Wagamama launches a supermarket meal kit series – “I’ve been waiting for this”
As part of the chain’s post-pandemic expansion strategy, WAGAMAMA is launching a line of “cook at home” food goods today. Customers will be able to purchase the restaurant-style meal bundles at Waitrose and other supermarkets.
Wagamama is a prominent restaurant business in the United Kingdom that serves Asian cuisine based on Japanese cuisine. Due to the pandemic closing the restaurants for several months last year, the company has developed meal kits, pastes, and sauces as part of its growth strategy.
Customers will be able to purchase the meal packages in Waitrose starting today, with Morrisons, Sainsbury’s, Tesco, and Ocado following suit in the coming weeks.
It comes following a favorable response to Wagamamas Wok from Home Cooking Series during the nationwide lockdowns.
The brand has stated that all proceeds from the collection would be donated to YoungMinds, a mental health charity partner.
One of new boss Thomas Heier’s first steps is the debut of the range, which will include Wagamama’s renowned Katsu paste.
“We learned a lot from Wok from Home, and that connectivity with people was something we could really look at when thinking about the range,” he told PA news agency.
“We don’t believe it will eat into our restaurant sales because we were concerned about that when we first started offering click and collect alternatives and saw how successfully it drew in new customers.”
Mr Heier went on to say that business at Wagamama restaurants had been good when they reopened after the third lockdown.
“We were able to trade with delivery and click and collect across a number of sites during the lockdown, but it was certainly a tremendous lift to welcome all those customers and colleagues back,” he said.
“It’s been a lot of work, but in a good manner, because there’s a lot of enthusiasm for the brand. We usually do better in the chilly months, which we refer to as ramen season, but we’ve been particularly happy with our business since May 17.”
Pad Thai, chicken ramen, and katsu curry meal kits will be available for purchase by Wagamama fans.
Waitrose is selling a chicken ramen dinner kit for £2.64, which includes ramen noodles, chicken stock, sesame seeds, and wakame seaweed.
Soy sauce and curry paste are included in the katsu curry meal kit. “Brinkwire News in Condensed Form.”