Lunchbreaks get a glow-up as Brits splash out on premium meal deals with Thursday now becoming the new Friday

22 May 2026

A new report from Co-op has revealed Brits are going posh on their lunchbreaks with sales of premium meal deals more than tripling over the last three years.

Co-op’s “The Way we Lunch” report has delved into the nation’s lunchtime habits and uncovered how shoppers are no longer just hunting for the cheapest option when it comes to the iconic meal deal, as the UK’s leading convenience retailer reports a staggering 203% rise in premium meal deal purchases since 2023.

Sales data included in the report has revealed that Thursday is now the new treat day for office workers, as it’s the most popular day for shoppers to trade up to a premium meal deal. With hybrid working, Thursday has become the new Friday – as it’s often the last day in the office for many – and workers are using Thursday lunchtimes as a chance to treat themselves as the weekend approaches.

Research^ in the report suggests that premium meal deals are becoming more popular as consumers are redefining value for money around quality, with 71% of consumers stating they prioritise quality over simply finding the cheapest option.

Additionally, the data shows that food-to-go is shifting from just being hurried convenience and is increasingly being treated as a moment of enjoyment. Premium meal deals offer shoppers a change from traditional sandwich options – with delicatessen-style breads, such as focaccia, and more restaurant-led food trend inspirations – making lunchtime feel more of an elevated moment of enjoyment.

The nation’s love affair with the lunchtime meal deal (LTMD) shows no signs of slowing, with overall sales increasing nearly 30% in the last two years. At Co-op, the number of LTMDs bought jumped from 48 million in 2023 to 56 million in 2024 – before climbing again to over 62 million in 2025.

When focusing on regional hot spots for premium meal deal purchases, Greater London ranks as the top region for number of total deals sold, followed closely by Greater Manchester, Kent, West Yorkshire and Cheshire.

However, when further sales analysis is made on the number of premium meals deals sold at an individual store level, Co-op’s store in Media City, Salford – the UK’s most diverse media workforce outside London – comes out on top.

Helen Jagger, Co-op’s new product developer manager, said: “We’re seeing shoppers turn lunch into more of a treat and the great British meal deal is right at the heart of that. People aren’t just picking the cheapest option anymore, they’re looking for bigger, bolder flavours, standout ingredients and something that makes lunchtime feel like a special occasion.”

Jim Winship, Director of the British Sandwich & Food to Go Association, said: “This report mirrors our experience that when times are tough, consumers tend to turn to premium sandwich and food-to-go products both as a treat and in preference to eating out in pubs and restaurants at lunch and other times.”

Co-op introduced its premium meal deal in 2023, enabling its shoppers to customise their lunchtime meal deal with an expanded range of deluxe main choices. Premium mains emphasise trend-driven flavour profiles and incorporate premium ingredients that are new to the food-to-go aisle.

New premium launches at Co-op this summer include Irresistible Italian Mortadella & Mascarpone Focaccia, Irresistible Beef Burrito Wrap with Birria Dip, Irresistible Korean Chicken Sando with Gochujang Aioli and a Tex Mex Style Chicken Wrap with Holy Moly® Guacamole Dip.

As a result of Co-op’s British protein commitment, all the meat and poultry in its food-to-go products – including all sandwiches, wraps and salads – is 100% British. This commitment gives members and shoppers confidence in where their food comes from and how it is produced.

-ENDS-

Notes to editors

^Lumina Intelligence UK Food To Go Market Report 2026