With more than a quarter of Brits feeling cut off from their communities, Greene King’s Big Lunch isn’t just about comfort food—it’s a nationwide invitation to reconnect.
There’s something quietly revolutionary simmering in your local Greene King. And no, it’s not a new IPA or a cheeky bottomless brunch. This June, Britain’s largest pub chain is dishing up more than meals—it’s serving a rallying cry to a country that’s lost touch with itself.
Greene King is throwing its weight behind The Big Lunch—a national event running on 7–8 June designed to tackle rising social isolation.
Backed by fresh research revealing that 27% of Brits feel disconnected from their communities, the campaign couldn’t be more timely. The answer? A battered piece of cod, mushy peas, and chips that hit the spot in more ways than one.
Because when 32% of the country now names fish and chips as their favourite lunch, Greene King sees an opportunity: to bring people back to the pub not just for a meal, but for each other.
“Our research shows that 76% of the UK believes that food is the most important part of a social gathering,” says Andrew Bush, Chief Experience Officer at Greene King.
And that’s the beauty of it. No gimmicks. No contrived bonding games. Just shared tables, hot food, and a chance to speak to someone who isn’t in your phone contacts.
A National Tradition Gets a Modern Makeover
Greene King’s 1,600 managed pubs will host a variety of events throughout June. Think giveaways, community meals, and drop-in chats designed to gently coax people out of their social silos. From rural village greens to suburban high streets, the goal is simple: get neighbours talking again.
And it’s not a London-centric buzz-fest either. This is happening in pubs that have seen generations walk through their doors, in places where “fancy a pint?” still means something.
“The Big Lunch is a fantastic way to reach out and make valuable social connections,” says Lindsey Brummitt, Programme Director at Eden Project—the charity behind the campaign.
By partnering with Eden’s long-running community initiative, Greene King is tapping into something deeper than a fleeting promotional stunt. The move blends tradition with purpose, turning the familiar pub lunch into a tool for national healing.
The Comfort of Chips in an Uncertain World
In an age of digital overload and fractured routines, Greene King’s decision to centre this campaign around fish and chips is more than nostalgia—it’s strategy.
The dish is Britain’s edible common ground: loved by students and pensioners, city dwellers and villagers alike. It’s democratic. It’s dependable. And in this context, it’s connective.
It’s no surprise, then, that nearly a third of the country chose it as their top lunch. Fish and chips don’t require explanation or trend-chasing. They just work.
More importantly, they bring people together in a way few dishes can. At a long table with salt on your fingers and a pint in hand, it doesn’t matter if you’re new to town or haven’t said more than a “morning” to your neighbour in years.
Real Pubs, Real People
Of course, some might question the sincerity behind it all. Is this just clever branding wrapped in a heartwarming bow?
Let’s be blunt: yes, Greene King is a business. But that doesn’t make the gesture hollow. When 29% of Brits say the pub is their top place to socialise—outranking live music venues and even community halls—there’s truth to the idea that the local boozer still matters.
This isn’t about selling lager with a side of virtue-signalling. It’s about acknowledging that the pub, often dismissed as old-fashioned, still has the bones to be a meaningful meeting point. Especially now.
For the Shy, the Rusty, and the Ready
The beauty of The Big Lunch lies in its simplicity. You don’t need to book a table weeks in advance. You don’t need to be the life of the party. You just need to show up.
Whether you’re easing out of pandemic-era solitude or simply curious about who else lives down your road, this is your moment. No speeches, no set dress code—just food, faces, and a reminder that even in 2025, the pub can still be where Britain talks to itself.
What’s Next for British Dining?
This campaign could mark a turning point. As more people crave offline connection and fewer return to traditional workplaces, hospitality brands like Greene King are rethinking their roles—not just as food providers, but as community anchors.
The future of dining might not be built around delivery apps or food halls, but in the quiet revival of the local pub. If Greene King’s vision sticks, we’ll look back at 2025 not as the year of marketing fluff—but as the start of a cultural reset.
Need to Know
📅 Event dates: 7–8 June 2025
📍 Where: Over 1,600 Greene King pubs across the UK
💷 Cost: Around £10–£13 for a fish and chips meal, depending on location
🔗 More info: Visit Greene King’s Closer Communities site
Because sometimes, reconnecting with your community is as simple as showing up for lunch.
