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In 1992 the first wagamama restaurant opened in London’s Bloomsbury. With little marketing the
restaurant soon developed a reputation for its delicious noodles. wagamama has since grown
into a cult casual-dining phenomenon, with restaurants on major high streets across the UK and
all over the world. wagamama’s philosophy has remained unchanged: ‘to combine fresh and
nutritious food in an elegant yet simple setting with helpful, friendly service and value for money.’

Market
wagamama is the most popular chain of pan-
Asian inspired noodle restaurants in the UK
(Source: Zagat). Its competitors are extremely
diverse ranging from lunchtime cafés to fast
food establishments to formal restaurants.
It has the advantage of appealing to a wide
range of people – business professionals,
backpackers, families, students and ladies
who lunch, to name but a few.
In the 16 years since wagamama was
founded, 90 restaurants have opened – firstly
in the UK, then Europe, the Pacific Rim, the
Middle East and the US. No matter which
location, wagamama remains committed to
ensuring customers receive the same
wagamama experience wherever they are.

Achievements
wagamama has received many awards since
its launch, reflecting the enduring appeal of
the brand. Recent accolades include Best wagamama is also one of the first Key to wagamama’s menu is ramen (thread
Company at the Retailers’ Retailer of the restaurant brands to be awarded CoolBrand noodles), served in soups with toppings or
Year Awards 2008, and for the third year and Superbrand status simultaneously. griddle-cooked (teppan-fried) meat. This
running it was voted ‘most popular London offers a perfect fast food – a nutritionally
restaurant’ for 2008 by Zagat. Product complete meal in a bowl. Other signature
The wagamama concept is modelled on dishes include stir fried noodles and rice
Japan’s ramen shops, which have been based options as well as salads and
popular ever since their introduction in desserts. These can be accompanied by
the 1940s. freshly squeezed juices and a wide selection
wagamama sets itself apart by using of other beverages. For the hungry, a variety
canteen style seating, with long benches of side dishes are available including meat
that are frequently tightly packed with diners. and vegetable dumplings, skewered chicken,
In addition, all orders are entered on an deep-fried prawns as well as raw salads.
electronic handheld PC by the servers and wagamama also offers a children’s menu,
instantly transmitted to the kitchen to speed high chairs, kids chopsticks and noodle
up the ordering process. doodle activity sheets to cater to families.

1992 1995 1998 2000 2001 2003

wagamama opens As a result of its growing The first international The first out of London wagamama moves As wagamama expands
its first restaurant in success, wagamama franchise is opened restaurant is opened in into Leicester Square in the UK, the 20th
London’s Bloomsbury. opens the doors to its in Dublin. Manchester and the followed a year later restaurant is opened in
second restaurant, on second international by the first Australian Canary Wharf.
Lexington Street in franchise is launched restaurant in Sydney.
London’s Soho. in Amsterdam.

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For real wagamama addicts, a range of European dishes with a wagamama twist. All staff are trained to exude the brand’s
merchandise is available in restaurants and Breakfast is exclusive to the airport location essence, and the design and ambience of
online including ramen bowls, t-shirts and with the possibility of offering the menu at the restaurants supports this too.
wagamama’s award-winning cookbooks, additional sites in the future.
written by acclaimed food writer Hugo Arnold. wagamama opened its second US Brand Values
wagamama also offers an eat-out service restaurant in Harvard Square, Massachusetts wagamama’s moto is Positive Eating +
where customers can ring in an order and in the summer of 2007, and plans to open Positive Living. Its aim is for everyone who
collect it. further US restaurants at unconfirmed comes into contact with the brand to have a
locations as of autumn 2008. positive experience. This encompasses its
Recent Developments food, people and restaurants. It works hard to
wagamama opened its first UK airport site Promotion be in tune with its customers’ needs and aims
at Heathrow Terminal 5, in spring 2008, wagamama’s most effective form of to run its restaurants to the highest standards
where for the first time ever wagamama UK promotion has always been the wagamama with energy, attitude and enthusiasm.
introduced a breakfast menu to meet the experience itself. Word-of-mouth The wagamama brand stands for
needs of early morning airport travellers. The recommendations are largely responsible individuality with fresh and nutritious Asian
breakfast menu is diverse, with everything for much of the brand’s growth. inspired food served in a simple, well
from pan-Asian breakfast dishes to traditional In addition, wagamama utilises the full designed, quality environment. The brand
marketing mix. It raises awareness of the aims to employ knowledgeable, helpful,
brand and what wagamama is all about friendly staff who love their jobs and can be
through national / local press. Outdoor themselves at work.
advertising is used to direct customers to its It also strives to offer value for money as
restaurants and targeted media ensures that well as ‘experience for money’, always
the right type of audience is being reached. questioning and challenging itself to be
New media is used to a great extent, with better at what the brand does.
the brand’s fresh, vibrant website changing
almost daily to communicate its latest offers, www.wagamama.com
promotions and menu changes. Customers
are encouraged to become online members
so that alerts can be sent to them via email
Things you didn’t know about
with news and rewards for their loyalty. wagamama
wagamama also uses viral campaigns to
engage its customers with the brand. wagamama’s top five selling dishes are
Partnerships have been developed with Chicken Katsu Curry, Yaki Soba, Cha Han,
other brands with similar audiences such as Chicken Chilli Men and Chicken Ramen.
Time Out, STA Travel, Handbag.com and
Rough Guides, to reach other membership Each week 13,063 Yaki Sobas are served.
bases through joint promotions.
The wagamama message is also Every day 1,500 portions of edamame
communicated in the restaurants themselves. are eaten.

Twelve tonnes of noodles are served by

2004 2006 2007 2008 wagamama each week.
wagamama opens The 38th UK restaurant The first US restaurant wagamama serves its
in Dubai and the opens in London opens in Faneuil Hall, first breakfast in the No MSG is added to wagamama’s food.
first award-winning Victoria’s Cardinal Place. Boston. A restaurant UK, at Heathrow
cookbook – ‘the The second cookbook – also opens in Cyprus Terminal 5, and the
Local school children are regularly
wagamama cookbook’ ‘ways with noodles’ – is in the autumn and six first restaurants in
– is launched. launched, as well as a further restaurants Egypt and Switzerland invited on educational visits to
range of sauces. open in the UK. open in spring. wagamama restaurants.

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