The sushi and bento restaurant brand will open a 30-cover site in the airport’s the main terminal in partnership with global travel retail leader Lagardère Travel Retail.
The airport location requires Wasabi to serve a breakfast menu for the first time, which will feature a Korean BBQ bacon sando; pumpkin katsu and mushroom sando; salmon and avocado Potto, and a selection of hot drinks alongside the brand’s full range of sushi, bento, hot meals, and snacks.
The new site continues Wasabi’s mission to bring its Japanese food to new audiences and follows the opening of its latest high-street location on King William Street, London, and the recent introduction of elevated menu innovations, such as the premium omakase box for summer.
“This opening represents a major step in our brand’s journey, as not only are we entering a new phase of growth through franchising, but we’re also opening in a location that perfectly suits our offering,” says Henry Birts, chief executive officer at Wasabi.
“Transport hubs like Luton Airport align seamlessly with our mission to make fresh, high-quality food accessible to people on the move.
“We see this as a significant step in our wider growth strategy, with plans to expand further across the UK”.
Last month Birts told Restaurant’s sister publication MCA that the business is looking to double its estate in the next few years. The group currently operates around 40 locations and Birt said he saw plenty of growth opportunities both in London and the regions.
“Our offering is still available to a relatively small percentage of the population,” he said. “This is a market that’s not going anywhere; a market for high quality, on-the-go food with the convenience we offer.”