Wasabi launches 'British Sushi Time' campaign to encourage outdoor lunch breaks
Nearly 46% of UK employees reportedly eating lunch at their desks,
Fast-casual chain Wasabi Sushi & Bento has launched a new summer campaign, “British Sushi Time (BST),” aimed at encouraging UK workers to step away from their desks and spend lunch breaks outdoors with others.
The move comes as 46% of UK workers still eat lunch at their desks despite warmer weather and longer daylight hours.
The campaign centres on a new “Sushi Alfresco Meal Deal for Two,” which includes two large sushi sets, two onigiris, and two waters for £22 (£11 per person). It is designed to promote shared, outdoor lunches instead of working through breaks.
To mark International Sushi Day on 18 June, Wasabi also ran a limited-time promotion offering the meal deal for free to customers who visited participating stores between 11am and 3pm dressed in salmon pink alongside a friend.
Mays Elansari, marketing director at Wasabi, said the campaign was designed to address the gap between intention and behaviour around lunch breaks. “Brits are obsessed with making the most of summer, but too often that ‘hour in the sun’ ends up spent at our desks.”
“That’s why we created the Sushi Alfresco Meal Deal for Two to help close that gap, giving people a simple excuse to step away from their screens, head outside and properly enjoy lunch together,” she added.
The “Sushi Alfresco Meal Deal for Two” will be available in participating stores from 18 June to 4 August.
