Kano Model: Greggs Special 🥖

In 2024, I wrote about how BehindLogin uses the Kano Model to help our clients understand and prioritise customer needs. Now in 2025, I find myself sitting down in the local Greggs tucking into a hot, flaky pastry parcel of yumminess, applying the Kano model to the biggest bakery chain in the UK.

If you’re not familiar, Greggs isn’t just a bakery; it’s a phenomenon. What started as a small bakery chain in Newcastle in 1939 has now become one of the most recognisable brands in the UK. With over 2,000 stores nationwide, Greggs serves up everything from fresh sandwiches to their famous sausage rolls—and it’s done so with a recipe for success that goes beyond just good food.

So, what makes them so successful in a crowded and competitive market full of big players?

Analysing Gregg’s Against the Kano Model

The Kano Model is a framework for understanding customer satisfaction based on how different product features impact user perceptions. The model categorises customer needs into five distinct categories:

1. Basic Needs (Must-have)
2. Performance Needs (Linear Satisfaction)
3. Excitement Needs (Delighters)
4. Indifferent Needs (Neutral)
5. Reverse Needs (Dissatisfiers)

And when you overlay Greggs’ business model, you get some pretty tasty insights:

1. Basic Needs (Must-have)

For Greggs, Basic Needs are the essential elements customers expect without giving them much thought. These are the “must-have” components that customers assume will always be there:

• Quality Products: Customers expect their food to be fresh, tasty, and of consistent quality. Whether it’s a classic sausage roll or a sandwich, Greggs’ ability to maintain high standards is crucial. If Greggs failed in this area, customers would be disappointed.
• Convenience: Customers rely on Greggs for quick, affordable, and accessible food. The speed and ease of service, especially during busy times like lunch breaks or when on-the-go, are fundamental expectations. A delay in service or difficulty accessing products could lead to frustration.

While meeting these needs is essential, simply delivering on them doesn’t create excitement—it’s the bare minimum required for customer satisfaction.

2. Performance Needs (Linear Satisfaction)

Performance Needs are the factors that increase customer satisfaction in direct proportion to how well they are executed. The better Greggs performs in these areas, the more satisfied customers will be:

• Product Variety: Greggs offers a wide range of baked goods, sandwiches, drinks, and snacks. The more variety Greggs offers, especially with seasonal items, the more satisfied customers will be.
• Affordability: Greggs delivers excellent value for money. Their ability to keep prices low while maintaining quality food is a key reason customers keep coming back.
• Speed of Service: A quick, efficient service is essential for Greggs’ success. Customers expect to be able to grab their food quickly without long waits, and fast service enhances the overall experience.

By excelling in these areas, Greggs not only meets but often exceeds customer expectations, driving customer loyalty.

3. Excitement Needs (Delighters)

Excitement Needs are those unexpected delights that leave customers pleasantly surprised. These features are not anticipated by customers but create a sense of joy when experienced:

• Christmas Menu: Greggs’ seasonal offerings, such as the limited-edition Christmas menu, bring excitement and keep customers coming back to check out new, festive products. These seasonal items are highly anticipated and generate buzz every year.
• Vegan Sausage Roll: The launch of the vegan sausage roll was a game-changer, surprising customers with a tasty and affordable vegan option. This innovation tapped into growing plant-based trends and generated significant media attention, attracting new customers without alienating Greggs’ loyal base.

These surprises are not just satisfiers but delighters that elevate Greggs above its competitors, fostering deeper customer loyalty and excitement.

4. Indifferent Needs (Neutral)

Indifferent Needs are features that don’t significantly impact customer satisfaction. Customers may not care much whether these elements are present or not:

• In-store Ambience: Greggs’ stores aren’t designed to be luxurious or immersive; they focus on quick service. While other brands might emphasise a gourmet environment, Greggs customers are more concerned with convenience and quality, not the store’s aesthetic.
• Decoration & Design: Similarly, the decoration and design of Greggs’ stores are functional and utilitarian. Customers are not expecting an upscale dining experience but rather a practical, no-frills environment where they can grab their food quickly.

These aspects of Greggs’ business don’t detract from the overall experience but also don’t contribute significantly to customer satisfaction.

5. Reverse Needs (Dissatisfiers)

Reverse Needs are elements that actively dissatisfy customers if present. For Greggs, these features could tarnish the brand’s reputation if not managed carefully:

• Low Wait Time: If customers face long queues or slow service, it can be frustrating. Since Greggs is all about speed and convenience, delays in service can drive customers to competitors and harm their perception of the brand.
• Inconsistent Quality: If Greggs started to skimp on quality or provide inconsistent products, it would damage the trust customers have in the brand. Greggs has built a reputation for fresh, high-quality baked goods, and failing to meet these standards could lead to dissatisfaction and loss of loyalty.

By managing these Reverse Needs carefully, Greggs can avoid actively dissatisfying its customers and maintain the strong brand loyalty it has worked to build.

A Deliciously Customer-Centric Strategy

Greggs has expertly applied the Kano Model to prioritise the needs that drive customer loyalty and satisfaction. By consistently meeting Basic Needs (quality, convenience), delivering excellent Performance Needs (affordability, variety), and delighting customers with Excitement Needs (innovative products like the vegan sausage roll), Greggs has created a strong brand identity. At the same time, it avoids customer dissatisfaction by steering clear of Reverse Needs and recognising Indifferent Needs. This approach allows Greggs to consistently stay ahead of the competition, ensuring their customers remain loyal and excited about the brand.

By understanding and applying frameworks like the Kano Model, Greggs shows us how to delight customers while maintaining a strong, value-driven business.