Wagamama launches first-ever loyalty programme

A Pan-Asian restaurant brand has today (17 July) announced the launch of its first-ever loyalty programme, 'Soul Club' – a unique platform that allows members to redeem free menu items, exclusive content and engage with a new line-up of ambassadors. 

By downloading Wagamama's Soul Club app, guests can receive a stamp in their digital stamp book, inspired by the Japanese tradition of hanko stamps. They can then use the stamps accrued to bag membership benefits – including a full feed of content such as recipes and foodie videos, on top of freebies to claim in-venue. 

The content features a line-up of senior Wagamama chefs and introduces its founding members: social media star and podcaster, GK Barry; culinary expert and vegan blogger, Alfie Steiner; and food entrepreneur and supplier club sensation, Rahel Stephanie. These ambassadors will support by hosting supper clubs, recipes and videos on how to make some of the brand's classic dishes and other content series. 

VIP treatment

As members level up, they gain access to exclusive supper clubs and cooking classes hosted by Wagamama's long-standing executive chef, Steven Mangleshot.

VIPs will receive VIP treatment, as level three members also enter a draw to win premium monthly merch drops. Gifts will also be offered along the way, including the £1,000 big birthday draw and secret menu items only accessible to members. 

Kay Bartlett, chief marketing officer for the group, comments: "Launching Soul Club is an opportunity to thank our guests through Wagamama's ultimate love language – food. We are enamoured by the love and support we receive from guests and relish the chance to reward our benches' biggest fans, as well as connecting with guests in a totally new and more personal way."

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