Saturday, June 23, 2018


CG Corp Global launches quick service noodle bar concept Wai Wai City
Friday, 08 September, 2017, 08 : 00 AM [IST]
Our Bureau, New Delhi
CG Corp Global, Wai Wai Noodles’ parent company, has introduced the quick service noodle bar concept for the first time in India, with the launch of Wai Wai City, which revolves around the brand’s versatility and provides the convenience of a quick service restaurant (QSR). It offers an array of noodle dishes cooked in interesting syles influenced by Oriental flavours at pocket-friendly prices.

The bars will offer a palette of noodle options in a variety of sauces, vegetables and toppings, which can also be customised as per the diner’s taste. Meals are prepared fresh every time. There is also the Make Your Own Dish option. This lets the diner customise his/her own favourite noodle bowl just the way he/she likes it. The menu includes innovations like Zucchini Masala Fries, Wai Wai Bhel and Honey Crispies with ice cream.

In fact, it has combined two of India’s favourite street delicacies, momos and samosas, and come up with a hybrid called the Momosa. It is made by stuffing tender juicy minced chicken in a crunchy coating, and has been created keeping the North Indian palate in mind.

Growth is targeted and conscious as they expand across the southern states, because rice is often staple to the diet in these states. Taking this insight forward, the product innovation team has ensured that customers at those outlets have an option to Rice It by replacing the noodle options.

Wai Wai City is spreading its wings across India and globally, as they have already sold rights to 17 countries across the Middle-East, South-East Asia and Europe. However, this sense of innovation and novelty remains consistent with their expansion plans, with a flavourful twist best suited to region-specific palates. For example, in international markets, they are considering distinctive Indian flavour options, such as tikka masala.

By transforming a cult snack into a flavourful and wholesome meal, and thus revolutionising the way people perceive, experience and consume noodles, Wai Wai City is looking at not only reinforcing brand recall, but also creating an all-new brand experience, while capturing and celebrating the diversity in flavour, palate and culture along the way.

Varun Chaudhary, executive director, CG Corp Global, said, “Wai Wai City is an endeavour to bring the brand closer to its customers in a more tangible manner. We wanted to come up with something that evokes nostalgia in people, taking them back to their school and college days, when Wai Wai noodles was the favourite snack.”

“The biggest strength of Wai Wai is undoubtedly its taste. With this new format, we offer our fans a whole new world of taste and flavours. For us, this is the beginning of an exciting global journey,” he added.
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