It has been announced that Lawson will be holding a "Over-the-top Challenge" at approximately 14,000 stores nationwide for four weeks starting June 3rd. This is a popular campaign in which customers increase the amount of ingredients and weight while keeping the price the same. To commemorate the 50th anniversary of the opening of Lawson's first store (Sakurazuka store in Toyonaka City, Osaka Prefecture) on the 14th, Lawson will be releasing 41 items, the most in the campaign's history, with approximately 50% more quantity (some items will only be available at certain stores).
The "Over-the-top Challenge" began in February 2023 and is now in its fifth year. The average number of customers per store during the campaign period is said to have increased by about 5% compared to the previous year.
◇Product lineup and release date
▽Already on sale: "Uchi Cafe Too Much! Premium Roll Cake" (227 yen), "Too Much! Yakisoba with Sauce" (497 yen), "Too Much! Thick-Cut Pork Cutlet Sandwich" (495 yen), "Too Much! Takana Mentaiko Rice Ball" (192 yen), "Too Much! Ham Sandwich" (343 yen), "Too Much! Beef Croquette Bread" (181 yen), "Dekaraage-kun Dream Mix Flavor" (259 yen), "Mega Iced Cafe Latte" (260 yen), "Kuriyama Rice Crackers Seto Salt 50% Increased 125g" (257 yen), "Uneven Fried Peanuts 50% Increased 105g" (148 yen), "Toyo Suisan Gekimen Wontonmen Large 50% Increased" (254 yen)
▽ On sale June Getsuku: "Uchi Cafe Too Much! Large Chocolate Choux (Chocolate Cream & Whipped Cream)" (181 yen) "Too Much! Oil Soba with Spicy Soy Sauce" (559 yen)
▽ On sale June 10th: "Too much! Katsu curry (medium spicy)" (697 yen), "Too much! Char siu mayonnaise rice ball" (181 yen), "Too much! Croquette sandwich" (297 yen), "Too much! Melty cheese bread" (203 yen), "Uchi Cafe Too much! Melt-in-your-mouth chocolate crepe" (248 yen), "Too much! Large sauce-covered meatball skewer (with cartilage)" (198 yen), "Yamayoshi Seika Potato Chips Otokoki Wasa Beef 50% more 68 grams" (152 yen), "Crunchy sweet potato chips made with domestic sweet potatoes 50% more 129 grams" (168 yen), "Chanpon 50% more" (168 yen)
▽ On sale June 16th: "Uchi Cafe Too Much! Fluffy and Mochi Fresh Chiffon Cake" (257 yen) and "Too Much! Meat Sauce" (646 yen)
▽ On sale June 17th: "Too much! Takana roast pork rice ball" (181 yen), "Too much! Ham cutlet sandwich" (365 yen), "Too much! Coarsely ground sausage and curry" (171 yen), "Too much! Chicken cutlet bento" (592 yen), "Seafood chige ramen 50% more" (168 yen), "Corn snack chocolate 50% more 74 grams" (130 yen), "Nattori snack cheese smoked 50% more 177 grams" (432 yen)
▽ On sale June 23rd: "Uchi Cafe Too Much! Bubble Chocolate" (275 yen), "Uchi Cafe Too Much! Doramochi Anko & Whipped Cream" (200 yen), "Too Much! Neapolitan" (646 yen)
▽ On sale June 24th: "Too much filling! Onigiri pork and egg (with tuna mayonnaise)" (322 yen), "Too much filling! Tuna and egg sandwich" (289 yen), "Too much filling! Coarsely ground chorizo bread" (160 yen), "Large thick-sliced ham cutlet" (188 yen), "Tohato Amijaga umashio flavor 50% more, 83 grams" (163 yen), "Crunchy fried tuna 50% more, 146 grams" (138 yen), "Suehiro Seika bread crust rusk French toast flavor 50% more, 160 grams" (214 yen)
