Wok to Walk, the Pan Asian street food concept, has lined up five new sites which will take it to 13 in the UK by the end of the year, part of an “aggressive expansion plan”, MCA has learnt.
The brand, which is majority owned by Shoryu Ramen backer Toridoll Corporation of Japan, is opening in The Oracle shopping centre in Reading, Bond Street in Leeds, Bold Street in Liverpool, Brewer Street London and an undisclosed location in Manchester city centre.
Seeds Consulting which is working with the brand on franchising, said Newcastle, Sheffield, Glasgow, Edinburgh, Brighton, Southampton, Leicester, Nottingham, Oxford and Milton Keynes were also being targeted.
The expansion follows the agreement of development deals with four multi-site franchise operators, including Starboard Dining, part of Starboard Hotels.
Seeds business director Matteo Frigeri told MCA after opening around 30 sites in key UK towns and cities, the brand would move on to phase two, and target smaller regional towns.
Describing the appeal of the brand, Frigeri said: “Why it works so well, is that it’s a very easy decision making process for a consumer, and you can customise it how you want – healthy, vegetarian, indulgent.
“The speed is critical for a product made to order, which is two minutes max in the wok.
“Value for money and low average spend is the name of the game in the market.
“The brand does not see itself in the foodservice business, but in entertainment. They always put in a show with the flames and the wok in the window, which appeals to customers walking past.”