Greggs has confirmed it will be opening a brand-new flagship shop at 1 Leicester Square this summer, following months of speculation.
Hoardings showing a sneak peek of a Steak Bake emerging from a giant Greggs savoury bag have been erected at the site, where work is already underway ahead of the grand opening.
The shop’s final opening date is yet to be let out of the bag.
Eagle-eyed passers-by were quick to post the head-turning tease across social media, with Jay Jaffa (@jayjaffa) saying: “Errr so apparently @GreggsOfficial has inhaled Leicester Square…”.
Another Twitter user said, “The North is officially taking over London – we truly love to see it,” while on Instagram @eatingwithtod exclaimed: “Attention Londoners, it looks like [Greggs] have something tasty cookin’ at Leicester Square.”
Greggs 1 Leicester Square will follow recent openings on The Strand, Canary Wharf, Paddington, St Pancras Station and Kings Cross – all of which form part of a strategic focus on increasing the brand’s presence in Central London.
At Leicester Square, Greggs joins a stellar cast of big-name brands in the area, including M&M World, LEGO, Global, Cineworld and Odeon – famous for their star-studded red carpet film premieres.
Across the UK, around 150 new Greggs shops are set to open over the next year, taking the total to just under 2,500.
In September last year, leaked planning permission images of the site sent Twitter into meltdown, with many speculating whether the rumours were really true.
Customers at the new shop will be able to enjoy various Greggs’ deals throughout the day, including its famed value breakfast deal, offering a breakfast roll or baguette alongside an orange juice or regular hot drink – served until 11am every day.
Alongside Greggs’ regular offering of delicious freshly made sandwiches, savouries, hot to-go and sweet treats, the shop will offer local delicacies such as London Cheesecake and Tottenham Cake. Customers will also be able to make Click + Collect orders to skip the queue, as well as earning rewards across the menu via the Greggs App.
A spokesperson for Greggs said: “The opening of our new flagship shop in Leicester Square will be a huge moment as we continue to expand our presence across prime locations in Central London. We’re excited to premiere our delicious food to new customers, including many tourists from outside of the UK who will get the opportunity to experience Greggs for the first time.”