Greggs, which operates branches in Birmingham, is bringing back its Steak and Stilton Bake this week after the item was discontinued seven years ago. The bakery chain is so confident in the returning product that it is underwriting every single purchase, allowing customers who dislike the blue cheese flavour to swap their half-eaten bake for a classic Steak Bake at no cost.
A seven-year return with a taste guarantee
The Steak and Stilton Bake features tender diced beef in rich gravy, blue Stilton cheese and grilled onions, all wrapped in Greggs' flaky puff pastry with a black pepper crumb. The item was pulled from menus in 2019 and has now been reinstated nationwide.
According to new research commissioned by Greggs, more than a quarter (28%) of people shy away from Stilton, and a further 11% have never even tried it. Despite this, the company is backing its latest bake to win over sceptics, with the guarantee applying to every purchase.
Swap offer available in all shops
Customers who buy a Steak and Stilton Bake and find their taste buds object can hand their half-eaten bake to one of Greggs' 'Stilton Claims Advisors' at the counter for an immediate swap to a Steak Bake. The company says the offer involves "no forms, no fees, no hassle" and is available in all Greggs shops nationwide.
Greggs claims the offer is a UK first. The move comes as research found that 55% of Brits believe too many people write Stilton off before they have even given it a fair try.
Lunchtime rut prompts promotion
The company is urging those who have never tried Stilton, or who have previously disliked it, to give the returning bake a try. This follows research revealing that one in two Brits (51%) are stuck in a lunchtime rut, buying the same meal deal or eating the same food too often.
Zoe Harris, customer director at Greggs, said: "It’s been seven long years, and while we know Steak & Stilton has a fiercely loyal fanbase, we get that there are still some Stilton sceptics out there. Blue cheese can be a bold sell, but we’re so confident this bake will win people over that we’re literally guaranteeing it."
Harris added: "Consider this the ultimate taste test with zero risk, if you really can’t stand the Stilton, our classic Steak Bake is on us, no questions asked."
