Q&A: Amy James, Category Planning Manager, Greggs
Ahead of her appearance at lunch! 2021, we caught up with Amy James, who has been with Greggs for 20 years, working her way up from Area Manager to Category Manager.
About Amy…
Amy has 20 years of experience in the food and drink industry, with roles spanning retail management, product development, brand marketing management and category management. In her current role, she translates customer insight and category drivers through to product ranges. Her recent, most notable achievements were introduction of Vegan products such as Vegan Sausage Roll and Vegan Steak Bake. Amy is also a Non-Executive Director on the board at Tyne and Wear Archives and Museums Enterprises, where she supports strategic thinking and the commercial development of the enterprises.
How has your business adapted to the challenges of these uncertain times?
Our first priority has always been the health and safety of our customers and colleagues. We invested in making our operations Covid-secure, giving our colleagues confidence to continue providing an essential food-on-the-go service to customers unable to work from home. We rolled out our partnership with Just Eat at breakneck speed to over 800 shops nationwide for those customers who have been able to stay at home, and now have and our in house Click and Collect service for those wanting to collect themselves.
Our long-standing partnership with Iceland saw record-breaking sales in 2020 as many more customers baked their Greggs favourites at home. Our teams have been outstanding in managing throughout this period, and that’s something we are all very proud of at Greggs.
Which food to go / coffee shop operators do you particularly admire and why?
I most admire the independent businesses as I understand how difficult this industry is to be successful in. I see many successful businesses in the North East and elsewhere, which I support through my purchases and sharing their great food or coffee through my social media channels. I enjoy the quick innovation independents bring to the market.
How can operators stand out against their competitors?
The pandemic has undoubtedly accelerated existing trends in customer behaviour and will create new opportunities for those that adapt to meet these needs best, as we get back to unrestricted living. Customers are increasingly concerned with the values that lie at the heart of any business, and how it supports its teams and local communities so it’s important to get this right. This is something that has been engrained in the Greggs culture from its inception and we are very proud to have launched our first ever sustainability plan called The Greggs Pledge to help share our commitments and efforts to help make the world a better place with all of our stakeholders.
What do you think are the main challenges ahead?
Looking beyond Covid, the key challenge is preparing to come back stronger so that we are in a position to grow again as restrictions are lifted. This crisis has taught us many things, in particular that we can’t take our world for granted so a big challenge and focus for us is to find ways of operating that are better than before to have a positive impact on our people and our planet.
What do you see as the key food to go trends for 2021 and beyond?
Functional health and food and drink with immunity benefits. Diets including more vegetables and plant-based food.
Are there any products or services in particular that you’re specifically looking to source at lunch! 2021?
Innovative ingredients.
What’s the most rewarding aspect of your job?
Introducing new products to market and customers receiving them positively.
What’s the best advice you’ve ever been given?
Know when to stop something.
What’s your favourite food and drink?
I love coffee and food with big flavours.
Describe the lunch! trade show in 3 words
Collaboration, education, insight
What are you looking forward to most about visiting lunch! 2021?
It’s the one place our entire sector comes together – and so I am very excited to see what our peers are up to.
Can you tell us a bit about your much-anticipated session at lunch! 2021?
Understanding other people’s views of where the industry heads next.
See Amy at lunch! 2021
‘The Industry Asks…The BSA’ Panel: 15:45 on Thursday 23 September in Keynote Theatre 3
Featuring: Amy James, Category Manager, Greggs; Lee Conway, Supplier Assessment Manager, STS Solutions; Marc Faulkner, Director, The Deli Group; and Neil Woods, MD, Woods Catering. Chaired by Jim Winship, Director, The British Sandwich & Food To Go Association
To register for your free trade ticket, click here.
