After struggling to stay open during the Covid-19 pandemic, a sushi restaurant in Japan’s Aichi Prefecture, has found success with an ingenious “macho delivery” service that involves using buff bodybuilders as delivery boys.

Masanori Sugiura, a third-generation owner of the 60-year-old sushi restaurant Imazushi in the city of Anjo, started working out at the gym when he was in his 20s, but he never imagined that his hobby would one day help him keep his family business afloat. The trained chef had seen his profits plummet from the usual 100 million yen ($940,000) for the April-June quarter, to just 10 million yen, because of the coronavirus, and at one point had cut his staff from 50 to just four. But then he had a wacky idea to put his muscles to work as a way of attracting new business, and the “Delivery Macho” service was born.

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Restaurants have been among the most hard-hit businesses by the ongoing Covid-19 pandemic, but one venue in Bangkok, Thailand has come up with an ingenious way to stay afloat in these troubled times – using hunky models as food deliverymen.

76 Garage, a restaurant in Bangkok’s Lat Phrao District, was known for its attractive and friendly staff long before the new coronavirus turned the whole world upside down, but now the owners of this popular eatery are actively relying on their reputation for having attractive male staff to boost their revenues. Last month, 76 Garage launched an ingenious promotional offer, which allows anyone in a 5-kilometer radius to have their food delivered by a muscular hunk if they order costs 300 baht ($9.5) or more. Not only do customers get some eye-candy with their food, but they can also have their picture taken with the friendly deliverymen, if they so desire.

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