Sushi Express and its sister brand Sushi Plus have turned the conveyor belt into a competition. The Big Eater Challenge, fronted by competitive eater Zermatt Neo, gives teams of two 50 minutes to clear as many plates as they can, and the plate count decides how much of the bill disappears.
> Quick view: teams of 2, 50 minutes · 40 plates 20% off, 80 plates 40% off, 120 plates 60% off, 200+ plates free · top 3 teams overall win S$1,000, S$800 and S$500 · 7, 13, 21, 28 Oct and 4 Nov 2026, 2.30pm and 4pm · Sushi Express Westgate, PLQ, Changi City Point, Waterway Point and Sushi Plus 313@somerset · registration required, opening a week before each date
The reward ladder
The plate count is shared by the two of you, so every plate either of you clears goes into one total.
| Team plate count | Reward | Per person |
|---|---|---|
| 40 plates | 20% off | 20 plates each |
| 80 plates | 40% off | 40 plates each |
| 120 plates | 60% off | 60 plates each |
| 200 plates or more | Free meal | 100 plates each |
On top of the discounts, the three teams with the highest plate count across the whole campaign take home cash: S$1,000 for first, S$800 for second and S$500 for third.
Dates, sessions and outlets
| Date | Sessions |
|---|---|
| Wed 7 Oct 2026 | 2.30pm, 4pm |
| Tue 13 Oct 2026 | 2.30pm, 4pm |
| Wed 21 Oct 2026 | 2.30pm, 4pm |
| Wed 28 Oct 2026 | 2.30pm, 4pm |
| Wed 4 Nov 2026 | 2.30pm, 4pm |
- Sushi Express: Westgate, PLQ (Paya Lebar Quarter), Changi City Point, Waterway Point
- Sushi Plus: 313@somerset
The poster asks teams to arrive 20 minutes before their session. Note that at least one roundup site printed the first date as 4 October; Sushi Express's own Instagram post and poster both say 7 October.
The fine print
- Registration only. Sign up through the Big Eater Challenge form linked in Sushi Express's Instagram bio. Registration opens one week before each challenge date, and spots are limited.
- Rules reported from the sign-up form. Coverage of the challenge (SethLui.com and others) adds that both diners must be 18 or older, each person can take part only once, only plates taken off the conveyor belt count, and all food must be finished within the 50 minutes, garnish included. The form itself needs a Google sign-in, so read it in full when you register.
- A record bonus, per coverage. Reports also mention an extra S$500 for a team that beats Zermatt Neo's 201-plate mark. It is not on the brand's poster or caption, so treat it as a possibility rather than a promise.
- Terms and conditions apply, as the poster says.
Is it worth it?
Sushi Express's menu banner lists its cheapest white plate at $1.50++. At that price, 40 plates is about $60 before service charge and GST, so the first tier is worth roughly $12 off. At 80 plates (about $120++) the 40% saves around $48, and at 120 plates (about $180++) the 60% saves around $108. A free meal at 200 plates covers roughly $300++ of sushi.
The honest read: the 20% tier is the realistic target for two big eaters. Twenty plates each in 50 minutes is about one plate every two and a half minutes. The higher tiers are for people who already know they can eat competitively, and the poster does not say whether the discount covers drinks and sides, so ask before you order them.
Tips
- Pick a partner who eats fast, not just a lot. The clock is the real opponent.
- Stick to small, light plates. Rice-heavy rolls and fried toppings fill you up faster; simple nigiri and gunkan are easier to stack.
- Skip the soup and the sugary drinks until the 50 minutes are up.
- Do not leave garnish behind. If the reported finish-everything rule applies, a stray slice of ginger could cost you the tier.
- Not entering? Sushi Express also has Jumbo Salmon Sushi at $0.80 a piece from 5 to 11 Oct 2026 at Funan, PLQ and 313@somerset (while stocks last), and its Protein Series with Zermatt Neo runs to 23 November.
