The popular bakery introduces a chicken version of its signature rolls, inviting customers to a special tasting event in Soho.
Category: Business
Greggs, the beloved high street bakery chain, is set to launch its latest menu addition, the Chicken Roll, on Thursday, April 9, 2026. This new offering, described as "seasoned chicken wrapped in layers of crisp, golden, glazed puff pastry," will be priced at £1.35 and contains 305 calories. The Chicken Roll joins Greggs' well-known Sausage Roll and Vegan Roll, forming what the company has dubbed its "iconic roll trilogy."
To celebrate the launch, Greggs is hosting a special pop-up event on Wednesday, April 8, 2026, at 15 Bateman Street in Soho, London. Customers will have the opportunity to taste the new Chicken Roll before it officially hits the shelves. The event will run from 3:30 PM to 9:00 PM, featuring 20-minute tasting slots. In keeping with the trilogy theme, guests must arrive in groups of three, and entry will be on a first-come, first-served basis. Attendees will receive three complimentary rolls and a themed chicken cocktail or mocktail.
A Greggs spokeswoman expressed enthusiasm for the new product, stating, "They say the best things come in threes, and our iconic roll trilogy is no exception. We can’t wait for our customers to experience the Chicken Roll as the ultimate headline act of our flaky franchise." This launch comes at a time when Greggs is facing economic challenges, including rising living costs and increased competition.
In recent months, Greggs has reported a 17.9% drop in statutory pre-tax profits, falling to £167.4 million for the year ending December 27, 2025. This decline has occurred even as total sales rose by 6.8% to £2.15 billion, buoyed by continued store expansion. In 2025, the company opened 121 net new shops, bringing its total to 2,739 locations across the UK. Looking ahead, Greggs plans to open approximately 120 more stores this year, with ambitions to surpass 3,000 locations in the long term.
As Greggs continues to innovate, the Chicken Roll aims to attract both loyal customers and new patrons, providing a fresh option within its popular roll range. The introduction of this new product reflects the company's commitment to meeting consumer demands and adapting to changing market conditions.
In the past year, Greggs has faced pressures from cautious shoppers who are more mindful of their spending due to the economic climate. The introduction of the Chicken Roll is part of a broader strategy to maintain customer interest and drive sales during a challenging period.
Fans of the bakery have expressed excitement over the new Chicken Roll, which completes the trilogy alongside the Sausage Roll and Vegan Roll. This new offering is expected to resonate with customers who appreciate the quality and taste that Greggs is known for.
As the launch date approaches, many are eager to see how the Chicken Roll will be received by the public. The combination of seasoned chicken and flaky pastry is sure to appeal to a wide audience, and the pop-up event a fun and engaging way for customers to connect with the brand.
With the Chicken Roll joining the ranks of Greggs' iconic offerings, the company is hopeful that this new addition will help bolster its sales and improve its financial standing in the coming months. As they prepare for the official launch, Greggs remains committed to providing quality food options that cater to the tastes of its diverse customer base.
For those interested in attending the pop-up event, it’s a unique opportunity to be among the first to try the Chicken Roll. Guests should plan to arrive in groups of three to enjoy complimentary rolls and drinks, making it a social event as much as a culinary one.
As Greggs continues to expand its menu and adapt to the changing preferences of its customers, the Chicken Roll stands out as a promising addition that could help the company navigate the current economic challenges. With its combination of flavor and convenience, the Chicken Roll is set to become a new favorite for many.
The launch of the Chicken Roll marks a new chapter for Greggs and highlights the brand's resilience and commitment to innovation in the face of adversity. As the bakery prepares for this exciting new offering, customers can look forward to enjoying a delicious new option that celebrates the essence of Greggs.
As the pop-up event draws near, anticipation builds for what a memorable tasting experience. Will you be trying out Greggs' new Chicken Roll? Let us know in the comments!