Wagamama has been named as the most popular restaurant in London in the 2006 Zagat guide, beating Nobu and The Ivy. Sholto Douglas-Home, the guide’s editor, said: "Wagamama’s ascendancy is all the more surprising given that it doesn’t take reservations and seats diners at communal tables – hardly the traditional hallmarks of a high-scoring restaurant, yet typical of Londoners’ growing desire to dine informally." Ian Neill, the company’s chief executive, said: "It’s cool to get value for money. It’s the same phenomenon as the women who buy a pair of Chloe jeans but will also go to Topshop. "People still want to go to Nobu, but they can’t go all the time and they will get good food if they go to Wagamama."