This October, wagamama is set to spark national debate across dining tables and group chats with its boldest menu innovation yet: the fish + chip ramen.
Combining classic British heritage with wagamama’s signature pan Asian and soul food ethos, the limited-edition dish taps into a burgeoning market trend for ‘brit-ish’ nostalgia and playful culinary fusion.
Crafted to balance rich comfort with bright Asian flavour profiles, the fish + chip ramen reimagines every element of the seaside classic:
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The dish features wagamama’s signature ramen noodles in a delicious curry broth, topped with tempura-battered hake, crispy sweet potato chips and crushed edamame, and garnished with fresh pea shoots, fragrant coriander, and chilli.
Research commissioned by wagamama reveals a profound generational shift in British dining culture. Over half of Gen Z (51%) feel traditional British meals are dated, with 52% actively seeking out modern culinary mashups instead.
For decades, the Friday night fish supper reigned supreme. But for Gen Z, raised on global street food, delivery apps, and bolder flavour profiles, the traditional chippy tea doesn’t always hold the same nostalgic magic.
Gen Z is 25% less likely than Gen X to favour a classic fish and chip shop. The seaside memory is slipping, too: while 77% of over-55s recall eating fish and chips by the coast, under half of Gen Z (48%) have ever shared that experience.
Rather than simple battered cod and salt-and-vinegar, Gen Z craves boldness. They are three times more likely than over-55s to say fish and chips need a global flavour upgrade, and 3.6 times more responsive to a wild fusion concept like fish + chip ramen.
It’s a trend that extends far beyond the chippy. Young diners increasingly feel other national staples – including the Full English (54%) and the Sunday roast (49%) – need a modern update to stay relevant.
Elsewhere, in traditional strongholds like Newcastle (73%), Cardiff (71%), and among over-55s nationwide (74%), the consensus remains firm: classic recipes shouldn’t be touched. Fish and chips hold strong as a top-tier comfort meal in Northern Ireland (63%) and the Northeast (56%), while in London, that figure drops to 37%. Instead, the capital leads the charge for culinary reinvention, with 51% of Londoners eagerly embracing global twists on the traditional dish.
When presented with wagamama’s fish + chip ramen concept, more than half of Gen Z (54%) and 41% of survey respondents overall say they’d give it a go, while 36% of the sample audience expressed intrigue, excitement, or hailed it as a masterpiece.
Steve Mangleshot, Global Executive Chef and Brand Ambassador at wagamama said, “Innovation sits at the heart of the wagamama bench. Fusion food and ‘brit-ish’ nostalgia is a major market trend guests love when executed with playfulness and quality. We wanted to deliver something genuinely fun and unexpected for October, welcoming everyone to pull up a bench and join the debate regardless of whether they consider it a masterpiece or madness.”
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The dish hits a unique sweet spot: offering older diners a playful way to step outside their comfort zone, while giving Gen Z a bold, modern reminder of a classic British staple.
When it comes to wider food preferences, while over-55s stick to tried-and-true favourites – fish and chips (59%), Chinese (46%), and Indian (35%) – Gen Z is looking further afield. Younger diners are three times more likely to favour Japanese food and seven times more likely to crave Korean flavours than their parents and grandparents.
The fish + chip ramen will be available across wagamama restaurants from 7th October.
