Every November men start sporting a wide and wonderful array of moustaches as they take part in the annual Movember.
And while most who take part do so light-heartedly, there is a very serious purpose to the challenge.
The event was launched to raise awareness for men's mental health issues. A shocking 12 men take their life every day in England.
This year, as well as growing impressive moustaches, organisers have introduced ‘Mate Date Monday’ which encourages men to spend quality time with their friends.
To help them embrace the challenge, Yo Sushi will be offering 25 per cent off the bill to anyone who dines with a friend or family member from November 11.
And the chain is offering huge discounts to men sporting long moustaches.
Each venue will have its own ruler to measure the taches as men enter.
A spokesperson said: "This Movember, YO!’s staff, armed with chopstick-style rulers, will be on the hunt for hairy upper lips. From 11 November customers will receive a special discount based on the size of their moustache.
"The bigger the ‘tache, the bigger the cash saving. Anything over 5cm will receive a 10 per cent discount, 7cm and over will get 20 per cent and if diners’ moustaches reach 10cm or more they can expect a 30 per cent knocked off their bill, so get growing YO! ‘taches."
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