Feeling the bite: is Greggs on a roll or is its expansion overbaked?

Greggs' decision to expand aggressively, even amidst falling sales, raises important questions about its long-term strategy. While the brand has successfully capitalized on the UK's love for baked goods, the current market dynamics suggest that overexpansion could lead to operational challenges and diluted brand identity. The balance between growth and sustainability will be crucial as the company navigates these uncertain waters.