Sphera Franchise Group, the largest food service group in Romania, is preparing the entry of the pan-Asian brand wagamama into the local market, with the first restaurant scheduled to open in Bucharest at the end of 2026 or the beginning of 2027. This move represents a key stage in the company’s portfolio diversification strategy, as it already operates renowned franchises such as KFC, Pizza Hut, and Taco Bell.
The General Manager of Sphera Franchise Group, Călin Ionescu, told Profit.ro that wagamama’s debut will take place in a shopping center in the capital, with the exact location currently under development. In the medium term, the group also aims to open street-front units in major cities across the country, adapted to traffic flows, but without setting a fixed target for the number of restaurants. The expansion is based on Romanians’ growing appetite for Asian cuisine and wagamama’s positioning in the fast-casual segment, under the Japanese philosophy of Kaizen (continuous improvement). Currently, the company is working with international partners on operational flows, the supply chain, and team recruitment.
Although Sphera has a close relationship with Yum! Brands, the owner of KFC, Pizza Hut, and Taco Bell, the group’s management ruled out, for Profit.ro, bringing the American chain The Habit Burger Grill, acquired by Yum! Brands in 2020, to Romania. Călin Ionescu explained that such an expansion is not currently on the table due to rigorous analyses regarding the risk of cannibalizing their own brands, as well as a busy internal agenda. Sphera’s current priorities focus on launching wagamama, expanding the recently added Hard Rock Cafe franchise, and consolidating Cioccolatitaliani in Italy. The group’s active portfolio includes KFC networks in Romania, the Republic of Moldova, and Italy, Taco Bell in Romania, and Cioccolatitaliani and KFC in Italy, while Pizza Hut operations were recently sold to a new owner to accelerate the network’s transformation.
Frequently Asked Questions
When will the first wagamama restaurant open in Romania?
The first wagamama restaurant is scheduled to open in Bucharest at the end of 2026 or the beginning of 2027.
Who is bringing the wagamama brand to Romania?
Sphera Franchise Group, the largest food service group in Romania, is bringing the pan-Asian brand to the local market.
Will Sphera bring The Habit Burger Grill to Romania?
No, Sphera’s management has ruled out bringing The Habit Burger Grill to Romania due to brand cannibalization risks and a busy internal agenda.