Food-to-Go & Bakeries,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about food-to-go & bakeries — and record exactly which brands they put forward. Right now, Greggs owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Greggs is the default answer.
Named in 42% of food-to-go & bakeries answers, typically in position 2.0. Tesco follows at 30%, Asda at 22%.
Every brand AI names, ranked.
Visibility is the share of answers naming the brand; citation share is its slice of all brand-owned pages cited; read→cited is how often its pages convert a read into a citation.
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Greggs | 42% | 2.0 | 31% | 39% |
| 2 | Tesco | 30% | 2.5 | 14% | 25% |
| 3 | Asda | 22% | 3.9 | 7% | 20% |
| 4 | Pret A Manger | 20% | 2.8 | 10% | 75% |
| 5 | Costa Coffee | 18% | 3.7 | 3% | 50% |
| 6 | Co-op | 15% | 4.2 | 0% | 0% |
| 7 | Caffè Nero | 12% | 3.0 | 0% | 0% |
| 8 | Morrisons | 12% | 3.7 | 7% | 0% |
| 9 | Marks & Spencer | 12% | 4.9 | 7% | 100% |
| 10 | Starbucks | 8% | 4.0 | 3% | 20% |
| 11 | McDonald's | 7% | 3.8 | 0% | — |
| 12 | Boots | 7% | 4.3 | 0% | 0% |
| 13 | Sainsbury's | 5% | 3.7 | 0% | 0% |
| 14 | Tim Hortons | 5% | 5.0 | 0% | — |
| 15 | Beigel Bake | 3% | 1.0 | 3% | — |
Marks & Spencer is the food-to-go & bakeries brand AI wants most.
Being named is visibility. Underneath it, asked to rate each brand directly, the AI assistants judge it three ways — how much it stands out, how much it belongs, and how much it is returned to. They put 30% of the 40 brands rated above indifference. Marks & Spencer leads the brands the answers name, at 73% of maximum Desire. On attachment, the most divided driver, Marks & Spencer indexes 127 against Tim Hortons at 68, on a category average of 100.
Each whorl lights one ring per index threshold cleared (84 / 92 / 100 / 108 / 116). Above indifference means Desire above two-thirds of its maximum. See the full food-to-go & bakeries desire edition →
The referees of food-to-go & bakeries.
The independent sources AI models cite when answering food-to-go & bakeries questions — the places a brand needs to be seen, reviewed and ranked.
Pret A Manger converts reads into citations. Sainsbury's doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? Pret A Manger converts 75% of reads; Sainsbury's just 0%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Greggs | 42% | 2.0 | 31% | 39% |
| 2 | Tesco | 30% | 2.5 | 14% | 25% |
| 3 | Asda | 22% | 3.9 | 7% | 20% |
| 4 | Pret A Manger | 20% | 2.8 | 10% | 75% |
| 5 | Costa Coffee | 18% | 3.7 | 3% | 50% |
| 6 | Co-op | 15% | 4.2 | 0% | 0% |
| 7 | Caffè Nero | 12% | 3.0 | 0% | 0% |
| 8 | Morrisons | 12% | 3.7 | 7% | 0% |
| 9 | Marks & Spencer | 12% | 4.9 | 7% | 100% |
| 10 | Starbucks | 8% | 4.0 | 3% | 20% |
| 11 | McDonald's | 7% | 3.8 | 0% | — |
| 12 | Boots | 7% | 4.3 | 0% | 0% |
| 13 | Sainsbury's | 5% | 3.7 | 0% | 0% |
| 14 | Tim Hortons | 5% | 5.0 | 0% | — |
| 15 | Beigel Bake | 3% | 1.0 | 3% | — |
All three models agree: Greggs.
A rare consensus — every model puts Greggs first, and their top-five lists overlap 22%. Winning here means winning everywhere at once.
Brands whose visibility swings most between models — the bar per model, widest gap on the right.
