Greggs, the UK-based bakery chain, is actively working to dissuade investors from shorting its stock, which has become the most shorted in the country. With current short interest surpassing 14 percent, CEO Roisin Currie emphasized that the company’s strategy of evolving beyond its signature offerings is essential for sustained growth.
The firm has faced scrutiny following a market update in January, which resulted in a 7 percent drop in share value in a single day. Over the past year, shares have decreased by more than 20 percent. Analysts, including Garry White from Charles Stanley, suggest that investors are concerned the market has hit “peak Greggs,” as the bakery chain continues its aggressive expansion.
Expansion Plans and Market Response
In the past year, Greggs opened a net total of 121 stores and is planning to add another 120 locations in the coming year. Despite fears that new openings could negatively impact the profitability of nearby stores, Currie assures stakeholders that these expansions do not compromise existing margins.
Addressing the growing market skepticism, Currie stated, “We need to make sure we continue to demonstrate how we innovate and rapidly evolve our menu and the products that we offer.” She highlighted recent successful product introductions, including iced drinks in 2025 and matcha beverages launched in 2026, as evidence of the brand’s commitment to innovation.
Nonetheless, analysts remain cautious. Chris Beauchamp, chief market analyst at IG, commented that Greggs’ drive for expansion could either be a visionary move or a reckless decision amid various market challenges.
Addressing Youth Unemployment and Financial Performance
Currie also expressed concerns regarding youth unemployment, noting that nearly one million young people are currently not in education, employment, or training. She stated, “Greggs is trying to make sure that we find a way to support more young people into the workplace, because that is key to the success of a future growing economy.”
Financially, Greggs reported a 9 percent decline in profit, totaling £171.9 million for the year ending December 2025. Conversely, total sales increased by 7 percent. Following the financial results announcement, the company’s shares experienced a slight recovery, rising by just under 1 percent.
As Greggs navigates these complexities, Currie remains committed to rebuilding investor trust. She affirmed, “We will continue to work hard to try and share our confidence with everyone else out there, and make sure that we provide the data points that demonstrate the great progress we’re making.”
