Popular restaurant chain Wagamama has signalled plans to increase meal prices for customers in the coming year. The move is a direct response to rising operational costs, which the company partly attributes to the government's increased National Living Wage.
Selective Increases on the Menu
According to a report in the Sunday Times, the pan-Asian inspired chain informed investors it is considering 'selective price increases' during 2026. A spokesperson for the brand stated that while they have previously avoided major hikes, a review of pricing is now necessary.
The company forecasts that its staff costs, along with food and drink supplies, will rise by between 4 and 5 per cent in 2026. Other overheads, such as rent, are expected to climb by 2 to 3 per cent.
Balancing Value with Rising Costs
In its communication, Wagamama emphasised a continued commitment to value. "We have deliberately avoided major price increases and invested in our customer proposition," the spokesman told the Sunday Times. "We will review our pricing during 2026, remaining firmly focused on providing our customers strong value for money."
The chain has recently launched new value deals and a rewards scheme to attract diners. After a dip in customer numbers earlier in the year, footfall reportedly rose by 2 per cent in the 11 weeks to 14 December.
Customer Backlash and Market Context
The news of potential price rises has sparked a strong reaction from some customers online, reflecting broader concerns about the cost of eating out. One critic pointed to high prices elsewhere in the sector, calling an £18.99 pub meal of fish and chips "madness".
Another former patron commented: "We went to one of their outlets a few months ago and were shocked by the prices for essentially mediocre quality." Others suggested supporting independent local Asian restaurants instead, questioning the value proposition of large chains.
Wagamama's situation highlights the wider pressure on the UK's hospitality sector, where businesses are grappling with increased wage bills, energy costs, and supply chain inflation, often leading to difficult decisions about passing costs on to consumers.
