The 130-seater café will open its doors in Primark’s Birmingham store on February 12 at 8am serving the usual Greggs range of sausage rolls, bakes, pizza, sweet pastries, coffee, and hot food-to-go.
The Instagram-friendly interior includes doughnut inspired seating areas, ‘flying’ vegan sausage rolls, and a doughnut swing.
There will also be a refillable water station and a self-serve coffee cart.
The ‘Tasty by Greggs’ café takes over the mezzanine level and is the latest experience to open within Primark’s flagship store, which also includes Smokey Barbers, the Primark Beauty Studio and Disney Café.
The bakery and value retailer are also launching of an 11-item clothing collection.
Greggs and Primark announced the partnership on social media, calling it the “world’s most instagrammable Greggs”.
The collaboration was first hinted at in a viral marketing campaign, which saw sausage roles placed in Primark mannequins, leading to speculation on social media.
Raymond Reynolds, business development director at Greggs said: “Greggs clothing is something our customers have continually asked for, so it’s great that together with Primark we can now make our first official range available across the UK - so that fans can quite literally show their love for Greggs on their sleeves. We’ve got some great pieces that we can’t wait to share.
“Our ‘Tasty by Greggs’ café will be the first of its kind, and will offer an exciting Greggs experience, underpinned by the great products and service that’s already delivered across all of our shops.”
Tim Kelly, director of new business development at Primark added: “We want to give our customers incredible experiences in our stores and offer collections they can’t find anywhere else, with brands we know they love. We’re thrilled to have teamed up with Greggs to bring the Tasty Café to our Birmingham store and give fans of the brand the chance to get their hands on the limited-edition clothing range.”