wagamama first opened its doors in 1992 in London's Bloomsbury. Inspired by fast-paced Japanese ramen bars and a celebration of Asian food, wagamama burst into life. They set out to create a unique way of eating, bringing the fresh, nourishing, flavours of Asia to all.
wagamama wanted a way to reward and connect with their customers outside of their restaurants
Unlike their competitors, wagamama did not have a loyalty scheme, but knew building a best-in-class loyalty and strategy proposition was the best way forward to grow their customer database and create a more personalised experience.
wagamama had a clear problem to solve, but needed assistance to approach and execute turning their loyalty vision into a digital experience.
During a 6 week Discovery, we worked to define wagamama’s strategic direction for loyalty, by identifying customer and business problems that could be solved by building a customer loyalty proposition.
We then looked to understand their existing tech landscape, to build an idea of the most appropriate tech stack to use to ensure seamless integration. We used a CMS that built in as much flexibility as possible, to allow wagamama to adapt and adjust to whatever the future brought.
The app was designed using a considerable amount of user research and testing to ensure a seamless customer experience, and we used dual track agile methodology, which helped ensure we were constantly designing with the end user in mind, and able to validate ideas to become build ready, before passing over to the build team.
Working as an embedded team in day-to-day operations within wagamama, and being able to cover a wide range of disciplines such as product, UX, research, mobile and QA, meant we had the full capability to take the idea of a loyalty scheme and turn it into a reality.
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The nationwide launch of the soul club mobile app, 9 months after build began, saw an incredibly popular uptake; 3x the projected figure, and was rated No.1 on the iOS app store for Food & Drink.
With a fresh loyalty proposition, guests find the app engaging and fun to use, and get to enjoy the full 360 wagamama experience. For the wagamama servers, they’re now confident in being able to introduce soul club as part of the customer welcome journey and support guests with any questions.
With additional content such as recipes and news available through the app, it’s an integrated, future-proof marketing experience that drives demand and nudges an extra wagamama visit.
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