wagamama benelux

What wagamama benelux does

Wagamama Benelux is the Dutch operating arm of the global wagamama casual dining brand, conducted through the legal entity Noodlebar Benelux B.V. as a franchisee of Wagamama Limited (UK). The business operates four physical restaurant locations in the Netherlands — three in Amsterdam (Amsterdam Centraal Station IJ-Hal, Max Euweplein near Leidseplein, and Zuidplein at the World Trade Center) and one at McArthurGlen Designer Outlet Roermond — supplemented by takeaway and home delivery through third-party platforms Uber Eats and Thuisbezorgd.nl, plus phone-in collection. It employs 78 staff and serves a broad consumer base of individuals, families, business groups, tourists, and takeaway/delivery customers across casual dining, business lunches, group celebrations, and outlet-shopping occasions.

The company's product offering is built around Japanese-inspired Asian cuisine centered on freshly prepared ramen, katsu curry, soulful bowls, sharing plates (gyoza, edamame, bao buns), salads, sides, fresh juices, sake, Asian beers, desserts, and a dedicated kids menu. A vegan menu was introduced in 2024 with plant-based versions of signature dishes and an expanded plant-based beverage range, addressing demand from vegetarian, vegan, and allergen-conscious diners. Core technology stack is intentionally thin: a static content website on a headless CMS (DatoCMS), TheFork widget for group reservations, and standard third-party delivery integrations; no proprietary platform, app, or AI/ML capability is in evidence.

The revenue model is straightforward transaction-based food and beverage sales across dine-in, takeaway, and delivery channels, with no publicly disclosed pricing or unit economics. The business is privately held as a Dutch B.V., carries no public listing, has no subsidiaries, and is bound by trademark, brand, and menu IP licensed from Wagamama Limited and Wagamama International (Franchising) Limited. Distribution is exclusively direct-to-consumer via owned restaurants and third-party delivery partners, and the company maintains GDPR compliance plus WCAG A/AA/AAA accessibility standards for its digital properties.

Name

wagamama benelux

Legal name

Noodlebar Benelux B.V.

Website

https://wagamama.nl

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

51–100 employees

Short description

Wagamama Benelux (Noodlebar Benelux B.V.) is a Dutch casual dining franchisee operating four Japanese-inspired Asian restaurants in the Netherlands (three in Amsterdam, one in Roermond), serving ramen, katsu curry, bowls, vegan dishes, and beverages to consumer diners via dine-in, takeaway, and delivery.

Ownership category

akta.pro rank

Product category

Casual Dining Restaurants

NAICS

Full-Service Restaurants (722511)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Casual Dining Restaurants (THAFACAB)

akta.pro secondary industry

All-Day Dining Restaurants (THAFACAJ)

Keywords

• Asian fusion dining
• Casual restaurant chain
• Japanese-inspired cuisine
• Restaurant franchise operations
• Plant-based menu options

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Restaurant Dining: Customers dine in at wagamama restaurants and pay for their meals directly at the counter or via table service. The core revenue stream comes from food and beverage sales across all 4 Benelux locations.
2. Delivery & Takeaway: Customers order via Uber Eats and Thuisbezorgd platforms for home delivery, or call restaurants directly for takeaway pickup. Third-party delivery platforms take a commission on orders; phone orders allow direct pickup within 15 minutes.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Wagamama Benelux (legally Noodlebar Benelux B.V.) operates four casual dining restaurants in the Netherlands serving Japanese-inspired Asian cuisine including ramen, rice and noodle dishes, katsu curry, sharing plates, and a dedicated vegan menu. The company runs three locations in Amsterdam (Centraal Station IJ-Hal, Max Euweplein/Leidseplein, Zuidplein/WTC) and one in Roermond (Designer Outlet), offering dine-in service alongside takeaway and home delivery via third-party platforms.

Product overview

Wagamama Benelux is a Japanese-inspired Asian restaurant chain operated by Noodlebar Benelux B.V. The company operates 4 locations in the Netherlands (3 in Amsterdam and 1 in Roermond) offering a unified dining experience centered around fresh, Asian cuisine. The core product is the in-restaurant dining experience featuring ramen, rice and noodle dishes, curries, and sharing plates. Supporting products include takeaway and delivery services via Uber Eats and Thuisbezorgd, a dedicated vegan menu with plant-based options, a kids menu, fresh juices and beverages, desserts, and group reservation capabilities. The menu follows the kaizen philosophy of continuous improvement, with seasonal updates and dishes prepared fresh to order.

