Harrison Fraser

Creating brands,
creating places


Keeping the brand on track

  • Strategy
  • Engagement
  • Print

When Wagamama first came to market in 1992 it was a restaurant that broke all the rules of traditional service.

Queuing to enter, sharing tables, food ordered electronically and delivered as soon as it was ready – it successfully captured the zeitgeist of 1990s metropolitan living. Now, three decades later, the brand continues to expand and evolve.

We have partnered with Wagamama at a number of significant points in its history. When it was just one site in London, John Harrison and David Fraser worked with the original founder, Alan Yau, to define the expansion strategy. Several years later, as the business grew in the UK and internationally, H:F defined the brand vision and employee engagement programme. More recently, under new owners, we have carried out brand health checks to ensure relevance to today’s customers and consumer research on new retail formats.

Key to the long-term success of the brand is its ability to make people of all ages feel young-minded and part of a community that shares the Wagamama way of life and the philosophy of kaizen (good change) that continues to drive the business.