Bosses at Greggs really need to give their marketing team a pay rise, after a week of back-to-back announcements that have left customers, quite frankly, blown away.
Earlier this week, Greggs wowed the nation by opening their first ever fine-dining establishment after months of anticipation.
Customers at the Parisien-esque bistro in Fenwick were delighted to try their Michelin-style version of their steak bake, which was paired with truffled creamy dauphinoise potatoes, green beans and a light serving of almonds.
Whilst those with a sweet tooth can sink their teeth into the bakery's signature 'Yum Yums' which were served drizzled in caramel sauce and beside a rather intricate-looking macadamia brittle.
As well as hearing all about Newcastle's latest fine-dining hot spot and booking their train tickets to the North East, Greggs customers were also delighted this week to learn this week that the much-loved high-street shop are attempting to keep prices of their delicious bakes as low as they can for their loyal customers.
But the way that Greggs bosses have been able to do that, is by opting not to keep their 'hot' food on a hot counter.
Actually, this has always been the case.
Fans of the long-standing bakery chain have been left surprised after realising there's actually a reason why some of their hot food isn't always hot when you buy it.
And that is due to the dreaded 'Pasty TAX' - yep, you read that right.
There's actually a tax which charges value-added tax (VAT) for hot takeaway food but exempts other meals which are either served cold or cool down.
Explaining their reasoning on their website, a statement reads: "We sell savouries that are freshly baked in our shop ovens, then put on a shelf to cool.
"We don't keep them in a heated environment, use heat-retaining packaging, or market them as hot because of this."
The message continued: "As bakers, we believe that baking our savories fresh each day gives customers the best quality product.
"If the sausage rolls and bakes were kept hot after they had been baked, then they would be subject to VAT and the customer would have to be charged a higher price, in the same way that we charge VAT on our hot sandwiches which are kept in a heated cabinet and are subject to VAT."
People were initially stunned to discover the lit-up counters in Greggs didn't actually keep food warm, with one person describing themselves as 'shook', with another jibing that the bakery had 'fooled us all'.
Greggs have also advised their customers in the past to 'get there at the right time' to make sure that whatever you ordered wasn't stone cold by the time you wanted to eat it.
Of course, the only way to really guarantee you'll be getting a hot meal is to squat in Greggs and wait until a fresh batch of what you want most becomes available.
That, or take a trip up north to their new bistro...Featured Image Credit: Jacques Feeney/MI News/NurPhoto/Getty Images/Geography Photos/UCG/Universal Images Group/Getty Images