Greggs are doing the unthinkable: going healthy
They'll also be making a move into giving everyone the opportunity to make mobile phone payments when they go in to pay £1.09 for a pastie.
The company want to increase sales of products below 400 calories, when maybe, they might see a growth if they make the most unhealthy food imaginable, thereby making it a guilty pleasure and joining in the Britain's current fetishisation of greasy burgers and the like.
Less health. More junk!
"We've got a significant number of products, particularly in the sandwich range, that qualify under that banner and we want to make more of that as part of the sandwich work that we're doing," Chief Executive Roger Whiteside told Reuters on Wednesday.
Either way, they'll have more butties, won't be stopping the sale of sausage rolls and you'll be able to pay for stuff with your phone, so there you go. Welcome to the Greggs of the future.