When brands become loved institutions
Discussion
Was mulling on this recently. One of my guilty pleasures is a Greggs Sausage, Cheese & Bean Bake and a Flat White and whilst waiting for one the other day, it occurred to me that Greggs seems to have risen above the past notion of them being a bit 'council' to one where they've become a bit of a national institution. Toby Carvery is another. Neither set the gastronomic world alight but both have become these national icons that we'd morn if ever they went out of business.
All these other business that spend squillions on marketing and brand positioning strategies - and being a marketing and brand guy myself - I do wonder if they're looking at the wrong thing.
So what is it that transcends or transforms a business like Greggs or Toby to one of national icon? It can't just be the quality of a Sausage, Cheese & Bean Bake can it?
All these other business that spend squillions on marketing and brand positioning strategies - and being a marketing and brand guy myself - I do wonder if they're looking at the wrong thing.
So what is it that transcends or transforms a business like Greggs or Toby to one of national icon? It can't just be the quality of a Sausage, Cheese & Bean Bake can it?
I have to say nearly everything apart from the coffee from Greggs usually disappoints.
Your view of Greggs is very different to mine, and I m and far from a food snob.
They do well due to convenience, consistency and fair value for money. A good dose of money at the marketing then helps.
Your view of Greggs is very different to mine, and I m and far from a food snob.
They do well due to convenience, consistency and fair value for money. A good dose of money at the marketing then helps.
Consistency, ubiquity and perceived value.
National chains do really well v local independents as you know what you're getting. A sausage bap from Greggs is the same from every single store.
The value proposition is also super strong which helps build trust. A breakfast sandwich and a Coffee is under £4. You can't even get a coffee for that in Costa / Starbucks or a half decent indie.
National chains do really well v local independents as you know what you're getting. A sausage bap from Greggs is the same from every single store.
The value proposition is also super strong which helps build trust. A breakfast sandwich and a Coffee is under £4. You can't even get a coffee for that in Costa / Starbucks or a half decent indie.
Simpo Two said:
In a similar field, Wetherspoons.
Agreed. I don't go there often but I love how many old buildings/pubs they have preserved (adapted, but preserved)Sure they are a chain and you get what you pay for but our local one is in a lovely building, is bustling most of the day (walkers, locals, etc grabbing coffee, etc. not just 9am beers) and it's in a nice spot.
The CEO is a canny man.
Unlike the loon that runs Sam Smiths who has some (truly) wonderful buildings but is living in 1875 and would rather see them deralict
andrew-6xade said:
A sausage bap from Greggs is the same from every single store.
Once that was seen as a negative. Every town and city had different shops, different businesses. It was part of the excitement of travel. But corporations and chains took over to the point where everything is the same, and we've got used to it to the point we head for the name we know.rdjohn said:
It baffles me that people will buy whatever Apple puts out there.
Their stuff is very good, but you inevitably pay a high price for that brand loyalty.
Partly agree, I have a couple of Macs including one issued by work. On a Friday afternoon my return key stopped working. Their stuff is very good, but you inevitably pay a high price for that brand loyalty.
I booked a genius bar appointment for the Saturday AM and they replaced the key in 15 mins, cleaned the screen and keyboard, all inside the warranty.
Not sure of any other brand I can do that with. So yes premium price but it is more than the device capability that you pay for.
Ham_and_Jam said:
I have to say nearly everything apart from the coffee from Greggs usually disappoints.
Your view of Greggs is very different to mine, and I m and far from a food snob.
They do well due to convenience, consistency and fair value for money. A good dose of money at the marketing then helps.
My thoughts also. Whilst Greggs and Toby Carveries may be everywhere with what appears to be significant demand, personally I'm not a fan of either. I can't remember the last time I've stepped foot inside a Toby Carvery....At least 20 years, when I was at uni.Your view of Greggs is very different to mine, and I m and far from a food snob.
They do well due to convenience, consistency and fair value for money. A good dose of money at the marketing then helps.
As for mourning their loss....i'd be more than glad to see the local Greggs disappear....even if its just to see a reduction in their wrappers/bags which appear to be littered all over the place.
StevieBee said:
There's space for local independent 'loved' institutions too, I think. Roys of Wroxham and Roomes of Upminster both come to mind.
Quite agree- Jarrolds in Norwich
- Bettys tea rooms in Yorkshire (ok owned by Taylors now, but still not a mass chain)
- Booths supermarket (small chain, very good), 95% of shares held by the family and the remainder by employees.
Greggs is an interesting example, as it not just popular but has achieved a sort of "British Institution" status that other high-street outlets haven't (maybe because they are obviously foreign owned).
Woolworths was a previous example. When it collapsed it was a much bigger deal than just another High Street chain store closing.
Woolworths was a previous example. When it collapsed it was a much bigger deal than just another High Street chain store closing.
In central Scotland, Fife, Perth and Dundee Greggs have a plucky rival in Baynes.
They'd never topple the giant I don't think, but good on them. They're just that margin better in all matching product lines.
I guess there'll pockets of more local rivalry to these institutions scattered around.
They'd never topple the giant I don't think, but good on them. They're just that margin better in all matching product lines.
I guess there'll pockets of more local rivalry to these institutions scattered around.
andrew-6xade said:
Consistency, ubiquity and perceived value.
National chains do really well v local independents as you know what you're getting. A sausage bap from Greggs is the same from every single store.
The value proposition is also super strong which helps build trust. A breakfast sandwich and a Coffee is under £4. You can't even get a coffee for that in Costa / Starbucks or a half decent indie.
They used to queue around the block to buy the seconds. National chains do really well v local independents as you know what you're getting. A sausage bap from Greggs is the same from every single store.
The value proposition is also super strong which helps build trust. A breakfast sandwich and a Coffee is under £4. You can't even get a coffee for that in Costa / Starbucks or a half decent indie.
https://youtu.be/yXfg5eG78_M?si=v-9YWDe91hJgWVdr
Simpo Two said:
But do they survive just because Tesco or some other giant isn't interested in buying them?
Why would tesco buy a furniture shop? (Roomes)It's like why doesn't Waitrose buy Booths? Booths are family owned and don't have to demonstrate value to shareholders (other than the family)
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