They say old habits die hard, but it turns out many Britons have finally had it with their cold midday go-to. It’s no secret that plenty of workers are tired of sandwiches for lunch, and fresh research now confirms what rumbling stomachs have long suspected: the humble bread-based midday meal just isn’t cutting it anymore.
A recent YouGov survey commissioned by Tortilla reveals that over a quarter (26%) of UK adults label the standard bread sandwich as their dullest option.
About 16% are so fed up with bland bites that they’re actively seeking hot alternatives. Suddenly, warm toasties and quesadillas are emerging as the shining stars of the midday break, delivering precisely what a basic sandwich often lacks—heat, texture, and a spark of excitement.
This longing for warmth isn’t confined to a small group. Women, in particular, are leading the charge, with a full 33% finding bread sandwiches utterly uninspiring.
Men, on the other hand, seem equally weary of salads (28%), suggesting that the nation’s taste buds are broadly united in seeking something more satisfying.
Even geography plays a role. Scotland and the North of England stand out as regions where hot options are gaining ground, with 19% of respondents in these areas selecting a warm sandwich alternative as their ideal weekday lunch. It’s a culinary climate shift that even the frostiest December day can’t cool off.
Age also plays a part: the 45-54 bracket is, by all indications, the most done with their daily bread. Some 31% of this age group are looking to trade in that cold, chewy staple for something that delivers a proper midday morale boost.
If the lunchtime routine needs shaking up, clearly these people are ready to lead the charge. And no, we won’t use the word to describe it that starts with “r” and ends with “e” that you might expect here. Let’s just call it a needed shift.
Enter the quesadilla. This is the Mexican-inspired answer to a classic toastie—an upgraded version of lunch that promises to take tired taste buds on a brief holiday without leaving your desk.
Tortilla, apparently well aware of the nation’s midday malaise, plans to deliver a gift to the hungry masses. They’re hitting the streets, giving away hundreds of free quesadillas and providing relief to those who’ve spent too long gnawing at lacklustre bread.
Megan Burton-Brown, Marketing Director at Tortilla, said: “Think of our quesadillas as Mexican toasties – they transform the humble sandwich into something actually delicious: less bread, more filling, including; melted cheese, fresh customisable ingredients, and a sauce for dipping – satisfaction you just can’t get from a regular sarnie!”
To bring this warm, toasty moment to life, Tortilla is launching the Quesadilla 5000, a custom contraption designed to convert bland sandwiches into hot, satisfying quesadillas.
The pop-up event takes place on December 12 at Tortilla Greenwich (Opposite Cutty Sark Station), from 11 am-2 pm, hosted by TikTok personality Tommy Solemn.
Show up with a store-bought sandwich, and Tortilla will hand you a free quesadilla. Each surrendered sandwich will be donated to local charities, including the Greenwich Homeless Project and the 999 Club, turning a lunchtime trade-in into genuine goodwill.
The standard quesadilla, stuffed with Monterey Jack cheese, your choice of protein or veg, fresh salsa, and an extra side of salsa, goes for £6.95—but on this day, it’s yours for the price of a boring sandwich.
It’s a win-win scenario: you get crunch, warmth, and flavours that actually keep you interested, while your old sandwich helps someone else in need.
For those craving a bit of holiday cheer, Tortilla is offering a limited-edition Festive Quesadilla. Featuring Somerset British Camembert and Cranberry & Chipotle Salsa, it’s available at £6.95 in-store or for order-ahead, as well as on Uber Eats and Just Eat. It might just help make the season brighter for palates weary of predictability.
All data, unless otherwise noted, come from a YouGov survey of 2,148 UK adults conducted online between November 6th and 7th, 2024. The figures have been weighted to ensure a nationally representative sample.
With a nation growing increasingly tired of sandwiches for lunch, perhaps the time is right for a warmer, tastier midday indulgence. Tortilla is betting big on the idea that if your meal makes you yawn, it might be time to trade it in—and heat things up.