The idea is the brainchild of media and planning agency Feather Brooksbank, which has enlisted the Diary to help it persuade an industry famous for its re-enactments of La Grande Bouffe to swap pan-fried fillets of daurade, grilled asparagus and globe artichokes with vanilla sauce for a sausage roll from Greggs.
Can such famous gourmands as Leon Jaume, Tim Lindsay, Johnny Hornby and James Murphy be persuaded to shun the black cod at Nobu for a baked potato at Benjy's? The Diary hopes so, although with Jeremy Miles still famously maintaining he's never eaten a sandwich in his professional life, The Ivy is probably safe from having to issue a profit warning just yet.
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