Wagamama takes on brunch to satisfy demand for all-day dining

Japanese-inspired restaurant chain Wagamama is swerving into the brunch market with the launch of ‘morning baos’ and katsu waffles across 22 locations in the UK.

Its first-ever brunch menu will be served from 17 July in eight London locations, eight sites in the south and six restaurants in the north prior to a national roll-out.

Dishes include the chicken katsu waffle, which features a golden-brown waffle topped with Wagamama’s signature panko-crusted chicken; ‘morning baos’ filled with bacon, sausage or plant-based alternatives; Japanese corn fritters and bang bang hash browns.

These can be paired to drinks from B-Corp coffee brand Grind, which has partnered with Wagamama, as well as a selection of cocktails and mocktails.

The launch of Wagamama’s brunch menu has led to the restaurant becoming an all-day operation beyond its airport sites, which have been serving breakfast since February 2023.

Kay Bartlett, chief marketing officer at Wagamama, said: “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.”

Which Wagamama locations serve brunch?

London

• Bankside
• Battersea Power Station
• Bromley
• Camden
• Covent Garden
• Kingston
• Royal Festival Hall/Southbank
• Wimbledon

South

• Ashford Designer Outlet
• Bristol Clifton
• Cardiff Library
• Dorchester
• Guildford
• Horsham
• Tunbridge Wells
• St Albans

North

• Birmingham Brindley Place
• Bolton
• East Midlands Designer Outlet
• Nottingham West Bridgford
• Sheffield Meadowhall
• Teesside

Image: James Moyle