Gregg's knowingly undersold

In some parts of the UK, Gregg’s is the luxury option. “Pound…” is now the branding prefix of choice.

As part of our regular contribution to the end-of-year economic stocktake, GOM is pleased to bring to the attention of the nation his eagerly anticipated annual Mince Pie report.

In 2009 GOM concluded that Greggs' pricing power had become more prominent; and that the offerings of Konditor & Cook were not three times better than Gregg's. Scroll forward to 2011, and the floor has been lowered.

The strategic drivers of the mince pie industry are commodity prices, labour rates and availability, premises costs and, above all else, asset utilisation. The killer strategy is asset utilisation. Get them in your shop and then sell them a cup of tea for 80p.

Mince pies December 2011

Pret a Manager
Price each: 1.25p
Price 11/ 08: no price benchmark for 2008 available
Light pastry case, not the usual biscuity crumb; pastry star reinforces communistic branding; vague dusting of icing sugar; more pastry than filling; filling moist but not liquid, not excessively sweet nor too tart, fat currants, hint of spice

Konditor & Cook
Price each: £1.00p
Price 11/ 08: 112%
Case is convincing pastry that has been acquainted with a rolling pin; thin & light case with satisfying fatty flavour; mincemeat maybe lacking spice & seasoning, not moist, no distinguishable individual items of fruit

Sainsbury's Taste The Difference
Price each: 29p (if 12 are bought)
Price 11/ 08: 86%
Fetching star-shaped aperture in centre of top, rather reminiscent of PaM; rather too much biscuit crumb; distinct aroma of brandy; fat, moist fruit; overall effect is of dough rather than mincemeat; not light; pie is more rigid than foil container

Gregg’s
Price each: 30p
Price 11/ 08: 111%
Moist filling; reasonably tart; case a bit more like pastry; slightly malformed with 30% slope; presentation not particularly uplifting; dusting of icing sugar; sold individually; paper/ cellophane bag; cold shop

Pound Bakery (branches throughout North West England)
Price each: 25p (4 for £1)
Price 11/ 08: no price benchmark for 2008 available
Adequate; possibly handmade; not as good as Gregg’s, but cheaper; and tea or coffee for 80p

The research was conducted between 5 and 21 December by our highly-trained, fearless field force of mince pie inspectors.