Hands up if you’ve been eating your lunch solo, scrolling through your phone or staring at a screen? You’re not alone. New research shows that one in three Brits (35%) regularly eat lunch alone at work, highlighting just how isolated the midday meal has become.
But that’s starting to change.
According to new research from Coca-Cola, the traditional “desk lunch” is on the way out, replaced by a more social, flavour-driven sandwich culture — and Brits are rediscovering the joy of eating together.
At the centre of this shift is Jordan North, who has partnered with Coca-Cola Zero Sugar to launch a new initiative designed to bring people back together over Britain’s most iconic lunch: The sandwich.
Introducing The Coke Sandwich Society
The new campaign, The Coke Sandwich Society, aims to revive the humble sandwich as a shared social experience rather than a rushed, solo convenience meal.
Jordan North says the initiative is about more than food:
“It’s about taking a break, having a laugh, and properly enjoying your food with your mates.”
To kick things off, Coca-Cola Zero Sugar hosted a special launch event in London featuring sandwich creator Tom Ady, founder of Tommy’s Sandwiches, where guests built custom sandwiches inspired by bold flavours and global influences — all enjoyed alongside ice-cold Coca-Cola Zero Sugar.
From Desk Lunches to Social Feasts
The research paints a clear picture of changing habits:
- 80% of Brits say they’re more likely to eat lunch with others than three years ago
- Social lunches now last 46 minutes, compared to just 18 minutes alone
- 86% agree there’s nothing better than trying a new sandwich with friends
- 22% say sandwiches taste better when shared
It’s a major cultural shift — and it’s redefining what lunch looks like across the UK.
Gen Z Is Reinventing the Sandwich
Classic fillings are losing ground with younger generations. In fact, 81% of Gen Z say they’re bored of traditional sandwiches.
Old favourites falling out of favour include:
- Cheese & ham (29%)
- Egg & cress (29%)
- Tuna mayo (22%)
Instead, Brits are embracing global, flavour-packed creations such as:
- Chicken Caesar (37%)
- Meatball subs (36%)
- Korean fried chicken (32%)
- Philly cheesesteaks (31%)
From Turkish-style wraps to spicy fried chicken stacks, sandwiches are no longer just quick bites — they’re becoming a way to explore global cuisine.
Sandwich Culture Is Getting More Social (and Digital)
Sandwiches remain deeply rooted in British culture:
- Brits eat them four times a week on average
- 54% consider them a British cuisine staple
- Nearly half (47%) see them as a proper meal
- 19% have even eaten one on a date
Social media is also shaping the trend:
- 26% discover new sandwich ideas online
- 71% recreate them at home
- 69% share recipes with friends and family
As Tom Ady puts it:
“The best sandwiches are the ones you share — it turns something simple into something memorable.”
Why Coca-Cola Is at the Centre of the Sandwich Moment
More than half of Brits (52%) pair their sandwich with a fizzy drink, with Coca-Cola leading the way at 42% — reinforcing its place as the nation’s go-to lunchtime companion.
This connection between sandwich and drink is central to the campaign’s message: lunch is better when it’s shared, and better still with the right pairing.
The Future of Lunch Is About Connection
The Coke Sandwich Society will continue rolling out events across the UK, encouraging people to step away from their desks and rediscover the joy of shared meals.
Fans can get involved through the Coke app, where upcoming experiences and activations will be announced.
The humble sandwich might be one of Britain’s simplest foods — but it’s quickly becoming one of its most social. And with Coca-Cola Zero Sugar helping lead the charge, lunch breaks might never be the same again.
