Brands over time

Greggs
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

63 of Greggs's own blog posts, press releases and announcements, 2022 to 2026, measured sentence by sentence, 5 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 9 other food and drink brands, and what it sounds like in its own words.

Pages measured
63
Years covered
2022–26
Archived before ChatGPT
5
Blog · press
0 · 63

01 · Homepage

One capture a year

Greggs's homepage from 2001 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026greggs.com4 Jul 2026
Greggs homepage, 4 Jul 2026

Screenshot of Greggs’s homepage (greggs.com) as archived by the Internet Archive on 4 Jul 2026. © Greggs or its licensors. Shown for comparison and review; not endorsed by Greggs.

Homepage

2026

“Download the app, get free Greggs”

Page title

Greggs

Open on the Internet Archive
  1. 2010Greggs - the home of fresh baking
  2. 2013It all starts with a cupcake...
  3. 2015Greggs Pain Au Chocolat Awarded Good Housekeeping Institute’s Seal of Approval
  4. 2016Fancy a flatbread?
  5. 2025Order Greggs onlineget your flakey fix
  6. 2026Download the app, get free Greggs

22 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
8
16
24
Food avg 12.7
20.4
17.9
21.3
19.9
21.1
ChatGPT · Nov 2022
2015no pages
2016no pages
2017no pages
2018no pages
2019no pages
2020no pages
2021no pages
20222 pp
20231 pp
20243 pp
20252 pp
20262 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
202220.42
202317.91
202421.33
202519.92
202621.12

Years with pages: 2022 (2), 2023 (1), 2024 (3), 2025 (2), 2026 (2). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

Greggs among food and drink brands

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. "We"

    86% more than its sector

    87% against a sector average of 47%; highest of 7.

  2. "You"

    79% less than its sector

    10% against a sector average of 48%; lowest of 7.

  3. Questions

    79% less than its sector

    0.8 against a sector average of 3.6; lowest of 7.

Sentence lengthHighest of 7
Greggs 20.8
8.420.8
ContractionsLowest of 7
Greggs 8.7
8.746.8
"You"Lowest of 7
Greggs 10%
10%63%
"We"Highest of 7
Greggs 87%
29%87%
QuestionsLowest of 7
Greggs 0.8
0.89.0
Long wordsHighest of 7
Greggs 29%
16%29%
Em dashesMid-table, 4th of 7
Greggs 1.79
0.394.05
AI-associated wordsHighest of 7
Greggs 1.61
0.181.61
ExclamationsLowest of 7
Greggs 0.38
0.389.76
Page length2nd lowest of 7
Greggs 464
3311,158

Pages measured: innocent 54 · Pret A Manger 5 · Greggs 63 · Nando's 184 · LEON 0 · wagamama 0 · itsu 129 · COOK 168 · GAIL's 15 · Deliciously Ella 133. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

04 · Vocabulary

Words Greggs uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

customers65.0 vs 1.3
communities50.2 vs 0.6
shops44.5 vs 1.6
across50.2 vs 2.9
business53.6 vs 3.8
results39.3 vs 0.9
weeks41.0 vs 1.8
foundation35.9 vs 1.2
colleagues34.8 vs 0.5
children35.9 vs 1.9
board30.8 vs 0.6
report29.6 vs 0.8
GreggsSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 63 pages. Product names and page furniture filtered automatically; list not yet reviewed.

05 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

2025 · Press
“To consolidate our ambitions and goals to make a positive impact, we developed The Greggs Pledge in 2021, which set out ten commitments dedicated to doing good. These pledges are focused on three key areas where we can make the most difference: building stronger, healthier communities, making the planet safer, and being a better business.”
Greggs on track to meet 2025 ESG Targets

06 · Every page

All 69 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 63 count towards the measures; the rest were not measured (2 under 150 words of text, 4 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.

20262 pages
20252 pages
20243 pages
20231 page
20222 pages
In the overall numbers, no year53 pages
Not measured6 pages
  • Greggs Corporate30 Sep 2026 · press · 456 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Greggs Corporate26 Sep 2026 · press · 364 wordsMostly short lines (lists, tables, link pages) rather than prose
  • Company Documents21 Jul 2014 · press · 194 words · archivedMostly short lines (lists, tables, link pages) rather than prose
  • Financials at a Glance18 Jul 2014 · press · 118 words · archivedUnder 150 words of text: too short to measure
  • Dividend History18 Jul 2014 · press · 90 words · archivedUnder 150 words of text: too short to measure
  • Analyst Coverage18 Jul 2014 · press · 167 words · archivedMostly short lines (lists, tables, link pages) rather than prose

07 · Method

How this was measured

The pages

Greggs's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.