Tasty by Greggs – described as the “most Instagrammable Greggs in the world” – sits at level -1, between menswear and womenswear.
The cafe has a menu that features customer favorites, including sausage rolls, pastries, pizzas, and sweets, as well as other hot items and coffee.
And it has donut-inspired seating areas alongside a picnic area, refillable water station and self-serve coffee cart – and a sugar donut for photos. on social networks.
The new Greggs cafe is part of a one-of-a-kind collaboration between the bakery chain and the fashion retailer, which also includes an exclusive clothing line that will launch in select stores on February 19.
The interior design is the brainchild of Nottingham-based interior designer Philip Watts, who has worked with Greggs for over 10 years.
Raymond Reynolds, Business Development Director of Greggs, said: “Greggs clothing is something our customers continually ask for, so it’s great that together with Primark we can now offer our first official range across the UK. – so fans can literally show their love for Greggs on their sleeves.
“We have some great pieces that we can’t wait to share. Our ‘Tasty by Greggs’ cafe will be the first of its kind and will deliver an exciting Greggs experience, underpinned by the excellent products and service already provided in all of our stores.”
The store, on Birmingham’s High Street, opened in April 2019 and has become the largest Primark in the world – at five floors and 160,100 square feet in total.
Tim Kelly, Director of New Business Development at Primark, added: “We want to give our customers amazing experiences in our stores and offer collections they can’t find anywhere else, with brands we know they like.
“We are delighted to have teamed up with Greggs to bring the Tasty Cafe to our Birmingham store and give fans of the brand the chance to get their hands on the limited edition clothing range.”
The cafe will be open Monday through Saturday from 8 a.m. to 9 p.m. and Sunday from 10:30 a.m. to 5 p.m.