Wagamama launches Veganuary charity partnership

Wagamama has launched a new Veganuary dish, establishing a charity partnership that will see the proceeds from 1m meals be donated to low-income families.

For 2023, the chain has introduced a new plant-based iteration of its iconic kare lomen dish, adding to a menu that is already more than 50% vegan. The launch forms part of a charity partnership with The Bread and Butter Thing. 

The vegan 'chicken’ kare lomen features udon noodles served in a nourishing bowl of coconut broth with a chilli kick, topped with vegan teriyaki ‘chicken’, coriander, beansprouts and cucumber. It is a fresh, fragrant and warming bowl available in all Wagamama restaurants and on Deliveroo throughout Veganuary only.

The partnership with food charity The Bread and Butter Thing will see a campaign of support initiatives introduced to help nourish local communities across the country, helping thousands of families in over eighty locations.

Established in 2016, The Bread and Butter Thing brings low-cost food to low-income communities. Those in need of support pay a fraction of the cost for food, which is sourced direct from manufacturers and retailers. It has over 40,000 members and redistributes to over 5,000 families a week who typically pay £7.50 for £35 worth of groceries.

Wagamama has already supplied food and bespoke recipe cards to The Bread And Butter Thing and a £25,000 donation will pay for 41 truck journeys, with each able to carry 426 tonnes of food.

The chain will also be providing warm and inclusive community spaces in selected restaurants, offering free sides to families facing difficult choices between heating and eating. Team members will also be volunteering to support local projects and chefs will provide ‘wok it don’t waste it’ demos and advise on how to cook nourishing and affordable meals.

Wagamama CEO Thomas Heier comments: "At Wagamama we believe in the Japanese philosophy of seijaku; finding calm and tranquillity in the midst of activity. In these challenging times, it is important that we all continue to nourish ourselves and our communities. Typically, every Veganuary we like to surprise and delight our guests with a plant-based showstopper, but we know this Veganuary is a little bit different for families across the UK, so it is a privilege this year to support local communities through our newly launched partnership with The Bread and Butter Thing."

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