Wagamama: Stimulating sampling on a shoestring

This case study explains how Wagamama, the UK restaurant chain, increased visits by encouraging people to try new dishes.

Wagamama: Stimulating sampling on a shoestring

101

Executive summary

"Good food should satisfy all the senses, it should open mouths and open minds"

The Way of the Noodle1

Having once been seen as one of the most innovative and cool restaurants on the UK high street, by late 2013 Wagamama's star had dimmed. Why? It had become a victim of its own success. So enamoured by the "tried and tested" top three Wagamama dishes were the UK public that they had stopped ordering anything else. Which meant that they visited less often. After all, you can only eat so...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands