Greggs has launched what it dubs is its most “Instagrammable” concept yet with its second Primark tie-up.

Located on London’s Oxford Street, the Tasty By Greggs 110-seater café features a Double Decker-inspired bus complete with seating booths as well as doughnut-designed stalls featuring quotes such as: “There’s no such thing as too many sprinkles”.

Other novelties include a sausage roll swing, a Greggs phone box with interactive digital games and a vintage-style free-standing bike for photo opportunities.

The vibrant cafe serves up hot food to go, including sausage rolls, bakes, sweet treats and freshly ground coffee and operates a click and collect service via the Greggs app.

Customers can also order Hot Yum Yums with either salted caramel or milk chocolate dipping sauce and pizza sharing boxes with a range of toppings.

Earlier this year, Greggs launched its first Tasty By Greggs cafe in Primark’s Birmingham store.

“We’re delighted to be bringing the tastiest shopping experience to our London customers,” Tim Kelly, director of business development at Primark, said.

“The latest addition to our suite of in-store experiences in our Oxford Street East store, customers can now enjoy a tasty sausage roll and coffee to refuel while browsing the Primark products they know and love – in addition to the branded and non-branded vintage items WornWell’s opening will also bring.”

The new café follows other recently opened Greggs stores in London, including Leicester Square, Liverpool Street Station and Tottenham Hale Station.