Differentiator

Problem solved

Functional benefit

Products and services

• Wagamama Restaurant Dining Full-service Japanese-inspired Asian restaurant experience across four Netherlands locations, offering ramen, rice and noodle dishes, curries, salads, sharing plates, and beverages in a communal dining setting for individual consumers, couples, families, and groups.
• Takeaway and Delivery Service Order collection service with 15-minute pickup and home delivery available via Uber Eats and Thuisbezorgd.nl from participating Amsterdam locations, allowing customers to consume wagamama meals off-premises.
• Vegan Menu Plant-based menu line offering vegan and vegetarian versions of wagamama classics developed in collaboration with vegan team members, prepared to order with fresh ingredients for health-conscious and plant-based diners.
• Group Reservations Table booking service for larger parties (6+ or 10+ persons depending on location) facilitated through TheFork reservation widget for celebrations, business lunches, and team outings.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Three partnerships are on record, tiered core.

• Uber EatscoreChannel Partner/ Reseller/ DistributorUber Eats serves as a delivery partner for wagamama Benelux, enabling customers to order food for home delivery from multiple restaurant locations including Utrecht, Zuidplein/WTC, Max Euweplein, and Centraal Station.
• Thuisbezorgd.nlcoreChannel Partner/ Reseller/ DistributorThuisbezorgd.nl is a delivery partner enabling wagamama customers in the Netherlands to have food delivered to their homes. This partnership expands the delivery reach and customer accessibility for wagamama.
• Wagamama LimitedcoreOthersWagamama Benelux operates under Wagamama Limited and Wagamama International (Franchising) Limited through the entity Noodlebar Benelux B.V. The international entity governs data usage and provides the franchise/license framework for operations.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Itsu: Itsu is a UK-based Asian fast-casual chain specializing in sushi, noodles, and health-focused bowls. Comparable to wagamama on Asian cuisine, dine-in/takeaway/delivery model, and emphasis on a strong vegan/healthy menu positioning similar to wagamama's 2024 vegan launch.
• YO! Sushi: YO! Sushi is a UK-founded Japanese-inspired casual dining and takeaway chain offering sushi, ramen, and hot Japanese dishes. Directly comparable to wagamama on cuisine category, casual-dining service style, and pan-European footprint, making it the closest international head-to-head competitor.
• Wagamama UK: Wagamama UK is the parent brand and original operator of the wagamama casual Asian dining concept, founded in 1992 in London. Same brand identity, menu platform, and operating model as Wagamama Benelux, but at much greater scale (100+ UK locations); provides direct comparability on unit economics, brand strategy, and franchise framework.

Regional players

• Asia Today Amsterdam: Asia Today is a Dutch pan-Asian restaurant operator in Amsterdam. Comparable regional player in the Dutch casual Asian dining category, useful for benchmarking on Dutch consumer preferences and unit-level performance.
• Sumo Japanese & Asian Restaurants: Sumo is a Netherlands-based chain of Asian/Japanese all-you-can-eat restaurants with multiple locations across the country. Directly comparable on cuisine category, Dutch geography, and multi-unit casual-dining model, though differentiated by its buffet/AYCE format.
• De Japanner: De Japanner is a popular Amsterdam-based Japanese restaurant group offering Japanese street food and ramen in casual settings. Local direct competitor for Japanese-cuisine casual dining traffic in Amsterdam and a useful comparable on Dutch casual-Asian unit economics.
• Mr. Sato: Mr. Sato is an Amsterdam-based Asian/Japanese-inspired casual dining concept. Comparable as a regional Japanese-cuisine operator in the same Amsterdam catchment, competing for similar casual-dining and delivery customers.

Emerging players

• Poké Perfect: Poké Perfect is a fast-growing poke/bowl-focused chain with health-conscious positioning. Comparable to wagamama's "soulful bowls" and vegan/healthy menu emphasis, though it operates in a more limited fast-casual segment.

Others

• Uber Eats (Netherlands): Uber Eats operates one of the largest food delivery platforms in the Netherlands and is a delivery partner for wagamama Benelux. Comparable as a critical channel partner whose commission rates, visibility algorithms, and competitive dynamics shape wagamama Benelux's delivery economics.
• Thuisbezorgd.nl / Takeaway.com (Just Eat Takeaway): Thuisbezorgd.nl is the leading Dutch food delivery marketplace and a key delivery channel partner for wagamama Benelux. Relevant as an ecosystem/dependency exposure; commission economics and platform dynamics directly affect wagamama Benelux's delivery profitability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wagamama-benelux

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 →

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