Case study provided by The Brand Council.
Japanese style and design is all the rage at the moment, influencing many areas of Western culture, including fashion, animation, consumer electronics and food. The latter area has felt a particularly strong influence from Japan, as the growing penchant for noodle bars and sushi shows.
The thing trendy urbanites love about Japanese food is its freshness, healthiness and the chic minimalist design of the restaurants. However, one restaurant chain has managed to be a step (or two) ahead of the trend: Wagamama has been working on this philosophy and has regular queues outside its doors week after week since it opened its first noodle bar in London in 1992.
The essence of Wagamama is a no-nonsense combination: simple, high quality yet inexpensive food served up in a sleek, minimalist canteen-style setting, with bench seats and no reservations alongside an open-plan kitchen. Together these all contribute to the noisy, vibrant, buzz of the restaurants. This carefully balanced formula was an instant hit when the first restaurant opened on Streatham Street, near the British Museum in London's Bloomsbury district. Thirteen additional Wagamama restaurants have since opened in London, and the brand has also expanded nationally, opening in Manchester and Nottingham, with branches planned for Bristol and St Albans. In addition, the first Wagamama branch outside the UK opened in Dublin in 1998, Amsterdam followed in 2000 and May 2002 saw Wagamama going down under with the opening of a restaurant in Sydney. With more international branches in the pipeline, Wagamama is simply following its customers' demands.
Much can be learned about Wagamama by examining the meaning of the name itself. Translated literally from Japanese, wagamama means 'wilful/selfish child'. But a broader interpretation would explain the selfishness in terms of looking after oneself, in terms of positive eating and positive living. A single-minded belief in the strength of its own formula, and letting the quality of its product speak for itself, has built Wagamama into an extremely strong and much admired brand, as well as enhancing its cool credentials.
The personality of Wagamama is also very apparent in its uncomplicated advertising. An image that is frequently used in its ads, amongst other communications, is that of an eager diner with a large bowl completely covering her face as she slurps up what is left in the bottom. Shot in black and white, the image gives an air of being both innocent and childlike but confident and wilful at the same time.
At the prestigious Retailers' Retailer of the Year Awards 2002, which are organised by Martin Information, one of the sector's leading business information providers, Wagamama's simple successful formula was voted 'Best Concept' and it was a finalist in the 'Best Design' category.
Wagamama's singular approach is reflected in its unconventional way of doing things -- it doesn't get carried away with some of the fuss and ceremony often found in restaurants and focuses on delivering great food at excellent value (average spend is around 拢12 per head). Orders are taken on the latest technically advanced hand-held electronic devices and zapped straight to the kitchen, where each dish is cooked and served immediately. If that means a party of people getting their food at different times, then so be it. Whether it's sitting at a bench next to a stranger, queuing until seats become free, or getting your food before or after your friends, enjoying Wagamama is all about going with the flow.
In fact, its approach, environment and ethos are as fresh as the food itself.
漏 2002 The Brand Council
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