Rise of the £10 sandwich! Top chefs are rebranding the humble sarnie as the 'sando' and ditching ham and cheese for fancy fillings so that Gen Z can show them off on social media Social media is the driving force behind the posh sandwich movement READ MORE: Best takeaways in the country revealed: Uber Eats share the top rated restaurants in every region of the UK and Ireland By Alice Wade Published: 08:50, 5 June 2024 | Updated: 08:57, 5 June 2024 e-mail View comments If it weren't for the endurance of sandwiches, the British lunchbox would be nothing but a miserable husk of forgotten leftovers, half-attempted salads, and chalky cereal bars. The sandwich is such a familiar part of British life, that in May 2021, Bloomberg used sales of the product in UK retailers to measure how many people had gone back to the office post-Covid. With an industry worth more than £8 billion, it's no surprise that sandwiches have begun to creep into the fine dining scene - and as trendy 'sando' shops open up around the UK, the humble butty has had something of a makeover.
The name is borrowed from Japanese sandos - made with milk bread and served thick with filling with no crusts - Culinary experts believe the sandwich revolution has been driven in part by Millennials and Gen Z who are keen to try out new filling combinations; and also by social media. Dean Harper , Chef and director at Harper Fine Dining told Femail: 'The emergence of expensive sandwich shops aligns with younger customers' gr.