Telegraph: How I Sold Greggs to the Middle Classes

Greggs CEO Roger Whiteside at the Kingsway branch of the food outlet CREDIT: ANDREW CROWLEY

Greggs CEO Roger Whiteside at the Kingsway branch of the food outlet CREDIT: ANDREW CROWLEY

Roger Whiteside is a very happy CEO indeed. At the Kingsway branch of Greggs where we meet for our 8.30am interview, staff are so flat-out serving breakfast to a long queue of hungry office types, tourists and construction workers that the boss cheerfully nips behind the counter himself, to find a vegan sausage roll for us to photograph. (For the full article, click here