In the world of British bakeries, two names stand head and shoulders above the rest: Greggs, the high street hero known for its wallet-friendly offerings, and Gail’s, the artisan darling adored by the discerning palate.
But which is actually on top? Who has really won the nation’s hearts (and stomachs)?
Sausage-roll king Greggs hasn’t always been the £3billion empire it is renowned for today, instead it came from humble beginnings as a simple bread delivery service for mining families in Newcastle in 1939.
But now the mega-chain boasts 2450 locations across the UK, with bold promises to build a Greggs in ‘every town in Britain’.
On the other hand, Gail’s is the chic newcomer, having only opened its first bakery in London in 2005, now proudly owning over 140 locations.
Yet the upmarket bakery chain – billed the ‘new Waitrose‘ because it’s become synonymous with gentrification – is a mega-hit with the liberal elite.
So MailOnline went out in Birmingham and London to end this battle of the bakeries and find out who is the ultimate winner in the eyes of the public.
Greggs , the high street hero known for its wallet-friendly offerings
Gail’s, the artisan darling adored by the discerning palate. Pictured: A Gail’s Bakery store in Windsor, Berkshire
A picture of the sweet treats on offer in a Gail’s bakery. Gail’s only opened its first bakery in London in 2005, but now proudly owns over 140 locations
The bakery chain, which had 2,473 outlets by the end of last year, has announced further expansion plans to open up to 160 stores in 2024. Pictured: A Greggs sausage roll
Speaking to people in London the army of devout Greggs fans is abundantly clear, not least because there is 34 branches in the city itself. Pictured a steak bake
Speaking to people in London the army of devout Greggs fans is abundantly clear, not least because there is 34 branches in the city itself.
Chris, 21, an ardent supporter of the chain said: ‘Greg’s is just a staple in British culture. Always has been always will be.
‘Gail’s is [just] overpriced for what it is and overhyped.’
Similarly John, who works at London Bridge, proudly claimed he gets a Gregg’s everyday purely because of those ‘warm sausage rolls’.
While another die-hard fan was rather shocked by our reporter even asking the question and retorted: ‘Gregg’s anyday, anyday. The sausage roll is an elite staple of the country.
‘If you haven’t tried it, try it!’
In 2023 Greggs achieved a whopping £1.8billion in sales and a pre-tax profit of £74.1million in the first six months of 2024.
For many, the choice between Greggs and Gail’s comes down to value for money. Greggs has built its empire on affordability, with prices that make it accessible to everyone.
A classic sausage roll, for instance, will set you back just £1.25, and their popular meal deals, including a sandwich, drink, and a snack, are a steal at around £4.
Gail’s, on the other hand, caters to a more premium market. Their sausage roll, which is made with free-range pork and organic herbs, costs a hefty £4.50. A loaf of sourdough bread? You’re looking at £5.50 or more.
Similarly for a little morning caffeine hit – a black coffee at Greggs is just £1.60, while in Gail’s the same order will cost you more than double, coming in at £3.40.
It is no wonder Sir Ed Davey used places where there was a Gail’s shop as a reference point to target Tory voters during the General Election – the plan was appropriately dubbed ‘Operation Cinnamon Bun’.
Chris, 21, an ardent supporter of the chain said: ‘Greggs is just a staple in British culture. Always has been always will be’
People queue up for breakfast at Greggs in Durham on July 13 2024
While another die-hard fan was rather shocked by our reporter even asking the question and retorted: ‘Gregg’s anyday, anyday. The sausage roll is an elite staple of the country’
Interior of Gail’s bakery at Unit C Neo-Bankside. Their sausage roll, which is made with free-range pork and organic herbs, costs a hefty £4.50
People walk along Warwick Street in Worthing, West Sussex, where a Gail’s is set to open soon
A Gail’s Bakery Chelsea bun. For a little morning caffeine hit – a black coffee at Greggs is just £1.60, while in Gail’s the same order will cost you more than double, coming in at £3.40
Gail’s is already pressing on with the refurbishment of the unit in Worthing, West Sussex
A petition which has been set up to stop Gail’s bakery opening a new store in Walthamstow
Gail’s Bread shop, Gail’s Notting Hill. Despite now having more than 140 branches, Gail’s says it does not consider itself a chain
Gail’s hopes to open up another 35 stores by the end of the year, as it seeks to gain territory increasingly outside of London.
But it has faced massive opposition, with residents of Walthamstow Village in East London currently fighting to stop a branch opening on their high street.
Some locals fear it could put independent cafes out of business and hundreds have signed a petition against Gail’s, saying they want to protect ‘the unique identity of our community’ by ‘safeguarding the soul of a beloved neighbourhood’.
Despite now having more than 100 branches, Gail’s says it does not consider itself a chain. Managing director Marta Pogroszewska told trade publication British Baker the company will always focus on being a ‘neighbourhood bakery’.
While Gail’s prices are undeniably steep, fans argue that the quality of ingredients and craftsmanship justify the cost.
