O2 is giving away thousands of free breakfasts from Greggs via Priority from O2, as new research shows that half of Brits (50%) are skipping breakfast in favour of extra time in bed.
The research, commissioned by O2, highlights how darker mornings are disrupting the nation’s breakfast habits. More than half of Brits (56%) skip breakfast at home at least once every week, with one in five (20%) admitting to never eating breakfast at home on a weekday morning. Time pressures appear to be a major factor, with almost a quarter (23%) saying they don’t give themselves enough time before they need to leave the house, while 21% would rather have extra sleep and 17% are busy getting their children ready for the day.
But missing the day’s first meal comes at a cost. Almost half (49%) say the rest of the morning feels harder when they go without breakfast, while six in ten (59%) believe they’re in a better mood when they’ve eaten it. To help members get the best of both worlds, O2 has teamed up with Greggs to offer free breakfasts through its award-winning membership programme, Priority. The reward which consists of a single-filling breakfast roll and drink, makes it easy for members to grab something on the go, meaning they don’t have to choose between a few extra minutes under the duvet and starting the day right.
An O2 spokesperson said: “The return of dark mornings makes getting out of bed that little bit harder for many of us. With our research showing that breakfast is often the first thing to be sacrificed when the clocks change, and almost a quarter of people (23%) admitting they don’t give themselves enough time before they need to leave the house, O2’s Greggs reward on Priority is the perfect pick-me-up. Whether you’re racing for a train, tackling the school run or simply struggling to leave your warm bed, we’re helping members grab breakfast on the go and kick-start their day.”
The free Greggs Breakfast Roll Deal is available to eligible O2 and Virgin Media broadband customers through Priority on weekdays from 19 October until 30 October 2026.
Priority members can also enjoy a host of other rewards throughout October, including:
- Get a free 140g bag of Swizzels Squashies Cherry Cola delivered straight to your door
- Win a VIP Beetlejuice theatre experience, including a luxury hotel stay
- Claim a free three-month Priority presents O2 Days Out VIP pass.
- Win one of 120 pairs of tickets to an O2 Academy show of your choice, available across O2 Academy venues nationwide.
- Win a full-size pack of Reese’s Peanut Butter Cups.
- Win a Halloween Pumpkin Biscuit from Biscuiteers.
Priority is available at no extra cost to all O2 mobile and Virgin Media broadband customers, giving members access to thousands of rewards, experiences, discounts and exclusive offers every year.
ENDS
Notes to Editors:
This reward is only valid on weekdays until 30 October 2026.
This reward entitles members to a single-filling breakfast roll, paired with a regular hot or selected cold drink.
About Priority from O2:
Priority is the award-winning loyalty platform from O2. In 2025 alone, Priority gave members access to more than 8 million rewards, 1 million free events and experiences, and 48-hour presale access to some of the UK’s biggest live events. Across entertainment, music, sport and gaming, Priority sold 1.7 million tickets and helped members save £33 million during the year.
In addition to early ticket access to thousands of popular venues across the UK, Priority members can also benefit from queue jump, cloakroom services and phone charging services, plus VIP hospitality and discounts on merchandise at O2 venues.
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