Wagamama has exceeded one million members on its Soul Club loyalty platform, as the pan-Asian restaurant group continues to enhance guest engagement across delivery, digital and in-restaurant channels.
CEO Thomas Heier tells MCA the programme is already driving “positive movements to member visit frequency” since launching in 2024, with further functionality and features in the pipeline. “We are really pleased with the app’s performance so far, although we are still learning and adapting as we go,” he says.
Recent integration of Soul Club with Deliveroo forms part of Wagamama’s broader omnichannel strategy, with a continued focus on “ease of use, value, and consistency” across platforms.
“Our guests want a seamless, connected experience – no matter how they choose to engage with us,” says Heier. “That’s what drives our innovation across delivery, click & collect and in-restaurant touchpoints.”
The group’s tech-led approach was recognised at the MCA Hospitality Awards 2025, where Wagamama was named Best Omnichannel Brand.
“This particular award means a great deal,” Heier said. “It recognises the hard work of cross-functional teams who have come together to deliver one seamless guest journey. I’m super proud of the teams who have made this possible.”
Heier credited the group’s progress to its “relentlessly guest-led” approach and a “kaizen mindset” of continuous improvement. “We’re always learning, testing and evolving to stay ahead of expectations,” he adds, highlighting cross-team collaboration as a critical success factor.
