‘A huge piece of retail technology innovation’: wagamama brings soul club loyalty programme to life

wagamama, a British restaurant chain, serving Asian food based on Japanese cuisine, has launched a new loyalty app called soul club.

Customers will earn a hanko stamp each time they visit a wagamama restaurant and spend £12. After three stamps, they receive a free side and after six stamps, a free main with no minimum spend.

When people first sign up, they will also get a free stamp and a free side of edamame beans. When it's their birthday, they get entered into a prize draw where they could win a £1,000 gift card.

It’s also possible to gain access to various extras on the app including recipes, cooking videos, secret menu items, and access to supper clubs.

After four visits in one year, users will receive invites to supper clubs to cooking classes with wagamama collaborators. After eight visits in one year, they get VIP Status, which includes the opportunity to win premium monthly merch drops, such as hoodies and cookbooks.

In a LinkedIn post, Kay Bartlett, Chief Marketing Officer at wagamama, said: “From the beginning we have always done things differently.”

“Our approach to loyalty has been one of the most testing yet rewarding projects for defining exactly how we zig when others zag in a crowded world of brand schemes.”

She added: “For one, while soul club is a huge piece of tech innovation we sought to make its experience as human as possible. A huge thank you to each and every one of you who have helped us bring soul club to life.”

“Featuring a packed feed of recipes and cooking content from our brilliant chefs and the UK’s favourite creators. We learn from the growing appetite for memorable experiences and have a packed lineup of soul club events like supper clubs and cooking classes.”