# Hybrid Retail Cafes Greggs Opens its Tasty by Greggs Cafe Concept in Primark's Flagship Location By Elena Rahman | Published 2022-02-15 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/tasty-by-greggs References: [squaremeal](https://www.squaremeal.co.uk/restaurants/news/tasty-by-greggs-cafe-birmingham-primark_10137) & [primark](https://www.primark.com/en)  [Primark](https://www.trendhunter.com/trends/greggs-cafe), a UK fast-fashion retailer, partnered with [Greggs](https://www.trendhunter.com/trends/bistro-greggs) to open the cafe's first Tasty by Greggs concept location. Located in Primark's largest flagship Birmingham Bullring store, the restaurant marks its largest space with 130 seats. The store-within-a-store format features fun social media photo opportunities, including a doughnut-shaped swing. Diners can pre-order their Greggs meals through the brand's app to skip the queues while they shop. In addition to the new dining space, Primark and Greggs collaborated on a new range of Greggs-inspired clothing. Fans can now wear some of the restaurant's trademark sausage rolls and steak bakes on their shirts. The limited-edition collection features 11 pieces of [Greggs branded merchandise](https://www.trendhunter.com/trends/greggs-matcha-move) available at 60 Primark stores. Image Credit: Greggs ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 87% | Activity: 95% | Freshness: 11% - Audience gender: 30% men, 70% 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's Driving This Trend - **Store-in-a-store:** Opportunity for retailers and restaurants to partner and offer unique dining and shopping experiences within their physical locations. - **Food-fashion Collaboration:** Trend of food-inspired fashion collaborations between restaurants and fashion brands. This presents an opportunity for both industries to create exclusive merchandise and cross-promote each other's brands. - **Pre-ordering and Queue Skipping:** Online pre-ordering systems present an opportunity for restaurants to reduce wait times and improve the customer experience. ### Who This Affects Most - **Retail Industry:** Retailers can partner with restaurants to offer exclusive dining options and create a unique shopping experience for customers. - **Fast-food Industry:** Fast food chains can collaborate with fashion brands to create food-inspired clothing lines, extending their brand reach and increasing revenue streams. - **Mobile Ordering Industry:** Companies that specialize in mobile ordering systems can provide solutions to restaurants and retailers that want to implement online pre-ordering. ## Related on Trend Hunter - [Playful In-Store Cafes](https://www.trendhunter.com/trends/greggs-cafe.md) - [Quick-Serve Bakery Retail Shops](https://www.trendhunter.com/trends/bitesize-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) - [Sausage Snack ATMs](https://www.trendhunter.com/trends/greggs-and-monzo.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) - [Saucy Sausage Roll Buckets](https://www.trendhunter.com/trends/greggs-x-kfc.md)