# Playful In-Store Cafes Primark Collaborated on a Greggs Cafe and a Fashion Capsule Collection By Laura McQuarrie | Published 2022-02-09 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/greggs-cafe References: [fashionunited.uk](https://fashionunited.uk/news/fashion/greggs-to-partner-with-primark-on-collection-and-in-store-experiences/2022020861192) & [mirror](https://www.mirror.co.uk/money/shopping-deals/worlds-largest-greggs-set-open-26168759)  The world's largest Greggs cafe is opening within [Primark](https://www.trendhunter.com/trends/tasty-by-greggs) to share a unique cafe experience. Tasty by Greggs is set to take over the mezzanine level in the Birmingham Primark and the experience in the flagship store provides the "ultimate Greggs experience" with donut-inspired seating areas, flying vegan sausage rolls, a donut swing and plenty more Instagrammable photo opportunities. The cafe shares a tasty menu that includes pizzas, sweet items, coffee and a selection of hot food to go, and the ordering experience may be streamlined with click and collect via the Greggs app. Alongside the opening of this landmark location, Greggs and Primark are introducing a [fashion range](https://www.trendhunter.com/trends/primark-x-wicked). The 11-piece clothing collection will be available across select Primark stores in the UK, which provides an incentive for people to check out the [Tasty by Greggs cafe](https://www.trendhunter.com/trends/ms-coffee-shop). ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 62% | Activity: 69% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What Makes This Trend Stand Out - **In-store Dining Experiences:** Creating playful and unique dining experiences within retail spaces can boost foot traffic and create new revenue streams. - **Collaborative Marketing Campaigns:** Partnering with non-related but complementary brands can create buzz and cross-promotion opportunities. - **Click and Collect Integration:** Integrating click and collect options within in-store dining experiences can streamline ordering and enhance customer convenience. ### Sectors Adopting This - **Retail:** Retail companies can take advantage of in-store dining experiences to drive foot traffic, generate new revenue streams and enhance the overall shopping experience. - **Food and Beverage:** Food and beverage companies can look for unique partnerships to increase brand awareness and drive sales. - **Fashion:** Fashion brands can collaborate with non-fashion brands to differentiate themselves and drive traffic to physical locations. ## Related on Trend Hunter - [Hybrid Retail Cafes](https://www.trendhunter.com/trends/tasty-by-greggs.md) - [Fine-Dining Bakery Bistros](https://www.trendhunter.com/trends/bistro-greggs.md) - [Bakery Champagne Bars](https://www.trendhunter.com/trends/greggs-champagne-bar.md) - [Bakery Pub Pop-Ups](https://www.trendhunter.com/trends/the-golden-flake-tavern.md) - [Bakery-Inspired Jewelry Lines](https://www.trendhunter.com/trends/greggs-1.md) - [Pastry-Inspired Clutches](https://www.trendhunter.com/trends/greggs-sausage-roll-clutch.md) - [Quick-Serve Bakery Retail Shops](https://www.trendhunter.com/trends/bitesize-greggs.md) - [Bakery-Inspired Jewelry Collection](https://www.trendhunter.com/trends/baked-in-gold.md) - [Sausage Snack ATMs](https://www.trendhunter.com/trends/greggs-and-monzo.md)