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Greggs is offering couples the chance to enjoy a romantic Valentine’s Day candlelit dinner at a selection of its UK outlets. The one-off dining experience will feature a set four-course menu consisting of a variety of popular Greggs products. The meal costs £15 for two, and includes a bottle of Prosecco and table service, with mood lighting, candlelight and linen tablecloths adding a romantic touch to the evening.

A touch of luxury

A rising consumer demand for quick, on-the-go food has been lucrative for Greggs in recent years, particularly as it has strived to introduce healthier options. The Valentine’s Day pop-up is likely to help capitalise on its existing success, creating buzz around the opportunity for Greggs’ enthusiasts to experience its products in a new and unlikely setting.

The event could also potentially test the water for future dining options that upgrade Greggs’ conventional offering, helping it tap into the profitable eating out market and a wider trend for premiumisation within the fast food sector. According to Mintel’s Eating Out Review, just 29% of UK consumers who eat out think it is affordable to do so, suggesting strong opportunities for a wider range of low-priced offerings.

Delivering a premium experience at a budget-friendly price can be a challenge, yet adding small touches of luxury can elevate an everyday choice into something special. Brands venturing into this space may want to echo Greggs’ romantic initiative, experimenting with seasonal pop-ups for an approach that is low risk, but yields high publicity potential.