Pepper Lunch Wins Three Honours at the 2026 QSR Media Asia Awards
Source: QSR Media Asia Awards 2026
Pepper Lunch has received three honours at the 2026 QSR Media Asia Awards, recognising the brand’s achievements in global marketing, strategic collaboration and restaurant experience innovation.
Pepper Lunch has been recognised with three honours at the 2026 QSR Media Asia Awards, celebrating the brand’s achievements across marketing, collaboration and restaurant design.
The three winning categories are:
- Best Marketing Campaign (Large Restaurant Chain) for World Pepper Rice Day
- Best Brand Collaboration for the Pepper Lunch × Nissin Bowl Noodles partnership
- Best Restaurant Renovation for the Pepper Lunch Concept 4.0 interior experiential design
Together, these awards reflect Pepper Lunch’s commitment to creating fresh and memorable experiences for guests, both inside and beyond its restaurants.
Bringing the world together through World Pepper Rice Day
The Best Marketing Campaign (Large Restaurant Chain) award recognises the inaugural World Pepper Rice Day, held on 3 July 2025.
Created as a global celebration of the brand’s signature Pepper Rice, the campaign brought together 517 restaurants across 17 territories. Participating markets activated the occasion through locally adapted promotions, digital countdowns, influencer engagement, video content and coordinated in-restaurant materials.
The campaign welcomed 2.5 times the usual number of guests and served 3.2 times the average volume of Pepper Rice. Across participating markets, Pepper Rice category sales increased by an average of 216%.
The celebration also achieved a Guinness World Records title for the most photos of hotplate Pepper Rice uploaded to Facebook in one hour, with 518 valid entries. The achievement brought guests, franchise partners and restaurant teams together around the shared Pepper Rice experience.
Extending the Pepper Lunch experience with Nissin
The Best Brand Collaboration award celebrates the regional partnership between Pepper Lunch and Nissin.
Through this collaboration, the familiar flavours of Pepper Lunch were introduced in a convenient instant bowl noodle format. The products launched across Singapore, Hong Kong, Malaysia and Thailand and were made available through major retailers, convenience stores and participating Pepper Lunch restaurants.
Supported by in-store promotions, social media, influencer content and digital communications, the collaboration connected the restaurant and fast-moving consumer goods experiences. More than 200,000 units were sold across the region during the campaign period, with the products selling out at multiple locations.
The partnership demonstrated how the brand’s signature flavours can reach guests in new formats and occasions while encouraging consumers to discover the original sizzling restaurant experience.
Reimagining the restaurant experience through Concept 4.0
The Best Restaurant Renovation award recognises the Pepper Lunch Concept 4.0 pilot renovations at four Singapore & future restaurants: Tampines 1, Pasir Ris Mall, NEX and JEM.
Concept 4.0 introduces a refreshed environment built around the idea of “Sizzling Theatre”, bringing together contemporary design, local warmth and practical spatial planning. The concept responds to guest and operational needs through improved restaurant circulation, ventilation, seating, materials, digital ordering and brand storytelling.
The redesigned restaurants use more durable, easy-to-maintain materials and create clearer routes for dine-in, takeaway and delivery orders. Distinctive elements such as thematic ceilings, illuminated brand features and multimedia touchpoints make the signature hotplate experience more visible throughout the restaurant.
Through careful material selection and design planning, Concept 4.0 reduced renovation costs by 10% to 20% compared with previous concepts while creating a more comfortable, functional and scalable restaurant environment.
A shared achievement across the Pepper Lunch network
These three honours recognise the ideas, coordination and execution of teams and franchise partners across the global Pepper Lunch network.
From bringing guests together around Pepper Rice, to extending the brand into new product formats and transforming the restaurant environment, each initiative supports the same ambition: to make every interaction with Pepper Lunch engaging, distinctive and memorable.
The recognition also strengthens the brand’s commitment to continued innovation as it grows globally, while keeping the interactive sizzling experience at the heart of what makes Pepper Lunch unique.
