Wagamama has launched a major change for the first time in its history as it introduces same-day bookings for all group sizes, ending its walk-in-only policy.
Since opening in 1992, the pan-Asian chain has operated without reservations, inviting diners to queue for seats in its branches.
Tables can now be reserved in advance or on the day at any wagamama restaurant, for both everyday dining and special occasions.
Claire Farrant, chief marketing officer at wagamama, said: “For 34 years, wagamama has been known for welcoming guests who simply turn up, take a seat and enjoy our food.
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“It’s been part of who we are since we first opened in 1992, so introducing same day any party size bookings is a really significant moment for us.”
The change follows a trial period, feedback and requests.
Guests can now plan their meals with the certainty of a booking, whether it’s a quick lunch, a gathering with friends, or a larger group celebration.
Ms Farrant said: “We know how much our guests love coming together over wagamama, whether that’s a quick lunch, a catch-up with friends or a big family celebration.
“By introducing bookings, we’re making it easier than ever for people to plan those moments and enjoy the wagamama experience in a way that works for them.”
How can guests book seats at wagamama?
Guests can book through the wagamama website, OpenTable, the Soul Club app, or by phone for groups of 20 or more.
To mark the change, wagamama is offering a complimentary glass of prosecco to guests who book by Thursday, October 15, for visits between Wednesday, November 18, and Tuesday, January 5, subject to terms and conditions.
The offer is available at participating restaurants in England, Wales, Scotland, and Northern Ireland.
Ms Farrant said: “At wagamama, we’ve always believed in kaizen, the philosophy of good change.
“This is a big change for us, but it’s one that reflects how our guests want to dine today, while staying true to everything that makes wagamama special.”
Bookings are now live across all wagamama restaurants, with diners able to select their preferred location, date, time, and party size to secure a table.
wagamama launches new menu item described as ‘utter madness’
Earlier in October, wagamama introduced the fish + chip ramen to its menu, which drew some mixed reactions.
The ramen features noodles in a curry broth, topped with tempura-battered hake, crispy sweet potato chips, and crushed edamame, finished with pea shoots, coriander, and chilli.
Plenty of diners reacted to the dish being revealed on social media, as one posted: “I’m weirdly excited hehe!!”
Sharing similar sentiments, another commented: “This is utter madness.
“Can’t wait to try it.”
Not everyone was so keen, as one posted on Facebook: “Some things just shouldn’t be fusioned”.
Steve Mangleshot, Global Executive Chef and Brand Ambassador at wagamama, said, “Innovation sits at the heart of the wagamama bench.
“Fusion food and ‘brit-ish’ nostalgia is a major market trend guests love when executed with playfulness and quality.
“We wanted to deliver something genuinely fun and unexpected for October, welcoming everyone to pull up a bench and join the debate regardless of whether they consider it a masterpiece or madness.”
Will you be utilising wagamama’s new booking system? Let us know in the comments.
