Why Greggs subsidises pizza and what GLP-1 drugs mean for UK restaurants

Why does a Greggs sausage roll cost 26% more on Just Eat, but a pizza costs exactly the same as in-store?

Dig into the pricing data and a revealing pattern emerges. Almost everything Greggs sells on delivery carries a neat 22% markup… except pizza, where the premium vanishes entirely. That anomaly isn’t accidental. It reveals how Greggs thinks about competition, margins and which categories it’s willing to subsidise to stay relevant.

But the pricing story is only the first signal.  Zoom out and a much bigger shift is underway in UK foodservice and it’s one that’s quietly reshaping menus, portions, and demand. Weight-loss drugs like Mounjaro and Wegovy are already changing how millions of people eat. In the US, restaurant chains are responding aggressively with protein-forward menus, smaller portions, new price architecture and even products explicitly designed for GLP-1 users.

Here in the UK, the response so far looks cautious, fragmented and possibly complacent?

From Greggs’ delivery economics to fine dining’s “mindful” menus, this week’s issue connects the dots between pricing strategy, platform competition and the early commercial impact of the GLP-1 era. Who is adapting fast enough — and who is pretending nothing is happening?

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