Wagamama

What Wagamama does

Wagamama is a British-headquartered pan-Asian restaurant chain founded in 1992 by Alan Yau, operating a casual-dining concept modeled on Japanese ramen bars with signature communal bench seating and open kitchens. The business runs 100+ directly operated restaurants across the UK and Ireland (including 35 in London), alongside a franchised estate spanning 22 countries in Europe and the Middle East under multi-unit master franchise agreements with 5-10 year development commitments. Core operations are supported by a digital infrastructure comprising the Soul Club loyalty mobile app (stamp-based rewards on £12 minimum spend), Click + Collect online ordering, and third-party delivery via Deliveroo and Uber Eats (the latter launched UK-wide in April 2026 as the first new delivery partnership in ten years).

Revenue is generated primarily through restaurant dining (transaction-fee model at per-cover pricing, with menu items including a £14 lunch deal, £7.90 kids bento, and £20-£25 group set menus), complemented by delivery orders, click and collect, retail product sales (meal kits and sauces), and international franchise royalties. Customer segments include families with children, plant-based and vegan diners (the menu is 50% plant-based, achieved in 2021), Soul Club loyalty members, and group bookings of six or more. The business is privately held as Wagamama Limited (company no. 02605751), employs 1001-5000 staff, and is funded in part through £330m senior secured bonds (8.5% coupon, maturing June 2030) and a £55m super senior RCF, carrying B2/B credit ratings.

Strategic positioning emphasizes sustainability commitments (net-zero by 2040, 100% cage-free eggs globally by 2027, founding member of Zero Carbon Forum) and operational scaling through delivery and franchise channels, with recent senior management changes announced in May 2025.

Name

Wagamama

Legal name

Wagamama Limited

Website

https://wagamama.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Wagamama is a privately-held British pan-Asian restaurant chain founded in 1992, operating 100+ directly managed UK restaurants and franchising in 22 countries across Europe and the Middle East. The business serves casual diners via dine-in, click and collect, delivery (Deliveroo, Uber Eats), and a Soul Club loyalty app.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Restaurants and Other Eating Places (72251), Limited-Service Restaurants (722513)

SIC

Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Multi-Concept / Global QSR Chains (Mixed Menus) (THAFAAAO)

Keywords

• Pan-asian restaurant
• Casual dining
• Ramen bar
• Restaurant franchise
• Loyalty dining program

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices16 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Restaurant Dining: Revenue from customers dining in at Wagamama restaurants across the UK and internationally through franchised locations. Customers pay for food and beverages consumed on premises.
2. Delivery Orders: Revenue from delivery orders placed through third-party platforms Uber Eats and Deliveroo. Orders are prepared in restaurants and delivered to customers.
3. Click and Collect: Revenue from online orders placed via the Wagamama website for customer pickup at restaurant locations.
4. Franchising: International franchising generates revenue through franchise fees and ongoing royalties from franchise operators in 22 countries across Europe and the Middle East. The company partners with multi-unit operators for entire country markets.
5. Retail Products: Wagamama sells retail products including meal kits, stir fry sauces, and mayos inspired by restaurant dishes for home cooking.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Wagamama operates a pan-Asian casual dining restaurant chain serving fresh Japanese-inspired ramen, bowls, and Asian dishes prepared in open kitchens to order. The company runs 100+ company-owned restaurants across the UK and a franchised network spanning 22 countries, complemented by Soul Club digital loyalty, Click + Collect online ordering, and delivery partnerships with Uber Eats and Deliveroo. It also retails branded meal kits, sauces, and gift cards.

Product overview

Wagamama operates as a pan-Asian restaurant chain offering a unified dining experience built around its core restaurant service. The product portfolio centers on the in-restaurant dining experience featuring communal bench seating, open kitchens, and fresh food cooked to order. Supporting the core dining offering are: Soul Club loyalty program (mobile app with stamp-based rewards), Click + Collect online ordering service, and third-party delivery via Uber Eats and Deliveroo. Menu offerings include plant-based options (50% of menu), kids' meals (bento box at £7.90), and group booking packages. The company also offers retail products (meal kits and sauces) for home cooking, plus gift cards. All services are connected through the Soul Club app, which serves as the primary customer engagement and loyalty platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Pan-Asian Restaurant Dining Core dine-in experience at 100+ Wagamama restaurants across the UK, serving fresh pan-Asian food cooked to order in open kitchens with communal bench seating, for individual diners, families, and groups.
• Plant-Based Menu Plant-based dining option comprising 50% of the menu, including vegan and vegetarian dishes, plant-based bowls, and protein alternatives, designed for vegan and vegetarian diners without compromising flavor.
• Kids Bento Box Customizable children's meal featuring katsu chicken or fish bites with sides, fresh veggies, and sauce, priced at £7.90, designed to give children choice over their food as part of the family-friendly dining experience.
• Soul Club Loyalty Program Digital loyalty program enabling members to earn stamps on purchases (£12 minimum spend), unlock food rewards, receive birthday treats, and access exclusive events, available via iOS and Android mobile app.
• Click + Collect Online ordering service for customers to place orders via the Wagamama website and collect food from restaurants, available in England, Scotland, and Wales with credit/debit card payment.
• Delivery via Uber Eats Third-party delivery service enabling nationwide home delivery of Wagamama food via the Uber Eats platform; orders placed via Uber Eats also earn Soul Club stamps.
• Delivery via Deliveroo Third-party delivery service enabling nationwide home delivery of Wagamama food via the Deliveroo platform; orders placed via Deliveroo also earn Soul Club stamps.
• Group Bookings Restaurant reservation service for groups of six or more, featuring set menu pricing (2 courses £20, 3 courses £25), 90-minute table hold (2 hours for 10+), and online booking via the Wagamama website.
• Gift Cards Physical and digital gift cards redeemable at Wagamama restaurants across England, Scotland, and Wales, available for purchase on the website and in restaurants.
• Retail Products (Meal Kits, Sauces, Mayos) Retail product line including meal kits, stir fry sauces, and mayos inspired by Wagamama kitchen recipes, designed for home cooking and sold via the online retail shop.
• International Master Franchise Licensing International master franchise program licensing the Wagamama brand and operating model to multi-unit operators for entire country markets across Europe and the Middle East, with development commitments of a set number of restaurants over a 5-10 year period.
• Lunch Deal (£14, Mon–Fri 11am–3pm) Time-bound £14 lunch deal available Monday to Friday, 11am to 3pm, including tasty new wraps and lunch boxes for daytime diners.
• Summer Bowls Menu Seasonal summer bowls featuring a rainbow of vegetables, light zesty flavours, and flavour-packed proteins, designed for summer dining and promoted alongside the £14 lunch deal and new wraps/lunch boxes.

