In the 1990s, the high street had already seen the successful growth of burger chains, pizza and pasta restaurants, but what opportunity was there for a new entrant into this highly competitive market? Different chains had their own USPs and a range of price points, but it was hard to see what type of food could become established in an already saturated market. One of the most successful food chains in the world, Taco Bell, and Mexican food in general had failed to penetrate the UK market — Chiquito’s existed but was not attracting customers away from the established market leaders in the food service market. So was there room for any other type of food?
Enter Alan Yau, who launched the Wagamama concept in London in 1992. The growth of this brand and how it has become established is a remarkable story of growth and how to build a business with the potential to expand.
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