Greggs is looking to deepen its use of data and artificial intelligence by creating its first head of data and AI, a move that underlines how seriously the bakery chain now treats technology as part of its growth plan.
The new role is intended to help turn agentic AI, in the company’s words, from a broad ambition into something that delivers practical benefits day to day. That push is being shaped by Robert Kent, the former chief data officer at Pets at Home and Royal Mail, w...
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ho joined Greggs in April 2024 to lead the company’s data and AI work.
The appointment comes as Greggs continues to evolve far beyond its origins as a Newcastle pushbike delivery business founded in 1939. It now operates more than 2,600 shops across the UK, including around 500 with franchise partners, and employs more than 33,000 people. The business has also broadened its reach through delivery partnerships, wholesale relationships and smaller-format shops, while maintaining a menu that still leans on the products that made its name, including sausage rolls, steak bakes, vegan alternatives, pizza slices and sweet items.
According to Greggs’ own strategy documents, the company wants to double sales over the next five years and is relying on four main drivers: expanding its estate, increasing evening trade, strengthening digital channels and widening its appeal to encourage loyalty. That plan also places technology and supply chain investment at the centre of future growth.
The data and AI function at Greggs was previously not organised around a dedicated executive role, with responsibility instead spread across wider IT and business change teams. The company is now seeking to move beyond early experimentation and towards more established automation across operations, with a focus on scalable, production-ready systems rather than isolated pilots.
So far, machine learning has already been deployed in areas such as logistics planning, weather-linked forecasting, promotional targeting and the Greggs Rewards app. The retailer’s leadership appears to believe those tools can now be embedded more broadly across the business as it looks to support further expansion.
In a LinkedIn post, resourcing manager Kate Rochester said the company was searching for someone to help shape the next stage of its AI work. She said the successful candidate would work closely with the IT and business change director to define the AI strategy, promote adoption across the business and build a capability with lasting impact.
Source: Noah Wire Services
