Matthew Neville

Greggs opens “experimental café” in world’s largest Primark

Commercial outfitter Novograf has teamed up with Greggs to deliver an “experimental café” experience in the world’s largest Primark in Birmingham.

‘Tasty by Greggs’ was opened to the public on Saturday February 12, with Novograf aiding in the creation of the elevated café using unparalleled interior and exterior design.

The Glasgow based manufacturer, in collaboration with Phillip Watt Design and Drummonds, has brought Greggs’ vision to life at the 130-seater café.

Ross Campbell, digital business development manager at Novograf, said: “This is the first of its kind Greggs experiential café, which takes into account the latest commercial design trends and the new-age customer journey. We are excited to be stepping to the forefront of innovative design and providing an all-immersive, omnichannel customer experience.”

The large-scale Greggs café is unlike any other store as it features a picnic area, a refillable water station, and a self-serve coffee cart offering freshly brewed hot drinks for those who wish to skip the queue.

Novograf’s custom solutions can be seen in the café’s internal and exterior graphics, flooring, and surfaces. The company handled the installation of the graphics within the café too, including the full-length images used on the lifts and escalators.

Ross added: “The partnership between Brits’ most favoured companies, Greggs and Primark, shows that the customers’ needs and interests are taken at heart. That’s evident in the design too.

“The collaboration between Greggs, Primark, and Novograf is a precedent in history that is sure to be welcomed warmly by customers. A unique Greggs experience fused with innovative design and an exclusive clothing range – that’s the future of the ultimate customer experience.”

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