Wagamama marks Veganuary with lion's mane steak

With Veganuary underway, Wagamama has added a brand-new plant-based item to its menu, bringing the lion's mane 'steak' bulgogi to its restaurants as of 3 January.

The dish forms part of the brand's mind. body. bowl campaign, which sets out to lift the low moods expected in January by celebrating nourishment and encouraging customers to make small, informed choices in daily life. The group will collaborate with three content creators to bring the initiative to life. 

Gaz Oakley, a plant-based chef and cookbook author from Cardiff, will cover the mind element of the campaign, demonstrating the benefits of getting outdoors. The body will be represented by Savannah Sachdev, who will showcase how movement can bring positivity and energy to each day. Alfie Steiner will bring the bowl element, sharing how customers can maximise the power of plants and nutrition through plant-based eating. 

Kay Bartlett, chief marketing officer for Wagamama, comments: "This January, we're delighted to launch our new lion's mane mushroom 'steak' dish to excite all guests, whilst also broadening the conversation beyond vegan eating alone with our mind. body. bowl campaign that reminds us all of the warm and inviting feeling exuded from our Wagamama restaurants and the comforting classic dishes served up by our teams."

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