Greggs has announced it will open a store in central London's Leicester Square this year.
The store is still being built, and a cheeky hoarding concealing the work site looks like a massive Greggs steak bake.
The exact opening date has not yet been revealed.
The new 'MegaGreggs' at 1 Leicester Square will be next door to M&M World and near neighbours like Odeon and the Lego megastore.
The opening is part of Greggs' plan to go more upmarket, with recent openings on The Strand, Canary Wharf, Paddington, St Pancras Station and Kings Cross.
It will also introduce thousands of tourists to the much-loved British bakery.
Across the UK, around 150 new Greggs shops are set to open over the next year, taking the total to just under 2,500.
A Twitter user said: “The North is officially taking over London – we truly love to see it,” while on Instagram @eatingwithtod exclaimed: “Attention Londoners, it looks like [Greggs] have something tasty cookin’ at Leicester Square.”
In September last year, leaked planning permission images of the site sent Twitter into meltdown, with many speculating whether the rumours were really true.
Customers at the new shop will be able to enjoy various Greggs’ deals throughout the day, including its famed value breakfast deal, offering a breakfast roll or baguette alongside an orange juice or regular hot drink - served until 11am every day.
Alongside Greggs’ normal range, the new shop will offer local delicacies such as London Cheesecake and Tottenham Cake.
Customers will also be able to make Click + Collect orders to skip the queue, as well as earning rewards across the menu via the Greggs App.
A spokesperson for Greggs said: “The opening of our new flagship shop in Leicester Square will be a huge moment as we continue to expand our presence across prime locations in Central London.
"We’re excited to premiere our delicious food to new customers, including many tourists from outside of the UK who will get the opportunity to experience Greggs for the first time.”
Greggs is a British institution, and has branches all across the UK - but only two in Cornwall, where competition from pasty-loving locals has been fierce.
The bakery opened its first Cornish branch in 2018, in Saltash.
But the store was forced to close in 2020.
At the time the branch opened, angry Cornwall residents branded the store “junk” and “Satan’s franchise”.
After a "thorough review", Greggs then closed the branch, which was part of a small shopping centre.
Only two Greggs stores are currently open in the county - one in Launceston and another at a service station on the A30.
