Is £9.50 a reasonable price for a sandwich? What about in London? What if this sandwich has a Michelin star? True, the sandwich I’m talking about doesn’t, but Sons + Daughters (S+D) is the sandwich shop opened in September by Pidgin, a critically-acclaimed restaurant that held a Michelin star in 2017. And this upmarket offer shines a light on untapped opportunities for other operators to premiumise their lunch offer.