Wasabi: Innovating Around Key Consumer Touchpoints.

Wasabi Talk: A Fresh Approach to Chinese BBQ

The “2025 Catering Industry Food Safety Innovation Practice Conference” was held in Beijing recently. Many leading food brands joined to share safety, quality, and technology ideas.

A key idea discussed was the “Consumer Moment” – meaning everything in the restaurant should focus on the customer. From menu design to service speed, the customer comes first.

The grilled meat chain Wasabi Talk is a great example of this idea in action.

New Store Design, Better Experience

Young people today prefer restaurants that look good and feel special. They are willing to pay more for a nice atmosphere.

Wasabi Talk noticed this trend. They improved their store design to make it more modern and interactive. Their new model focuses on two core features:

• Freshly ground wasabi
• Freshly cut meat

These are now highlighted in an open kitchen so customers can see, smell, and take part in the experience.

Creative Food, Lighter Taste

Wasabi Talk changed the way people eat grilled meat. Instead of heavy sauces, they use fresh wasabi as the main dip. This makes the taste light, natural, and unique.

High-quality beef is cut and prepared right in front of customers. It’s grilled at high heat and served hot. The flavor becomes refreshing and not oily with a touch of fresh wasabi.

Wasabi Talk also expanded its menu. It now includes:

• Korean stew pots
• Eel dishes
• Marinated beef brisket
• Hand-mixed beef
• Traditional Chaoshan desserts

This variety helps Wasabi Talk offer a full dining experience – from main dish to dessert.

Good Value, Happy Customers

Wasabi Talk keeps prices between ¥50 and ¥ 60 per person. This is a reasonable price for high-quality grilled meat.

They manage costs through a smart supply chain and a simple menu. This way, they offer great food and a nice environment without high prices.

One customer said:

“It’s perfect for friend gatherings. It feels premium but isn’t expensive.”

Conclusion

Wasabi Talk understands what people want: fresh food, a good experience, and fair prices.

Since starting in 2023, it has already opened over 20 stores. With its unique taste, upgraded style, and customer-first thinking, Wasabi Talk is becoming a favourite in China’s competitive food scene.