Primark boosts Oxford St dwell time with Greggs cafe after clothing collab

By

Nigel TAYLOR

Published
Oct 27, 2022

The opening of the Elizabeth tube line isn’t the only boon to London’s Oxford Street. One of the more unusual and successful collaborations – Primark and Greggs – sees the latest opening of ‘Tasty by Greggs’ café.

The popular baked goods retailer has opened within the value fashion and lifestyle retailer’s Oxford Street East store, opposite the Tottenham Court Road tube station. 
 
The café opening follows the launch of two fashion collections and the café concept in Primark’s flagship Birmingham store earlier this year. The new 110-cover café, situated on Primark’s top floor, also includes a Sausage Roll swing, double-decker bus seating, and a digital games area in a Greggs themed phone box, and a vintage-style free-standing bike for social snaps.
 
With its opening it also becomes “the most Instagrammable Greggs in the world”, Tim Kelly, Director of Business Development at Primark, said, adding: “The latest addition to our suite of in-store experiences in our Oxford Street East store, customers can now enjoy a tasty sausage roll and coffee to refuel while browsing the Primark products they know and love.”

The opening further underlines the success of Primark's ongoing Greggs collaboration, but is also important as a way to increase dwell time in the store.