Savannah Black / 08 July 2025 / Categories: Food & Drink, Fast Food

Waso Deliver all over the City of London

if you like Japanese food you are going to love Waso

For the British who love everything Japanese including the food, Waso are the best. I have a couple of hair clients, salons in the City of London I visit and they order lunch from Waso all the time, how I discovered them.

I am writing this snoop purely and simply because I was so inspired by founder and CEO Toshihiro Yoshimura.

When you taste the food you’ll be blown away. And like everything Japanese I’ve ever encountered the standards are through the roof from 5 star service, graciousness and gratitude. They make you feel so valued as a customer it makes you in turn want to support them. It’s a winning formula.

The Waso mission statement “Creating a world where everyone believes in their authenticity”

This is a dream come true for Toshihiro who at 28, in 2015 quit his job at J.P. Morgan in Tokyo to start his business rooted in his love of Japanese culture.

He moved to London and with his secondary school classmate and launched Waso on an entrepreneur visa.

His idea was to deliver lunch to London offices, no minimum order no delivery fee. They optimised delivery routes to minimise costs initially cooking all the food himself.

Like every entrepreneur these guys grafted. When they couldn’t afford office space they bought the cheapest thing at a cafe and worked from there. They pounded the pavement hanging out at tube stations handing out leaflets to anyone who would take one.

One feature on TV in Tokyo, they won a lunch contract with Japan House London’s and they were off.

Like all entrepreneurs Toshihiro and his partner Gen had to do everything. Cooking the food, delivering the food from one trolley on foot. All with absolutely no money, they had to raise investment which even being in the financial district is never easy.

Then Waso faced COVID and to survive they had to rethink the whole business. They moved to a frozen bento home delivery model and because the food standards were so high and the food so good orders surged.

Toshihiro says the service is not perfect yet. He has very high standards and is committed to improving with a wider range always with a focus on accessible pricing.

I truly believe in the passion behind this business. You can taste the love in the homemade food. They say they want to deliver flavours that boost your spirits during tough times and during those moments when you need a lift.

I guess sometimes we forget that’s what food is supposed to do. Nourish us.

For anyone in the City or East London who hasn’t tried Waso yet they offer Japanese food delivered daily and I promise you the food is as good as I’ve eaten in the very best Japanese restaurants for a fraction of the price.

It’s not surprising they continue to go from strength to strength.

When ever I am in the City now I always look forward to ordering lunch from Waso Tokyo. There’s nowhere like it outside Japan itself.