Quantifiable outcome

• 50% of menu is plant-based
• +2 more outcomes

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• Uber EatscoreChannel Partner/ Reseller/ Distributor · 1 April 2026Wagamama launched on Uber Eats UK in April 2026 as its first new delivery partnership in ten years. The nationwide rollout was driven by more than doubling of delivery demand. The partnership allows Wagamama to reach customers who prefer dining at home while maintaining brand standards.
• DeliveroocoreChannel Partner/ Reseller/ DistributorThird-party delivery partnership providing nationwide delivery to Wagamama customers. Available alongside Uber Eats for customer choice in delivery provider.
• Sustainable Chicken Forum (SCF)coreStrategic or Co-development PartnerCoalition of hospitality businesses, farmers, independent experts, and industry groups working to improve welfare across the poultry supply chain. Wagamama joined along with eight other hospitality businesses representing 18 restaurant brands in the UK. The SCF utilizes new research and science to create a more sustainable and ethical sector.
• Zero Carbon ForumcoreStrategic or Co-development PartnerWagamama is a founding member of the Zero Carbon Forum, an organization where the hospitality industry collaborates on sustainable initiatives to reduce carbon emissions. The company participates on the advisory board and through working groups with industry peers.
• Sustainable Restaurant AssociationminorStrategic or Co-development PartnerCollaboration on a project to measure and manage plate-waste. The partnership involved audits of plate waste volume and type in sample Wagamama restaurants to develop waste reduction initiatives.
• RSPCAminorOthersRSPCA accreditation for Scottish salmon fisheries. Wagamama is switching sourcing of all salmon to Scottish fisheries by end of year, which also have RSPCA accreditation.
• Food CycleminorStrategic or Co-development PartnerCharitable partnership for community support. Wagamama selected Food Cycle as its charity partner for annual fundraising events, developing deeper partnerships for lasting impact.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Pizza Express: Major UK casual dining chain with hundreds of locations serving Italian cuisine. Comparable to Wagamama as a scaled UK casual dining operator with similar real estate strategy, mid-market price points, and family/group dining target segments.
• Tortilla: UK fast-casual Mexican restaurant chain with multiple locations across major cities. Comparable to Wagamama as a UK-focused fast-casual single-cuisine chain with similar urban high-street presence and value-oriented positioning.
• Nando's: UK casual dining chain specializing in peri-peri chicken with hundreds of restaurants nationwide. Comparable to Wagamama as a scaled UK casual dining operator with similar real estate footprint, price points, and target demographic, though focused on single-cuisine chicken rather than pan-Asian.

Direct peers

• Din Tai Fung: Global Taiwanese restaurant chain specializing in xiao long bao (soup dumplings) and Asian cuisine with international locations. Comparable to Wagamama as a globally scaled pan-Asian restaurant brand with franchise/licensed operations and similar casual dining positioning.
• Busaba Eathai: UK-based Thai casual dining chain offering pan-Asian cuisine with communal dining concepts. Directly comparable to Wagamama as a UK pan-Asian casual dining operator with similar format and customer positioning.
• Pho: Vietnamese restaurant chain operating across the UK with a casual dining format focused on pho, noodles, and Vietnamese street food. Directly comparable as a UK casual dining operator with a pan-Asian single-cuisine focus and similar target demographic.
• Itsu: UK-based Asian food chain specializing in sushi, noodles, and hot bowls with a stronger QSR/grab-and-go positioning. Directly comparable to Wagamama in pan-Asian cuisine category and UK geographic footprint, with overlapping customer segments.
• YO! Sushi: UK-based Japanese/pan-Asian restaurant chain offering sushi, hot dishes, and Asian-inspired cuisine with conveyor belt and table service formats. Directly comparable to Wagamama as a UK-focused Asian casual dining brand with similar target customers and price points.
• Wasabi: UK-based sushi and Asian grab-and-go chain with locations across major UK cities. Directly comparable as a pan-Asian cuisine operator in the UK market with overlapping customer base and urban high-street presence.
• Chopstix: UK-based Asian quick-service restaurant chain specializing in noodles, stir-fries, and pan-Asian street food. Directly comparable to Wagamama's lower-priced segments with similar cuisine category and UK mall/high-street presence.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wagamama_uk

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wagamama