Bakery chain Greggs launches mobile payment app. Is it any good?

Bakery chain Greggs has launched a new loyalty app that enables customers to pay in any of its 1,700 UK stores using their mobiles rather than cash or cards.

It aims to reward customer loyalty, with users getting offers, free coffee and prize draws as well as being able to see their purchase history.

Greggs is incentivising people to download the app by offering a free breakfast if people add £20 to their account, while the first 10,000 customers to sign up for ‘Auto Top-Up’ with PayPal will earn a £5 bonus credit.

This isn’t the first time mobile payments have come to the high street, as Starbucks has had a transactional mobile loyalty app for several years. Similarly Aurora Fashions Group, which owns Oasis and Warehouse among other brands, allows customers to pay using the PayPal inStore mobile app.

Game and B&Q also have excellent loyalty apps, though Game’s isn’t transactional.

How Greggs uses Facebook, Twitter, Pinterest and Google+

While picking the brands to feature in our weekly social roundups I frequently focus on major global retailers or FMCGs such as Macy’s, Coca-Cola or ASOS.

As far as I can recall, the only restaurant chain I’ve looked at so far has been McDonald’s so I thought it would be interesting to highlight one of its competitors.

Newcastle-based bakery chain Greggs obviously isn’t in quite the same league as Ronald and his crew, but it’s still an interesting case study in how a fast food chain can promote itself using Facebook, Twitter, Pinterest and Google+.