Lawson announced on January 30th that it will be holding a "Over-the-top Challenge" at approximately 14,000 stores nationwide for three weeks starting February 3rd. This is the fourth time for this popular campaign, in which the price remains the same but the weight and ingredients of the products are increased by approximately 47%. 31 products, the most in the history of this campaign, will be released in sequence.
In addition to the "Premium Roll Cake" (227 yen) and "Napolitan" (646 yen), which have been increased in the past, this time the "Fuwanoko Cheesecake" (319 yen) and "Dora Mochi" (200 yen) will also be increased. Of the 31 items, 25 are products that have not been increased in the past three times.
An explanatory meeting was held in Tokyo on the same day. The campaign receives such a large response every time that many people take to social media to complain that they "can't get it." Takayuki Umeda, assistant general manager of the product headquarters, said, "We regret that we have not been able to deliver the products to all customers," and explained the aim of increasing the number of items, saying, "The supply volume varies considerably depending on the product, but (this time) we have increased it by about 1.2 times. It takes longer to manufacture than regular products, so it is difficult to increase the supply of each individual item. Therefore, we increased the product lineup so that customers can enjoy the total amount."
When asked what the best time to purchase is, he replied, "As many people tweet about on social media, the best time to purchase is when the product is delivered to the store. Delivery times vary depending on the store, but since nearby stores have similar delivery times, we apologize, but if the product is out of stock, we ask that you check the nearest store."
Although raw material prices are rising, he said, "There is no other project that has received such a great response and pleased our customers so much, so most people within the company are in favor of going ahead with it.We are considering what kind of ideas we can come up with to continue on a cost-effective basis."
◇Product lineup and release date
▽February 3rd: "Too much! Premium roll cake" (227 yen), "Too much! Filling rich pork ramen" (697 yen)▽February 4th: "Too much! Takana mentaiko rice ball" (167 yen), "Too much! Grilled pork bento" (592 yen), "Too much! Teriyaki chicken egg sandwich" (354 yen), "Too much! Teriyaki hamburger" (192 yen, 184 yen in Okinawa), "Dekaragekun 3 kinds mix flavor" (248 yen), "Mega hot cafe latte" (270 yen), "Kuriyama rice confectionery Baka-uke green laver 47% more than 28 pieces" (257 yen), "Yamayoshi Seika potato chips Wasa beef 47% more 74g" (152 yen), "Fujiya Milky 47% more 147g" (221 yen)
▽ February 10th "Too much! Fluffy and rich cheesecake" (319 yen), "Too much! Neapolitan" (646 yen) ▽ February 11th "Too much! Char siu mayonnaise rice ball" (160 yen), "Too much! Seafood tempura bento" (592 yen), "Too much! Potato and egg sandwich" (279 yen), "Too much! Coarsely ground pork frank roll" (181 yen) * In Okinawa, "Too much! Coarsely ground sausage bread" will be released (160 yen), "Too much! Large sauce meatball skewer with cartilage" (198 yen), "Too much! Large thick-cut ham cutlet" (173 yen), "Yamazaki Biscuit Aerial Corn Potage 47% increase 96g" (151 yen), "Tohato Caramel Corn 47% increase 103g" (152 yen), "Kamu Kamu Lemon 47% increase 45g" (149 yen)
▽ February 17th "Too much! Dora Mochi (red bean paste & whipped cream)" (200 yen, released in Okinawa on February 18th), "Too much! Large chocolate choux (chocolate cream & whipped cream)" (181 yen), "Too much! Soft-boiled egg and grated yam udon" (538 yen) ▽ February 18th "Too much! Filling! Onigiri pork and egg (tuna mayonnaise)" (289 yen) * In Okinawa, "Too much! Pork and egg (tuna mayonnaise)" will be released (265 yen), "Too much! Cream roll" (279 yen), "Too much! Chewy pizza bread" (192 yen) * In Okinawa, "Too much! Deep fried beef curry bread" (157 yen) will be released, "Mini Kabukiage 47% more 114g" (138 yen), "Crispy tunaage 47% more 133g" (138 yen), "Crunchy! Crunchy! Crunchy Chocolate 47% More 80g" (158 yen)
