Japanese-inspired restaurant chain Wagamama has entered the UK brunch market with its first-ever brunch menu featuring dishes such as “morning baos” [steamed buns] and katsu waffles.
The new offering will be rolled out across 22 Wagamama locations in the UK from 17 July 2024.
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It will initially debut at eight Wagamama locations in London, eight sites in the south and six restaurants in the north, with plans for a national roll-out.
Available from 8.30am to 11.30am, the menu includes small plates, larger plates and sharing options.
Morning baos come with fillings such as bacon, sausage and plant-based options, Japanese corn fritters and bang bang hash browns.
The menu also features chicken katsu waffle, a golden-brown waffle served with Wagamama’s signature panko-crusted chicken on the top.
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By GlobalDataCustomers can personalise their waffle with either a savoury katsu sauce or a sweet miso caramel vegan ice cream topped with toffee sauce.
For those preferring a plant-based dish, banana katsu waffles offer a sweet and crispy alternative.
Wagamama has partnered with Grind, a sustainable coffee brand from London, to offer a range of beverages.
The restaurant also continues its collaboration with Jenki for new matcha latte creations, including the iced strawberry and matcha latte.
Wagamama will also offer a selection of cocktails and mocktails.
Notable drinks include Breakfast in Tokyo – a prosecco-topped papaya gin with yuzu sherbet – and a Spicy Mary. This is Wagamama’s twist on the Bloody Mary, also available as a mocktail.
Wagamama chief marketing officer Kay Bartlett stated: “We’ve seen an increase in consumer demand for an all-day dining offering and appetite for brunch dishes. This announcement is in response to that, and we’re thrilled to introduce our Wagamama take on brunch.
“The decision to open our restaurants at 8.30am has involved a great amount of hard work and dedication from our brilliant teams and we’re all really proud and excited about this latest round of innovation and chapter in the Wagamama story.”
