Back in 2021, wagamama became the first UK chain restaurant to commit to making 50 per cent of their menu plant-based. At the same time, they announced the ‘Plant Pledge’ campaign to encourage guests to eat more plant-based dishes to help tackle the climate emergency.
The campaign saw wagamama urging guests to pledge a ‘small choice for big change’, whether that be finding a new go-to vegan side or choosing to eat meat-free for half the week. At the time, CEO Thomas Heier said:
“At wagamama, we’re making choices big and small at a business level to tread more lightly on the planet. Now, it’s time we use our platform to ask guests to join that journey with us. We believe in the collective power of small choices for big change. Whether that’s taking part in Meat Free Monday or committing to Veganuary next year, we want to offer the support to those guests who are wanting to make that change.”
The message behind the campaign was that positive change can start small and it begins with all of us. While the campaign ended, wagamama’s commitment to the planet and providing fantastic plant-based options did not.
