Wagamama is to launch at motorway service stations for the first time to meet demand for on-the-go dining options.
Operated by travel hub hospitality operator TRGC, the sites will open in the coming months at Extra MSA’s Beaconsfield Services (M40 J2) and Cobham Services (M25 J9/J10).
TRGC described the openings as a “significant milestone” in its long-standing partnership with Wagamama by “expanding the brand into a new travel format while continuing its successful growth across key airport destinations”.
In June, TRGC and Wagamama unveiled plans to launch a new premium grab-and-go concept, Wagamama ‘on the move’, at Heathrow Airport Terminal 5.
The concept represents a “travel-first evolution of the Wagamama experience”, the pair said at the time. It looks to deliver classic Wagamama menu items combined with newly developed travel-friendly options.
TRGC and Wagamama will be expanding their airport presence further with a new opening at Birmingham Airport scheduled for this summer.
“We’re delighted to be expanding our partnership with TRGC and bringing Wagamama to motorway service stations,” said Wagamama SVP franchise and international partnerships Francisco Neves. “As more guests look for fresh, high-quality food while travelling, these new locations allow us to introduce the Wagamama experience to even more people on the move.
“Alongside the recent launch of our ‘on the move’ proposition at Heathrow Terminal 5, these openings represent an exciting step in making Wagamama more accessible wherever our guests are travelling.”
It comes as the owner of Wagamama, The Restaurant Group (TRG), recently sold its concessions division to travel dining operator Areas.
The pair said that as part of the Areas Group, TRG Concessions will gain access to “an extensive global network, further operational expertise and a wider portfolio of international franchise brands”.
TRG Concessions will continue to operate the Wagamama brand in UK airports under a franchise agreement, as well as work on expansion opportunities for the Wagamama brand in European airports.
Speaking of the changes, TRGC CEO Jonathan Knight added: “We’re incredibly excited to be bringing Wagamama to motorway services for the first time, marking another important milestone in our long-standing partnership with the brand.
“As we prepare for the next chapter with Areas, we’re looking forward to building on that momentum and continuing to grow Wagamama across UK travel hubs, bringing high-quality, experience-led dining concepts to travellers, wherever their journey takes them.”
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