Greggs has made a promising start with its first overseas airport outlet, opening a new store at Tenerife South airport in the Canary Islands. The 200-square-meter location began operations in late May, marking the company’s return to international expansion nearly two decades after it exited the Belgian market.

The bakery chain, best known for its sausage rolls and range of baked goods, partnered with Lagardère Travel Retail to test demand for its brand outside the United Kingdom. The Tenerife airport store offers Greggs’s core menu alongside items tailored to local tastes, including Spanish omelette breakfast rolls, aiming to appeal to both travelers and locals.

Roisin Currie, Greggs’s chief executive, acknowledged that the initiative was initially met with skepticism, with some observers dismissing it as a publicity stunt. However, she said the store has exceeded expectations so far, successfully meeting every sales target set for the trial. Greggs’s experience with UK airport locations, which have historically performed strongly, informed the company’s decision to explore a similar model in an international travel hub.

The company’s previous attempt at overseas expansion came in the form of a small chain in Belgium, which was discontinued in 2008 after incurring losses. The new Tenerife venture represents a cautious but strategic move to reestablish the brand beyond the UK market. Currie indicated that further airport stores abroad could follow if the Tenerife operation continues to demonstrate positive results.

The store’s location at a busy holiday destination offers a chance to attract customers seeking affordable, familiar fare while traveling. The inclusion of local menu options reflects Greggs’s strategy to adapt to regional preferences while maintaining its distinct product range. As the trial progresses, the company remains focused on assessing potential sites for future international expansion within travel retail environments.