Uber Eats and wagamama Are Bringing Drift Deliveries to Doorsteps in London
Tapping into Tokyo’s underground racing scene to reimagine the concept of fast food.
To mark the arrival of wagamama on its platform, Uber Eats is dialling in on Tokyo’s underground racing culture to bring the restaurant’s popular Pan-Asian dishes to doorsteps through Drift Deliveries.
As part of the service – exclusively available to those ordering wagamama from its Wigmore Street location in London this week – Uber Eats will be ditching its standard bikes, mopeds, and scooters for a 1998 Toyota Chaser. Drawing inspiration from the restaurant’s fiery flavors, the iconic drift car comes custom-wrapped in metallic red chrome with flame graphics and star-studded wheels. In another surprise takeover, the delivery service has also enlisted British Drift Champion and DriftPro Champion Ollie Evans to take the reins of the car, ensuring boxes of katsu curry, gyozas, and more arrive piping hot and on time.
Speaking on the Drift Deliveries roll-out, General Manager at Uber Eats UK, Merve Basci, says, “Great food deserves memorable moments. As wagamama reaches more homes than ever through Uber Eats, we wanted to celebrate in a way that’s as bold and energetic as the food itself. Drift Deliveries turns an everyday order into something completely unexpected.”
Mark Chambers, CEO at wagamama UK, also added, “wagamama has always been about serving fresh food, cooked to order and full of flavour. Launching on Uber Eats means even more people across the UK can enjoy their favourite dishes, wherever they are. To celebrate, we wanted to do something that captured the energy and passion behind the food while staying true to our Japanese roots. Drift Deliveries brings together speed, spectacle, and culture to mark the occasion in a way that’s unmistakably wagamama.”
For those not able to secure a Drift Delivery this week, Uber Eats will also be holding a food-inspired drifting challenge. From an online ballot, which is open to Uber Eats customers ordering wagamama nationwide from July 21-23, the brand is set to invite select customers to compete in a high-speed activity for the top prize of a year’s worth of free wagamama. Soul club and Uber One members will also get twice as many entries in the ballot.
To get involved, download the Uber Eats App and order from wagamama now.
