Wagamama is finally giving us a reason to like rainy days in London.
To celebrate the start of Pride in London, the pan-Asian restaurant giant announced that every time a rainbow is spotted over the city, it will give money to an LGBT charity.
Every time a rainbow is spotted, the wagamama in Soho’s Dean Street will donate all profits from bun sales that day to LGBT+ charity London Friend.
The chain sells approximately 1,000,000 buns per year, and they have become a firm favourite with foodies across the UK.
Rain falls an average of 110 days a year in the city, and the brand is calling on Londoners to help spot and share the rainbow to unlock the donation by tweeting #makeitrainbow, with a picture of the rainbow.
The money will go towards London Friend’s campaign to aid in its efforts to offer counselling and social support groups to the LGBT+ community in London.
Chief Executive of London Friend, Monty Moncrieff said: “It’s great to be working with wagamama to improve the health and wellbeing of LGBT people in London. Our British summer weather is never reliable, but at least now a rainy day can help extend our support services to LGBT people.”
Head of Marketing at wagamama, Andre Johnstone said: “wagamama has always supported its staff when it comes to Pride across the UK but we have wanted to do more publicly to support the LGBT+ community in previous years.
“Today’s announcement is part of an ongoing commitment throughout the year, to throw our support behind those who struggle to be who they are.
“We are who we are and we want you to just be you. What better way to ramp up our continued support and celebrate Pride than by backing such an incredible charity and cause.”
The chain says it has always internally championed inclusiveness, acceptance and difference.
Famed weatherman Michael Fish MBE said: “A rainbow is a beautiful meteorological phenomenon caused by light being refracted in water droplets.
“It is impossible to predict just how many will occur in any one time period, but British weather being what it is makes the UK a great place to spot a rainbow.
“This Pride campaign really does prove the adage correct: there is a pot of gold at the end of each rainbow!”
Similar initiatives are planned for Brighton and Manchester to coincide with their Pride events later this year.