BRINGING ‘SOUL’ TO WAGAMAMA’S DIGITAL ECOSYSTEM
The Challenge
We needed to unlock wagamama's unique offering across touchpoints, aid discovery of the menu and encourage both in-store visits and takeout delivery.
All at a time when the UK was experiencing a casual-dining ‘crunch’.
Our Approach
We first redesigned .com, to give users the most vivid experience of wagamama, even on the smallest screens. Our immersive design imaginatively transports the user in-restaurant and uncovers ’the wagamama way', all inspired by Japanese design principles to better tell the brand story. The menu and take-out journeys were transformed to allow easy online purchase, including re-photographing dishes in top-down format to encourage dish discovery, demystify the menu and to reveal the beautiful, fresh food.
The Results
eCommerce: 5.2% increase in revenue, 3% increase in transactions, 2% increase in avg. order value
3.2% increase in sessions with transactions
4.9% increase in pages visited p/session
35% increase in visits to menu pages
31% increase in menus downloaded
- 5.2%
- Increase in revenue
Launching mamago
We also launched mamaGo, wagamama’s little sister in the UK and developed the instore ordering experience using touch screen devices.
Pay at the table
Since the launch of the website, we’ve extended wagamama’s digital ecosystem, launching their first ‘pay at table’ service using mobile devices.
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MullenLowe: Bringing 'Soul' to wagamama's digital ecosystem
We needed to unlock wagamama's unique offering across touchpoints, aid discovery of the menu and encourage both in-store visits and takeout delivery.
Business Objectives
Disciplines
Sector
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