itsu vs wagamama:Which is more popular?
In September 2026, wagamama had more branded searches than itsu among Asian restaurant chains in the United Kingdom. wagamama had about 301,000 branded searches, while itsu had 74,000. wagamama made up 65% of all Asian restaurant chain searches we track, and itsu accounted for 16%. When we asked ChatGPT and Google AI Overviews about Asian restaurant chains, itsu appeared in all three answers and wagamama in two. wagamama was mentioned before itsu in two out of three answers.
Who do people search for more?
wagamama, about 4 searches for every 1 for itsu
Who does AI mention more?
itsu, mentioned in every answer we collected
Who does AI recommend more?
wagamama, named ahead of itsu in 2 of 3 answers
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Top Asian restaurant chains in ChatGPT and Google AI Overviews
In three ChatGPT questions, itsu appeared in all three answers. wagamama was mentioned in two out of three: in two of the three ChatGPT answers. wagamama was listed before itsu in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
See every answer about Asian restaurant chains
3 answers
Asked ChatGPT
“What's the best Asian restaurant chain in the UK?”
Asked ChatGPT
“Which UK chain has the best sushi?”
Asked ChatGPT
“What are the most popular noodle and sushi chains in the UK?”
Searched Google, AI Overview
“sushi”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“asian restaurant”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Is itsu or wagamama more popular in search?
This chart shows how often people search Google for itsu and wagamama by name. Each line represents a brand's share of searches for all six Asian restaurant chains we track, month by month, from searches in United Kingdom.
Share of searches by month for wagamama, itsu. The figures are in the table below the chart.
View monthly share of searches table
| Month | wagamama | itsu | YO! Sushi | Tampopo | Wasabi | Banana Tree |
|---|---|---|---|---|---|---|
| Oct 2025 | 68% | 20.4% | 9.1% | 1.5% | 0.65% | 0.36% |
| Nov 2025 | 64.4% | 23.6% | 8.7% | 2.1% | 0.61% | 0.51% |
| Dec 2025 | 66.4% | 19.8% | 10.9% | 1.8% | 0.63% | 0.43% |
| Jan 2026 | 63.6% | 19% | 12.8% | 2.6% | 1.6% | 0.5% |
| Feb 2026 | 66% | 19.7% | 10.9% | 2.2% | 0.77% | 0.43% |
| Mar 2026 | 63.2% | 23.1% | 10.4% | 2.1% | 0.9% | 0.4% |
| Apr 2026 | 68.3% | 16.8% | 11.2% | 2.2% | 0.98% | 0.43% |
| May 2026 | 64.1% | 19.3% | 12.9% | 2.1% | 0.96% | 0.63% |
| Jun 2026 | 65.7% | 19.8% | 10.8% | 2.2% | 0.99% | 0.51% |
| Jul 2026 | 64.2% | 19.3% | 12.9% | 2.1% | 0.89% | 0.63% |
| Aug 2026 | 66.8% | 16.4% | 13.4% | 1.8% | 0.93% | 0.64% |
| Sep 2026 | 65% | 16% | 16% | 1.7% | 0.8% | 0.52% |
How has the itsu and wagamama comparison changed over the last 12 months?
3 findings
- wagamama was ahead of itsu in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, itsu’s share of searches among Asian restaurant chains in the United Kingdom moved from 20.4% to 16%, and its estimated monthly branded searches moved from 135K to 74K.
- Across the 12 months ending September 2026, wagamama’s share of searches among Asian restaurant chains in the United Kingdom moved from 68% to 65%, and its estimated monthly branded searches moved from 450K to 301K.
How did search popularity change for United Kingdom Asian restaurant chains in September 2026?
2 changes
In September 2026, wagamama lost share of searches among Asian restaurant chains in the United Kingdom, from 66.8% to 65%.
itsu’s share of searches among Asian restaurant chains in the United Kingdom has lost ground for 3 months in a row, from 19.8% to 16% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using itsu’s and wagamama’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among Asian restaurant chains
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