wagamama launches summer menu with build-your-own bowls and non-alcoholic drinks
In a major move, wagamama has launched 'Food is Life', a new brand platform and summer menu designed to reinforce what the brand says is a commitment to fresh, innovative food and meaningful dining experiences. The 'Food is Life' platform is described as the 'most powerful and expansive' launch since wagamama's founding in 1992.
According to the brand, 'Food is Life' is a celebration of food's emotional power and cultural importance, focusing in on the belief that food is much more than just fuel. The new platform is being rolled out alongside a bold summer menu that emphasises personalisation, freshness, and feel-good food.
Among the highlights are brand-new pho noodle soups, featuring a fragrant yuzu broth and konjac noodles. It has also introduced a build-your-own donburi concept, following demand for better personalisation.
Diners can create their own rice bowl, choosing from a range of proteins, fresh toppings, and vegetables, with the option to swap in cauliflower 'rice' as a lighter base.
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.
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."
In addition to the new food offerings, wagamama is also introducing a range of non-alcoholic beverages, including the spicy Saffron Picante, Strawberry Spritz, and an invigorating Kickstart juice.
For pudding, the menu presents miso caramel banana bread, served warm with vanilla ice cream and toffee sauce.
The new brand platform is being brought to life through a campaign titled 'wagamama when'. It aims to emphasis the 'unscripted moments' in people's lives where wagamama plays part, either when you're craving comfort, or when your day needs a boost.
Emma Colquhoun, Chief Marketing & Commercial Officer at wagamama, said: "With 'wagamama when', we're celebrating those real, everyday moments when food brings people together."
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