In a significant brand evolution, wagamama has unveiled ‘Food is Life’, a new brand platform and summer menu designed to emphasise its commitment to innovative cuisine and meaningful dining experiences. Touted as the most significant and wide-ranging initiative since the brand’s inception in 1992, ‘Food is Life’ aims to celebrate the emotional resonance and cultural significance of food.
The campaign coincides with the launch of a new summer menu focused on customisation, freshness, and nourishing dishes. Diners can now indulge in exciting pho noodle soups infused with yuzu broth and konjac noodles or use their creativity with a customisable donburi rice bowl option, adding proteins, fresh toppings, and vegetables.
The summer menu also boasts vibrant new salads, such as a sweet chilli salad with caramelised chicken or tofu, and a pad thai salad inspired by the brand’s popular teppanyaki dishes. These are targeted at customers seeking healthier meals without compromising on flavour.
Speaking about the innovation, Steve Mangleshot, wagamama’s Global Executive Chef, said: “wagamama has always been distinctive, from our open kitchens to our communal benches, we were born different.
“With ‘Food is Life’, we’re reminding the world that food isn’t just something you consume. It’s something you feel. Something that can change your day, and even your life, and it can be enjoyed anytime, any occasion.”
Alongside the new food offerings, wagamama is also launching a variety of non-alcoholic drinks, including a fiery Saffron Picante, Strawberry Spritz, and an energising Kickstart juice.
For dessert, the menu features warm miso caramel banana bread, served with vanilla ice cream and toffee sauce.
The new brand platform is being brought to life through a campaign named ‘wagamama when’. It aims to highlight the ‘unscripted moments’ in people’s lives where wagamama plays a role, whether you’re seeking comfort or needing a lift to your day.
Emma Colquhoun, Chief Marketing and Commercial Officer at wagamama, stated: “With ‘wagamama when’, we’re celebrating those real, everyday moments when food brings people together.”
