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Prioritising customer-targeted marketing propositions

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Prioritising customer-targeted marketing propositions

The
challenge

Wagamama needed help to define a digitally enabled future guest experience, delivering personalisation at scale, building customer loyalty and supporting and enhancing their existing in-restaurant, at-home and gifting propositions.

The challenge


Wagamama needed help to define a digitally enabled future guest experience, delivering personalisation at scale, building customer loyalty and supporting and enhancing their existing in-restaurant, at-home and gifting propositions.

Our Approach


Manifesto worked with the exec team to map potential customer missions, and create territories for experience innovation, wireframing future customer journeys to bring them to life.

We analysed their current performance to identify how Wagamama could improve the existing guest experience, as well as opportunities to surprise and delight their guests, based on market trends, insights from customers and Wagamama’s ‘Related World’. We also identified the channel and capability requirements for each mission to define a new digital ecosystem required to power the target customer experience

Our Approach


Manifesto worked with the exec team to map potential customer missions, and create territories for experience innovation, wireframing future customer journeys to bring them to life.

We analysed their current performance to identify how Wagamama could improve the existing guest experience, as well as opportunities to surprise and delight their guests, based on market trends, insights from customers and Wagamama’s ‘Related World’. We also identified the channel and capability requirements for each mission to define a new digital ecosystem required to power the target customer experience

The Outcome


  • Our blueprint for the ecosystem was approved by the exec team, and will form the basis of their future omnichannel guest experience.
  • Wagamama gift card sales in 2022 compared to 2019 (pre-COVID) were up by 60%, with direct sales via online and in-store growing by over 50% and B2B sales also growing significantly, by up to 170% through key partners.

The Outcome


  • Our blueprint for the ecosystem was approved by the exec team, and will form the basis of their future omnichannel guest experience.
  • Wagamama gift card sales in 2022 compared to 2019 (pre-COVID) were up by 60%, with direct sales via online and in-store growing by over 50% and B2B sales also growing significantly, by up to 170% through key partners.
Emma Woods, CEO, Wagamama

“They have a great ability to listen and did not presume what the answer was.”

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