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Over the past few years, the changing habits of the UK population have evolved with the demand for more exotic flavours increasing constantly. Typifying this trend is Wagamama, the Japanese-style noodle eaterie chain, founded in 1992 by Alan Yau. With over 150 restaurants on the UK high streets, in shopping centres and in outlet centres, Wagamama offers a complete pan-Asian food experience defined by speed and value.
More recently, the restaurant is showing strong signs of growth and investment with its recently announced plans to open up to 40 new restaurants and refurbish over 100 over the next three years. Wagamama made the announcement as the group opened the doors on its new flagship restaurant on Great Marlborough Street in London. A point of departure for the brand, the flagship site is trialling a new Japanese style breakfast menu, tapping into a new market.
The new flagship site is expected to serve as a model for the way in which Wagamama's other existing sites are refurbished. The famous canteen-style benches will remain however there will also be further areas and booths to allow customers to stay for longer, recognising the demand from its customers for more of a dining experience
The restaurant has also announced further plans to open in Staines, Trowbridge, Intu Trafford, Bedford Riverside Walk and Gatwick Airport. The investment has been underpinned by strong annual results with an increase in turnover of 12.8% and profits increasing by 0.7%.
Voted 6th in the CGA Peach Brand Track Top 10 pub and casual dining brands for customer satisfaction, Wagamama’s approach to its unique customer dining experience has proved successful. Combined with high quality “fresh lively food (with soul)”, it also meets the ever changing needs of its customers. As Simon Cope, global brand director explains, “Kaizen, the Japanese practice of continuous improvement, is the inspiration behind our improvement project – standing still is going backwards. The opening of Great Marlborough Street marks the start of one of our biggest renewal and opening plans to date.”
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