Greggs opens a permanent Greggs Suite at Hotel Gotham Newcastle with a rotary phone for ordering sausage rolls

Key Takeaways

• Greggs has opened the Greggs Suite, a permanent room at the five-star Hotel Gotham in Newcastle, designed in the bakery's midnight blue and gold.

• Guests can use a dedicated rotary phone to ring for freshly baked Greggs favourites, which arrive at the room on a silver platter.

• Guests staying in the first 96 days receive bespoke dressing gowns, slippers and eye masks, a nod to the 96 layers of Greggs puff pastry.

• Bookings opened on 9 November through the Hotel Gotham website with stays from 12 November, and a Greggs app giveaway offers a free night every three months for two years.

Greggs has opened a permanent Greggs Suite at Hotel Gotham in Newcastle, giving the five-star hotel a room where the room service menu begins and ends with a sausage roll. The suite comes with its own rotary phone, which guests use to ring for freshly baked Greggs favourites that are then carried up to the room on a silver platter.

The room is decorated in the brand's midnight blue and gold and sleeps two, while the hotel's Art Deco styling supplies the glamour and Greggs supplies the pastry. Unlike the bakery's earlier hospitality experiments, which were all temporary pop-ups, the suite is bookable all year round, which makes it a fixture of the hotel rather than a seasonal novelty with a closing date. The launch includes a charity donation from every booking and a long-running app giveaway, giving Greggs reasons to keep talking about the room well beyond its opening week, while the hotel gains a booking few competitors could copy.

Greggs and Hotel Gotham open the Greggs Suite in Newcastle with sausage rolls delivered on a silver platter

At the heart of the experience is the brilliantly simple ‘ring for a sausage roll’ concierge service, which transforms the in-room telephone into a direct line to the bakery, giving guests a rather compelling reason to use a hotel phone that would otherwise probably go untouched throughout their stay. Those who book within the first 96 days will also receive limited-edition dressing gowns, slippers and eye masks, with the booking window paying tribute to the 96 layers of puff pastry that go into a Greggs sausage roll. It's a small but clever detail that brings another little piece of the brand's identity into the experience.

Reservations opened on Monday 9th November through the Hotel Gotham website, with the first guests able to check in from Thursday 12th November. Beyond the novelty of spending the night surrounded by sausage roll references, the partnership also has a charitable element, with a portion of the proceeds from every booking donated annually to the Greggs Foundation, supporting local communities and schools through its Feeding Brighter Futures programme. And for anyone who fancies the experience but can't quite justify splashing out on a five-star hotel stay, Greggs is giving fans another chance to get involved through its app, where it will run a competition every three months for the next two years, with an overnight stay for two up for grabs.

Greggs has hosted a Champagne Bar and the Golden Flake Tavern at Fenwick Newcastle before opening a hotel suite in 2026

Greggs has played with the language of luxury for years, and one of its best-known stunts came in May 2018, when it disguised itself as Gregory and Gregory, an upmarket artisan deli at the Foodies Festival in Syon Park, to launch a summer menu that included its first vegan item. Food lovers who sampled the dishes were only told afterwards that they had been eating Greggs, and the idea of putting the bakery's food into a more expensive setting has been a recurring theme in its campaigns ever since, from fashion collections to fine dining.

The hotel suite is the latest in a long line of Greggs experiments with formal hospitality in its home city, where the brand has repeatedly borrowed the trappings of luxury and applied them to sausage rolls and steak bakes. In December 2023, it ran Bistro Greggs, an 80-cover fine dining pop-up inside Fenwick Newcastle, and in October 2024 it returned to the same department store with the UK's first Greggs Champagne Bar, where the menu ran from a £4 sausage roll to a £425 bottle of Cristal, and diners were given a vintage crystal bell to ring for a top-up, which makes the new rotary phone feel like a natural upgrade from the bell.

The brand moved on to licensed premises in September 2025, opening The Golden Flake Tavern, an 88-capacity pop-up pub inside Fenwick that served dishes such as a Chicken Bake Parmo alongside a Sunday carvery. There have been street-level stunts as well, including a sausage roll ATM on Grainger Street in July 2024 that dispensed free sausage rolls with Monzo, and a wax sausage roll unveiled at Madame Tussauds London in June 2025, so the hotel completes a progression that has taken Greggs from restaurant to bar to pub and now to an overnight stay.

The choice of partner matters too, because Hotel Gotham occupies a former fire station on Pilgrim Street and opened in late 2025, billed as Newcastle's first five-star hotel, with 57 bedrooms and plans to grow to 90 by taking over the neighbouring former police station and magistrates court.

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