More than 60 hungry students from the University of Birmingham's Meal Deal Society descended on the Tesco Express in Selly Oak on a quiet Tuesday night, turning the aisles into a hub of chatter. The society, which was originally founded in 2017, had been on an extended hiatus that began during Covid. With the start of a new academic year, a fresh cohort of students brought it back, using social media to recruit members.
Bringing the Society Back
Finlay, a 21-year-old computer science student and the society's president, played a key role in its revival. After registering with the Guild of Students, the founding members held an AGM. 'We were all democratically elected into our positions,' Finlay told Metro. 'I stood for president, as bringing the society back was originally my idea.'
Finlay noted the society's appeal: 'I've seen so many people with completely different interests, courses and friendship groups come together over their shared love of the meal deal. It's been a really easy way for people to meet others they might not have otherwise crossed paths with.'
Planned Activities and Membership
Unlike some societies that organise rigorous hikes or day trips to burial sites, the Meal Deal Society keeps things relaxed. Finlay said their next event is 'a campus scavenger hunt, with teams completing tasks at various locations around campus.' Other future activities include quizzes, volunteering, and collaborations with other University of Birmingham societies.
The annual membership fee is £3.85, which includes a free meal deal. Each committee member must publicly state their meal deal of choice on the website. Finlay opts for a Chicken Caesar Wrap, Jimmy's iced coffee, and salt and vinegar Kettle chips, while social media executive Maya, 21, prefers the Deli Meat Feast Sub with a Lipton Peach Ice Tea and Chocolate Croissant.
Growing Popularity and Brand Interest
The society has become a social media phenomenon, with its latest TikTok video racking up over 500,000 views. It is experiencing a swell of demand from wannabe members, some from other universities. Comments on recent videos include 'this is a society I would sign up for' and 'omg I need to join.' One user, @Rebs, described the Selly Oak Tesco Express event as 'peak British culture,' while @jasmin added, 'I need to know the most ordered items between all of them and I need it now.'
The society's appeal ties into broader trends: more than 7 million meal deals are sold each weekday, and a 2026 health survey found that 35% of 16–24-year-olds in England reported no alcohol consumption in the past year. Finlay emphasised the society's relaxed nature, stating it is a place 'where you can meet new people and get involved whenever you fancy.'
Brands including Tesco, UniDAYS, Deliveroo, and KrispyKreme have left comments on the society's TikTok hinting at future collaborations. While the society has stuck to Tesco meal deals of late, Finlay confirmed they are not biased: 'We're definitely planning to branch out and try other supermarkets and food establishments in the future!'
