BrewDog is attempting to help workers reclaim their lunch breaks – by offering to buy everyone who goes into their Manchester bars TWO PINTS of beer for them and a colleague.
The unusual move follows research that found 77% of UK office workers spend their entire lunch hour at their desk.
Meanwhile 57% of the UK workforce welcome a return to the lunchtime pint as a means of ‘switching off’ – with just 11% saying that they are actively encouraged to socialise away from the office.
BrewDog’s new Out of Office campaign aims to begin the fight back against ‘always-on’ culture and gives people the chance to escape the office and enjoy a genuine break with their colleagues.
The brand is offering to buy workers two pints of beer or alcohol-free beer for them and a colleague every lunch time between 12pm–2pm from Monday to Friday this week across the craft beer company’s 52 UK bars.
The initiative comes after new research revealed half of office workers (49%) feel a visit to the pub or a bar at lunchtime is a key part of so-called key part of British culture.
However, two-thirds of office workers in the UK (66%) feel it’s no longer a common occurrence or is frowned upon by bosses.
BrewDog is working with author of ‘Happiness is Here’ Susanna Newsonen on the campaign between Monday 25-Friday 29 November.
Susanna said: “Your brain needs regular breathers throughout your day. Getting totally offline and away from your desk at lunch is vital in helping you to recharge your batteries and better deal with stress.
“People taking part in BrewDog Out of Office will find they come back into the office feeling happier and more productive. It’s also a great way to better connect with your colleagues and build more positive relationships with them.”
To sign up, all people need to do is visit BrewDogOOO.com and input their email address, they will then receive a QR code with suggested ‘out of office’ messages to use.
When they arrive at the bar, colleagues both simply show their ‘out of office’ and enjoy their pints on BrewDog over a relaxing lunch break.
BrewDog co-founder James Watt said: “Leaving your desk at lunch has become frowned upon in many workplaces, most people make do with shovelling down a sad sandwich at their desk while they crack on with work.
“That’s not a break, and it’s certainly not good for productivity or our mental and physical health.
“BrewDog is making a stand and putting our money where our mouth is, buying pints for the people to help them get away from their desks for a true break over lunch.
“It’s time to make a change. BrewDog Out of Office encourages people to take back that hour that is rightfully theirs. Our aim to be inclusive, so we are offering the choice of alcohol-free Punk AF or Nanny State as well as the classic Punk IPA or Lost Lager.
“This initiative isn’t about encouraging people to be unprofessional, it’s about reclaiming lunchtime for the people.”