Wayland Games
Hospitality Concept | Operational Design | Launch & Mobilisation
‘Designed For All-Day Play’
Wayland Games is one of the UK’s best-known tabletop gaming retailers. In early 2026, they opened a new flagship gaming hall and retail destination in Brentwood, purpose-built for long-format play.
To support the launch, we developed and implemented a scalable 200-cover food and beverage concept, designed to integrate seamlessly with a tech-enabled ordering system, remain operationally simple, and deliver strong commercial performance.
Food concept strategy and positioning
Menu architecture and recipe development
Commercial modelling and procurement strategy
Kitchen design, operational workflow and fit-out support
Technical standards, food safety and team training
Product shoots, content and copy for every new SKU launched.
Launch mobilisation and post-launch support
The Opportunity
Most food offered in gaming and leisure venues fall into one of two traps: overly basic food that undermines the experience, or full restaurant menus that clash with how guests actually use the space.
Wayland Games wanted a food offer that felt considered and practical, while being designed specifically around long play times, intermittent ordering, and uninterrupted play. At the same time, the operation needed to be robust enough to train quickly, manage peak periods, and support future growth.
Our research across gaming, leisure, and high-street food pointed to a small number of recurring patterns in these game-led venues.
Handheld, low-mess formats consistently outperform plated dishes. Menus need to support repeat ordering over several hours, not single-occasion dining. Operational simplicity was crucial, with tight workflows that make decision-making straightforward for customers.
We also identified the importance of designing a menu system that worked for both gamers and staff without introducing extra menus or overlapping offers that would add unnecessary cost and complexity.
Understanding the Gaming Environment
The process began with focused market research and positioning across comparable leisure and gaming-led venues, identifying where the opportunity sat and how the offer could stand apart. From there, we ran structured innovation sessions to test multiple food directions in practice, refining formats and systems before locking in the final direction.
We developed clear menu architecture designed for speed and consistency alongside detailed recipe development and tastings. A full commercial model was built to test pricing, margins, sales mix, and operational assumptions, informing both menu decisions and procurement strategy.
The kitchen layout, workflows, and equipment were designed to support the menu and service model, alongside full technical documentation, nutritional analysis, and a site-specific HACCP system. Launch activity focused on operational readiness and a smooth transition into live service.
From Strategy to Service
The results
As one of the UK’s largest tabletop gaming retailers, their new 50,000 sq ft headquarters and fulfilment facility is designed around long-term growth. Wayland Games opened its Brentwood flagship store in 2026 with a food concept designed specifically to complement the different ways people choose to play.
Wayland required a hospitality model that matched the ambition of the wider business. The restaurant operates as a natural extension of the table-top gaming experience, supporting long sessions without disruption and providing a framework that can be adapted across future sites.