Gregg's Chiswick Branch Could Be Set for French Makeover
Proposal to rebrand High Road store as Patisserie Gregoire
The makeover could lead to a completely new look for Chiswick store
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April 1, 2023
The Chiswick branch of Greggs the Baker could be set to be the origin point of a radical overhaul of the company’s branding.
A proposal is being made to the board for the store to be transformed into a new concept – Patisserie Gregoire – with new signage and a change in the store layout.
Items on the Patisserie Gregoire menu would now include rouleau de petit-déjeuner à la saucisse, wrap au bacon et au fromage, pâteaux au bœuf & legumes to be followed by a delicious treat such as a beignet anneau glacé.
The switch to a French style patisserie look would allow an increase in prices although it is thought likely that they would pitch their range below current offerings from nearby upmarket cafes such as Gails.
The local branch at 364 Chiswick High Road has been selected as the possible location for a pilot project due to the relative affluence of the W4 postcode area and its proximity to a Waitrose.
The existing Greggs product range would remain unchanged but would be just described in French to allow for a move to a premium price strategy. It is hoped that some middle-class customers, who may have previously shunned Greggs, may be persuaded to switch to Patisserie Gregoire because it sounds fancy.
At the moment Greggs on Chiswick High Road remains in the original format. Picture: Google Streetview
Originally it was hoped to make the transformation of the store complete by recruiting French speaking staff. However, since Brexit it has proved more difficult to find bilingual employees, so the proposal is to ask existing staff to adopt French accents. They would receive intensive training in how to do this including being asked to watch the Pink Panther movies and episodes of Allo Allo.
Avril Amadan, the reimagineering consultant who has drawn up the report recommending the changes said, “This move wouldn’t just benefit the company’s bottom-line but would also help save the NHS. This country has a serious obesity crisis but the French eat even more pastries than we do and don’t get fat so if we give the products a French name that will mean people will lose weight.”
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