Alisa, 27, said: ‘I’m going to have to go with Gail’s as I really like their sweet treats and pastries, and sandwiches.
‘My go to is a sandwich with cauliflower and tahini in it.’
The bakery chain attracted even more backlash from residents in the seaside town of Worthing over plans to open an outlet on Warwick Street – set within a conservation area.
The Worthing Society, which aims to ‘preserve’ and ‘safeguard’ the town’s heritage, has expressed concerns the bakery’s aesthetic might not harmonise with the historic street on which it is set to open.
Baz, who owns a business called Bites in Worthing, told the Telegraph he estimates he would lose around two tables a day if Gail’s opened its doors.
He said there were ‘already enough cafes’ in the town with businesses struggling to make money and to survive – and called on the council to manage the situation ‘before it gets too late’.
Gail’s hopes to open up another 35 stores by the end of the year, as it seeks to gain territory increasingly outside of London
Gail’s has faced massive opposition, with residents of Walthamstow Village in East London currently fighting to stop a branch opening on their high street
The location where Gail’s wants to open its new branch on Warwick Street in Worthing
These eight locations will see a new Greggs bakery opening as part of the company’s expansion plans in 2024
Well, in London the Greggs’ army marches on – brother and sister, Josh and Poppy were shouting with glee at the very mention of the bakery
Lynne Hyde, 76, is a retired supermarket from Lichfield said she had never even heard of Gail’s
Well, in London the Greggs’ army marches on – brother and sister, Josh and Poppy were shouting with glee at the very mention of the bakery.
‘Gregg’s all the way. The sausage rolls, the classic drinks,’ said Poppy.
As Josh chimed in: ‘It’s the best. Best in general. Better than Gail’s. Number one British. Top up there.’
And they aren’t wrong, almost £2 out of every £100 spent in the hospitality industry is being splurged on baked goods at Greggs, analysts at Panmure Gordon said.
A 40p increase on the previous figure, and they expect it to double in the next two years as Brits continue to gorge on the bakery chain’s infamous sausage rolls and steak bakes.
Lynne Hyde, 76, is a retired supermarket from Lichfield said she had never even heard of Gail’s, but wouldn’t rule out a future tasting session.
‘No, never [heard of it]. Well I think it would put Gregg’s nose out of shape. But I love Greggs.’
She added: ‘I may do (try Gails). We should give these places a try, we should.
‘I’ve always loved pies and sausage rolls etc from there and they’ve always had a big name everywhere haven’t they.
‘But I don’t know Gail’s, so who knows.’
Greggs was the brainchild of John Gregg, the bakery chain started life as an eggs, yeast and bread delivery service for mining families living on council estates in 1930s Newcastle.
He opened his first store ten years later in Gosforth in 1951 whose baked goods grew very popular with the local community.
Working class Northern women who would queue for hours outside the company’s seconds shop in order to buy half-price unsold bread and pastries from the day before.
The women would come from nearby towns and villages such as Wideopen, West Denton and Hexham and start queuing at 6.30am.
The first Greggs in Gosforth, Newcastle which opened in 1951
Pensioners and working class women queue outside Greggs Seconds Shop, Westgate Road in Newcastle in July 1974
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Graphic showing where Greggs opened new stores in 2023
A famous Greggs fan! Ed Sheeran posing with his lifetime supply Greggs black card
Lewis Capaldi models the Greggs clothing wear. Greggs clothing was seen everywhere at music festivals last summer thanks to a collaboration with high street fashion store, Primark
Rich Amos, 37, is an advisor from Shrewsbury said: ‘I tend to go to Gregg’s as it’s convenient and pretty local in most towns. They seem to have a good range on offer.
‘I think the prices are affordable, especially in the after effects of the cost of living crisis, I think the price point is more important to consider.
‘It’s all about the clientele that go, who they’re going to attract. But also considering how diverse Birmingham is, I’d like to see some consideration put into to making the prices at a price point that can be affordable for everybody.
‘I tend to get the chicken bake or a sausage roll. I will certainly go in and have a look at what’s on offer. It should be exciting.’
The Northern baker has also achieved a cult-like status after launching a new clothing range.
Greggs clothing was seen everywhere at music festivals last summer thanks to a collaboration with high street fashion store, Primark.
The range includes swimwear emblazoned with Greggs’ yellow and blue squares and bucket hats. Actress Kate Beckinsale posed in a Greggs x Primark swimsuit in 2022.
Last year, they launched a new 21-piece Greggs x Primark festival collection which featured cycle shorts, bodysuits, basketball jerseys, varsity jackets and footwear.
Ray Norcliffe, 83, is a retired power station industry worker from Leeds said: ‘I do visit Greggs, it’s one of my favourite shops. The sausage rolls and the steak bakes and things, love them.
‘The prices, it’s not about those, it’s how the products taste. And that’s why I go to Gregg’s, there’s always taste.’