Wagamama rolls out breakfast menu at 22 locations
The Japanese restaurant group will launch what it describes as its ‘first-ever’ brunch menu at a number of selected sites this month, despite having previously trialled a breakfast menu on the high street and serving breakfast at its airport restaurants since 2015.
Launching on 17 July, the breakfast menu will be introduced in 22 locations in the north and south of England as well as London before being rolled out nationally if successful.
It will be served from 8:30 to 11:30am with breakfast dishes to include classics and brunch favourites with a twist as well as a choice of small and larger plates and sharing dishes.
Highlights will include a chicken katsu waffle – a panko-crusted chicken atop a waffle with the choice of a savoury or sweet topping, including the classic katsu sauce or miso caramel vegan ice cream with toffee sauce; and a banana katsu waffle, as well as a plant-based alternative.
Wagamama will also introduce a series of morning baos inspired by customer demand for bao buns. Already available at its airport locations, the buns come filled with a choice of bacon, sausage, vegan bacon, or vegan sausage.
The menu will also feature sides of Japanese-style corn fritters and bang-bang hash browns as well as lighter options such as açaí bowls with fresh fruit, toasted soya wow butter; granola; and chia and coconut overnight oats topped with mandarin and sour cherry.
Also on the menu is Wagamama’s version of French toast: tomago toast with either matcha and ube vegan ice cream or sour cherry compote with lemon balm; and smashed croissants, dipped in either matcha or strawberry white chocolate, accompanied by a new coffee offer.
“We’ve seen an increase in consumer demand for an all-day dining offering and appetite for brunch dishes,” says chief marketing officer Kay Bartlett.
“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.”
Previous breakfast trials
Wagamama previously trialled a breakfast offer in 2015 when the group launched a breakfast menu at its Great Marlborough Street restaurant. At the time it said that there were no plans to roll out the offer to its other sites.
Offered from 8am to 11.30am daily, the menu included breakfast yaki-soba - teppan-fried soba noodles with bacon, egg, cabbage, mushrooms and tomato; breakfast ramen - oak smoked streaky bacon, grilled sausage, mixed mushrooms and a poached egg on soba noodles in miso broth; porridge made with coconut milk and served with berry compote; a hirata steamed bun with mixed mushroom; a nori omelette; and kedgeree.
The group also offers a breakfast menu at its airport restaurants, which are open from 3am. Menu items include the full English and full vegan that features katsu sweet potato and a grilled Hirata bun; Japanese omelettes and Asian-style eggs; morning baos; mackerel and egg on toast; Asian beans and vegan ‘ribs’; pancakes with ice cream; and an avocado smoothie bowl.
