The bakery giant reimagines its classic treats with a luxury twist at a Parisian-inspired pop-up.

Greggs is stepping up its game this Christmas with a bold marketing stunt that sees the high street bakery chain venture into the world of fine dining. The pop-up, called Bistro Greggs, will open in the Newcastle branch of Fenwick’s department store, offering an à la carte menu with “enhanced interpretations” of the bakery’s famous snacks.

The pop-up is designed to give Greggs fans an entirely new experience, as the chain typically known for its affordable pies and sausage rolls takes a luxurious turn. At Bistro Greggs, steak bakes will be served under silver cloches, and £9.50 cocktails will be inspired by Greggs’ iconic jam doughnuts. The Parisian-inspired concept aims to bring a touch of glamour to the well-loved bakery’s offerings, with items reimagined in decadent styles, turning casual treats into fine dining fare.

Chef Mark Reid, Fenwick’s executive head chef, explained that the goal was to elevate Greggs’ everyday items to something “verging on the decadent.” Among the unique creations on offer will be a steak bake reimagined as a beef Wellington, paired with truffled dauphinoise potatoes and green beans. In a nod to Greggs’ famous caramel shortbread, the dessert menu will feature a decadent Eton mess pudding.

For those seeking a truly festive touch, the pop-up will also offer a specially curated wine list to complement the elevated dishes. One standout drink is the “pink jammie fizz,” a Prosecco-based cocktail inspired by Greggs’ popular jam doughnuts.

While a regular festive bake at Greggs costs just under £2, the reimagined version at Bistro Greggs is set to offer an entirely different experience for the Christmas season. It promises to be a hit with both long-time Greggs superfans and curious foodies looking for something extraordinary during the holiday shopping rush.