Gone are the days of summer dinners meaning soggy potato salad and sad cocktail sausages, say hello to wagamama’s new menu, perfect for a London summer!
wagamama’s first campaign under their new brand platform ‘food is life’ is called ‘wagamama when’.
Described as a ‘celebration of food’s emotional power and importance’, the ‘food is life’ campaign prioritises personalisation and the customer’s experience.
It taps into that familiar, comforting feeling you get at wagamama, whether it’s your first visit or 50th.
I asked wagamama global executive chef Steve Mangleshot to describe the new menu with a song.
After much tortured consideration, he answered with ‘Little Black Submarines’ by The Black Keys.
I hadn’t listened to it before but after my many, many courses at wagamama covent garden, I played it on the way home.
The song starts with a slow tempo and simple chords but once you’re two minutes in, it really picks up the pace. It is an excellent way to describe this elevated summer menu.
As a self-aware picky eater, I can often find seasonal menus challenging but not in this case.
Being able to alter my meal to my preferences without feeling like a nuisance is often a deciding factor for me when I’m deciding where to eat.
Just as expected, the new menu is thoughtful, filled with diverse options for meat eaters, vegetarians and picky eaters alike.
A particular stand out was the starter of vegan fried chick’n. It was crispy, sticky and finally a vegetarian option that isn’t mushroom! Hurrah!
I tried the most exciting summer feature which was the build-your-own donburi. I loved customising it exactly to my taste, just like I would do at home.
With light cauliflower rice and a colourful salad, it really was summer in a kokoro bowl. I could imagine eating it as a lighter lunch in the uncomfortable London heat.
There was so much flavour and colour in the second course, it is where the speed really picked up.
Ending with a selection of desserts, where we are met with more complex flavours coming together.
After much consideration, I chose the miso banana bread.
Just as the layered harmonies and crashing beats come together at the end of ‘Little Black Submarines’, salty miso, sweet banana and vanilla ice cream created the most elegant crescendo to the meal.
Mangleshot proves that people are at the heart of the restaurant’s ethos. He said: “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.”
Personalising my meal easily is what makes the entire wagamama experience so enjoyable. Customers do not feel like they inconveniences for changing things around, just like they would ask a friend to do.
The ‘wagamama when’ campaign feels so authentic to their brand because the celebration of community stretches beyond their excellent food.
Their ramen bar inspired benches had me nattering with strangers next to me about what their stand out dishes were and what they would recommend to me.
Find your closest wagamama here.
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