One of the most established franchise under the umbrella of Ali Bin Ali Hospitality since 2014, Wagamama went through a brand refresh in 2016. Serving a Japanese cuisine with a western twist, it framed a new vision; freshness and quality back into the very heart of the dining experience. We were approached by Ali Bin Ali in 2016 to strategize and co-create with them a series of Wagamama in Qatar. Part of the process was to create a future strategy that challenges the growing competition, generate loyalty in the fast-casual market segment, bring efficiency to the production and realization of the physical build thru efficient fit out method to sustain the client’s major growth plans moving forward.
From the 2 different location, Daya identified and prepared a modular system that is plug and play friendly to maximize fit out efficiency and commercial value.
Wagamama’s desire of continuous improvement is based around the Japanese philosophy of Kaizen. Through the process of insight and fit out expertise we were able to compel a balanced and harmonious spatial concept that conveys back to the brand's core of being efficient, simple and memorable. One of the main highlights is the “live kitchen” feature which acts as heartbeat to the concept. “Live” cooking is visible from the exteriors turn the restaurant experience inside out and give each site the opportunity to hero the food and chefs. Other notable features were the add-on modular seating, which complements the original Wagamama “long benches”. The key take-away for this project was the success of maintaining Wagamama's brand essence while localizing spatial features that meets the local culture dynamics.
From a fit out perspective, 2 different locations (Mall of Qatar and Doha Festival City) of the brand awarded, Daya started looking at value engineering methods with economic of scale. Construction elements were fabricated using a modular system in Daya's factory in Vietnam, that allows minimal labor in Qatar.
Using our South East Asian subsidiaries to bring an overall saving value for the client.