Today marks a transformative moment in the evolution of one of the UK’s most iconic restaurant brands.
wagamama has created ‘Food is Life’, its most powerful and expansive launch since it was founded in 1992.
Built around a passionate belief that food is more than fuel – it’s connection, comfort, creativity, and culture – this new platform signals wagamama’s renewed commitment to great food anytime, any occasion – ‘wagamama when’.
At its core, ‘Food is Life’ is a celebration of food’s emotional power and cultural importance. It reflects wagamama’s intention to lead with originality, integrity and soul, from tasty new menus to mindset.
‘Food is Life’ is a long-term view on the role that great, fresh food plays in modern life. At its most basic, food is fuel. But at its best, it’s nourishment. It’s excitement. It’s the snap of chopsticks. The slurp of the noodle. It’s special.
Food is how we say hello, we love you, good luck and many more times in our lives. It brings us together in a world that desperately needs togetherness. To us, food is life and it puts this front an centre; something that wagamama is famous for.
To bring this ethos to life, wagamama is launching a bold new summer menu that showcases personalisation, freshness and feel-good food. The new menu, which launches in tandem with the campaign, reflects wagamama’s unwavering commitment to listening to guests and evolving to meet their changing needs – whether they’re looking for healthy options, customisable dishes, or deeper flavour experiences.
Among the innovations are the brand-new pho noodle soups, made with a fragrant, citrusy yuzu broth and served with konjac noodles – a high-fibre, low-calorie alternative ideal for warm-weather dining. Guests can choose from three topping options – succulent chicken thigh, delicate hoki fish, or savoury king oyster mushrooms. Each bowl is finished with red pepper, bean sprouts, fresh herbs, and a squeeze of lime for brightness bringing clean, nourishing energy in every spoonful.
In response to increasing demand for choice and dishes that can be personalised wagamama has also introduced a build-your-own donburi concept. Guests can create their own bowl from protein selection and double-ups for bigger appetites to fresh toppings and vegetables of their choice. The new donburi format which now includes cauliflower ‘rice’ as a fresh base alternative, allows for true flexibility, reflecting direct guest insight and enhancing wagamama’s inclusive, responsive approach to dining.
There’s also the new vibrant summer salads like the sweet chilli salad with a choice of caramelised chicken or tofu, and a pad thai salad, inspired by the brand’s popular teppanyaki dishes. These additions blend satisfying textures with signature bold flavours while meeting a growing appetite for healthier meals without compromise.
Steve Mangleshot, global executive chef at wagamama, said: “wagamama has always been distinctive, from our open kitchens to our communal benches, we were born different. In a world of sameness, we’re doubling down on that difference. 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.
Steve added: “We’ve listened closely to what our guests want, and we’re excited to introduce a summer menu that gives them more fresh and nourishing flavours like our light and fragrant phos, vibrant salads, and personalised build-your-own donburis. Whether you’re looking for more choice, something healthy, or simply something different, our new menu is designed to suit any moment, perfect for the summer months.”
To complete the experience, wagamama is launching new non-alcoholic drinks including spicy and savoury Saffron Picante, Strawberry spritz and an energising Kickstart juice.
On the dessert side, wagamama introduces the indulgent yet balanced miso caramel banana bread, served warm with a scoop of vanilla ice cream and drizzled in toffee sauce – a savoury-sweet fusion that rounds off any meal on a comforting note.
The first expression of ‘Food is Life’, devised by BREAKS creative agency and Goodstuff media company, is a new campaign entitled ‘wagamama when’ which captures the unscripted nature of life and the many moments when wagamama plays a role. Whether it’s when you’re craving comfort, when your day needs a lift, or when one bench needs to hold three generations these real-life moments reflect the authenticity and relevance at the heart of the brand’s evolution.
Emma Colquhoun, chief marketing & commercial officer at wagamama, said: “Food is Life is at the heart of wagamama, it represents fresh, innovative dishes as well as the relaxed and friendly environment it is served. In a world that often moves too fast, we’re championing food as a source of connection, creativity and care. With ‘wagamama when’, we’re celebrating those real, everyday moments when food brings people together. This is a bold new chapter for us, one that reflects not just what’s on the plate, but the role we play in other people’s lives.”
It’s the beginning of a new era for wagamama – one that puts heart, creativity, innovation and culture at the centre of everything it serves.
