Wagamama: Stimulating sampling on a shoestring
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Executive summary
"Good food should satisfy all the senses, it should open mouths and open minds"
The Way of the Noodle1
Having once been seen as one of the most innovative and cool restaurants on the UK high street, by late 2013 Wagamama's star had dimmed. Why? It had become a victim of its own success. So enamoured by the "tried and tested" top three Wagamama dishes were the UK public that they had stopped ordering anything else. Which meant that they visited less often. After all, you can only eat so...