Guest feedback inspires Wagamama to revamp its menu and service style

Drawing on his leadership experience at Darden and Bloomin’ Brands, he knew that what is important to the guest is important to the success of the brand, he said. While Wagamama’s menu and service style was working in the U.K., American customers were looking for a different experience.

“We improved the breadth and depth of the menu to eliminate the veto vote and offer more flexibility,” he said. “We tested 250 items and whittled it down to 26, accomplishing 18 months of work in six months.” The 26 new items launched at the end of July, along with an elevated sake selection, unique craft cocktails, and upgrades that increase customization and shareability.

The U.S. team also simplified Wagamama’s menus with a new design, listing all the food on the front and beverages on back, and changed the seating and service style. “Guests didn’t want to sit on benches without backs, so now every diner gets a chair,” said Judge. “And they didn’t want their food to come out of the kitchen as it’s ready, with dessert served before the entrée.” The dishes now are sequenced in order — appetizers, entree, and desserts.

While the food still leans Asian, Wagamama adapted several on-trend formats to create more of an “East meets West” flavor profile.

Starters designed for table sharing

To begin, Judge made sure that many of the shareable appetizers had at least six pieces. The Chicken or Pork Potstickers, Crispy Rice Ahi Tuna, Korean BBQ Meatballs, and Korean BBQ Wings all come six to an order, and although the menu states “for 2 people,” there’s enough for everyone to have a taste if six are at the table. Prices range from $8.95-$14.95.

Portion sizes for other shareables are also ample, with Bang Bang Cauliflower and Ahi Tuna Nachos piled high in their serving bowls. Bao Bun Tacos can be ordered singly or in sets of two or three to mix and match ($6.50-$17.50), with filling choices of Korean fried chicken, beef short rib, chili hoisin duck, fire pork belly, Thai chili shrimp, or mushroom + panko eggplant.

The new “wagyu-mama” beef sliders also come in orders of one ($6.95), two ($13), or three ($19) — a prime example of the East meets West direction. They feature American wagyu beef and come in four varieties: Korean Fire Glazed with Korean BBQ sauce and topped with kimchi and chili garlic mayo; BBQ with hoisin barbecue sauce and topped with crispy onions and spicy mayo; Backyard with American cheese, lettuce, tomato, mayo, and pickles; and Teriyaki with toppings of teriyaki sauce, Swiss, pineapple, red onion, and pickled ginger mayo.

The flexibility of this selection allows guests to come in and order table shares, a couple of appetizers and a drink, or a bao bun taco or slider with a salad for lunch, “and customize their dining experience,” said Judge.

The diner is in control

That flexibility extends to Wagamama’s signature ramens. While there are six set bowls, including Savory Duck, Chili Chicken, and Tonkotsu, guests can customize with a wide array of add-ons created exclusively for the ramen. These include fried shallots, bean sprouts, tea-stained egg, snow peas, bean sprouts, wood ear mushrooms, and kimchi. The ramens go for $18 for the chicken to $24 for duck, but the bowls have been bumped up to feature six ounces of protein and handcrafted noodles; there’s a slight upcharge for add-ons.

Those who prefer a more traditional plate as a dinner entrée can opt for items like Chicken Katsu Curry, Spicy Salmon Teriyaki, Steak Bulgogi, or Miso Cod Soba. None are higher than $23 and come with noodles or rice, and often, a vegetable. Bowls and salad prices are in the teens, on par with a fast casual but in with casual-dining ambience and service.

In the months following the July launch, more guest satisfaction surveys were sent out and Wagamama hired mystery shoppers to check on food and service. “Our value scores were high, around 90%,” said Judge. “We’re an affordable option for lunch or dinner.”

Raising the bar on beverages

The drinks menu is not only elevated, it’s easier to navigate and more fun. “Wagatinis” include Asian-forward martinis, such as the Ube Espresso Martini and Lychee Martini, while “Wagaritas” include the Thai Chili Margarita. Prices start at a low $9.95. There’s also a Spicy Korean Mary, a Yuzu Cocktail made with sparkling sake and citrus vodka, and an imaginative nonalcoholic selection under the heading “Mindful Drinks.” Asian Mint Limeade, for example, is made with calamansi juice, and the Coconut Drift is a mix of pineapple, coconut, lime, and club soda.

Six sakes make up the sake list, edited for simplicity to please both guests and servers. The sakes are identified by descriptions, such as “aromatic + silky,” “rich and savory,” and “fruity + polished,” instead of rice varieties and grades as they were before. “We demystified choice and removed intimidation for the guest to elevate the sake experience,” said Judge. Customers can choose a “Discovery Flight” of several 2-ounce pours for $15, or order singly by the glass for $9-$13 or by the bottle for the table. To demystify service, Wagamama managers were treated to a Sake 101 education session by Monique Thomas, director of beverage, Japanese whisky is also a new bar addition, with five options on offer. And there’s a full roster of Asian, domestic, and local beers.

Now that Wagamama has nailed its menu and service, the U.K. concept is primed to grow its U.S. footprint beyond five restaurants, said Judge. “We’re looking for real estate on the East coast, in Texas, and Florida,” he said.