The data behind this chart
| Brand | Claude | Gemini | ChatGPT | Spread |
|---|---|---|---|---|
| Costa Coffee | 10% | 40% | 5% | 35pp |
| Greggs | 30% | 55% | 40% | 25pp |
| Marks & Spencer | 0% | 25% | 10% | 25pp |
| Boots | 0% | 20% | 0% | 20pp |
| Sainsbury's | 15% | 0% | 0% | 15pp |
| Co-op | 5% | 20% | 20% | 15pp |
| Tesco | 25% | 35% | 30% | 10pp |
| Pret A Manger | 20% | 25% | 15% | 10pp |
| McDonald's | 10% | 10% | 0% | 10pp |
| Starbucks | 5% | 15% | 5% | 10pp |
Product pages carry food-to-go & bakeries.
Every page AI opened while answering, classified by what kind of page it is. Product pages supply the most citations; Comparisons convert best — 84% of the ones models opened were actually cited.
The data behind this chart
| Page type | Cited | Read but not cited | Conversion |
|---|---|---|---|
| Product pages | 68 | 33 | 67% |
| Listicles | 44 | 15 | 75% |
| Editorial | 33 | 30 | 52% |
| category-page | 31 | 14 | 69% |
| pricing | 26 | 18 | 59% |
| Other | 17 | 37 | 31% |
| Comparisons | 16 | 3 | 84% |
| News | 16 | 11 | 59% |
Structured data is what separates cited from ignored.
Of the food-to-go & bakeries pages models actually opened, how much more often each feature's pages ended up in the cited sources. Structured data is worth 18 percentage points; cites its sources pages fare 43pp worse. Measured within the read population, so selection can't flatter it.
The data behind this chart
| Feature | Pages with | Cited % | Pages without | Cited % | Difference |
|---|---|---|---|---|---|
| Structured data | 328 | 66% | 198 | 47% | +18pp |
| Named author | 195 | 68% | 331 | 53% | +14pp |
| Specifications | 51 | 65% | 475 | 58% | +7pp |
| Updated this year | 182 | 61% | 344 | 58% | +3pp |
| Answer up front | 236 | 56% | 290 | 61% | -5pp |
| Comparison table | 114 | 46% | 412 | 62% | -17pp |
| Hard statistics | 98 | 40% | 428 | 63% | -23pp |
| Cites its sources | 28 | 18% | 498 | 61% | -43pp |
Wenzel's the Bakers builds pages AI can quote.
Readiness scores each brand's own pages on the structure models reward — a direct answer up front, tables, hard numbers, named authors, structured data, recency, specifications. Starbucks is the widest gap: well-built pages that still aren't converting into citations.
| Brand | Readiness | Pages cited | Pages profiled |
|---|---|---|---|
| Wenzel's the Bakers | 41 | 100% | 4 |
| Cooplands | 41 | 75% | 4 |
| Marks & Spencer | 27 | 83% | 6 |
| McDonald's | 24 | 8% | 12 |
| Starbucks | 23 | 1% | 106 |
| Greggs | 23 | 27% | 45 |
| Pret A Manger | 20 | 3% | 122 |
| Boots | 17 | 0% | 3 |
| Lidl | 17 | 0% | 3 |
| Asda | 15 | 14% | 14 |
Readiness is the share of eight measurable structural signals present on a brand's profiled pages. It is a build-quality measure, not a ranking of the brand.
The questions food-to-go & bakeries pages have to settle.
Read straight off the pages AI cited: the consumer questions cited content answers most often. Content that fails to settle these is content models have no reason to quote.
Nineteen more categories.
Method: 20 unbranded consumer prompts per category, spread across the buying journey, run weekly against ChatGPT, Claude and Gemini. Read→cited uses Claude and ChatGPT only (Gemini does not separate the two). Correlational observations of model behaviour at the time of the run. Data from the run completed Sat, 17 Oct 2026 13:12:11 GMT.