Mass-market food concepts attempt to steal trade from mid-market restaurants

According to a survey of 7,300 consumers covering 250 UK brands, lower-cost ‘treat providers’ such as Greggs and Krispy Kreme beat well-established restaurants such as Zizzi, Pizza Express and TGI Friday’s in levels of customer service. Greggs was number eight in the poll, conducted by Nunwood Customer Experience Excellence, while Pizza Express was joint 47th.

The results reflect a concerted effort by a number of fast-casual brands to offer a more premium experience. Greggs recently unveiled its new-look coffee-shop concept in Newcastle, Greggs Moment, arguably its first foray into the middle market.

Created by Philip Watts Design, it has a more comfortable feel than its bakeries, with sofas, dressers and vintage wallpaper, but remains a low-cost option. “It showcases all the best things about Greggs – Britishness, quality and simplicity,” says a spokesperson at Philip Watts. “The interior is an inclusive home-from-home, taking the coffee-shop market to a whole new level.”

Brands operating in similar areas to Greggs have also looked to a more upmarket offer to woo consumers away from mid-market chains.

McDonald's has introduced the 1955 burger in response to the premium burger revival, KFC has launched a grilled chicken burger and takeaway brand Domino's has developed a thinner crust Gourmet pizza to go head-to-head with the mainstream pizza chains.