Interview: Emma Colquhoun, Wagamama

Emma Colquhoun joined as Wagamama’s chief marketing and commercial officer in April and has been running full throttle ever since. On top of overseeing the group’s growth strategy and digital transformation, she has been fundamental to its most expansive launch since it was founded in 1992…

You can’t successfully run one of the nation’s biggest casual dining concepts without ideas constantly bubbling away in the pot. A complex and ever-changing trading environment paired with fluctuating consumer expectations requires constant reflection and adaptation if a brand is to stand the test of time. With over 170 restaurants nationwide and after more than 30 years in the game, in which it has garnered a reputation for being one of the most popular casual dining groups in the UK (with a YouGov Fame score of 92%, no less), Wagamama seems to have the winning formula for long-term growth and longevity.

“It’s such an iconic brand that has really pioneered ever since it was born,” says Emma Colquhoun, recently appointed chief marketing and commercial officer for the company. “It stands for something so distinctive,” she adds. “Customers say it today: it’s good food fast, it’s not fast food. That and the vibe are both really important parts of what Wagamama offers. That unique combination is what has really made Wagamama stand out and consistently outperform the market for so many years.”

The next chapter

Colquhoun took the mantle at Wagamama HQ in April, having spent the previous seven years combining strategy and operational execution at Krispy Kreme. “I led the marketing, retail and sales division,” she explains. “I was basically chief customer officer, taking care of everything to do with the front-end side of the business. It’s an amazing, similarly iconic brand and business to be part of, but very different to where I am now.”

The move to the pan-Asian restaurant giant is somewhat of a leap from the realm of sweet treats – a world Colquhoun spent some 17 years immersed in, having worked at Ferrero for 10 years ahead of her stint at Krispy Kreme. “It was just a good time to move on and try something different,” she adds. “The opportunity to join Wagamama now and set the next chapter, taking us to the next level of growth both in the UK and beyond, was super exciting. It’s an honour and a privilege to be part of leading the brand to the next level.”

Now part of a business that never rests on its laurels, it’s been a full-on few months at the heart of the action for Colquhoun. On top of the regular flow of openings – new sites in Preston and Tewkesbury among those most recently announced – the group confirmed a senior team reshuffle in May, with Thomas Heier stepping down from his CEO position after four years in the role. Mark Chambers, former CFO of the brand’s parent company, The Restaurant Group, then assumed the position as of 2 June, while Stephen Judge, former COO of Gibsons Restaurant Group, took the helm as CEO of its North American division at the same time. And yet, amid the expansion and all the team shake-ups, the group somehow still found time to establish its biggest campaign in its 33-year history to date.

Give the people what they want

For those within the business, Wagamama’s new ‘Food is Life’ initiative is a transformative moment in the evolution of the brand. It’s a celebration of food’s emotional power and cultural importance, reflecting the group’s intention to lead with originality, integrity and soul across both its new menus and mindset.

“Wagamama has always been a brand that puts food at its heart; not just food on the plate, but food in a broader sense,” notes Colquhoun. “That’s exactly what Food is Life is intended to represent. At Wagamama, we believe that food is way more than fuel, it’s comfort, and our brand is so known for providing comfort and reassurance as much as it is for being exciting and innovative. Food is that great connector. It allows us to express our creativity.”

Emma Colquhoun, chief marketing and commercial officer, Wagamama

So, Food is Life is ultimately a platform with purpose, one that really just goes back to what Wagamama has been about since the beginning: simple, wholesome fare. 

“I believe that when you lead brands, you have to peel back the onion to really understand what it is that makes it so special,” she muses. “You’ve got to keep reinventing to be relevant but still stay true to its core.”

To bring this ethos to life, it made sense to start with a menu revamp, and Wagamama’s latest summer launch centres on personalisation, freshness and feel-good food. Introduced in tandem with the overarching Food is Life campaign, it was designed to reflect guests’ evolving expectations and meet their needs, whether they’re calling for healthy options, customisable dishes or deeper flavour experiences. Created by global executive chef Steve Mangleshot, the new summer salads include the sweet chilli salad with a choice of caramelised chicken or tofu, while the pad Thai salad is inspired by the brand’s fan-favourite teppanyaki dishes. On the dessert side, the menu introduces an indulgent yet balanced miso caramel banana bread, served warm with a scoop of vanilla ice cream and a drizzle of toffee sauce. New non-alcoholic drinks, including the spicy and savoury Saffron Picante, Strawberry Spritz and an energising Kickstart Juice, round off the summer dining experience.

“This brand is known for innovative, exciting food, and we never fail to deliver on that,” Colquhoun chimes. “In the main menu launch, we brought in our build-your-own donburi following a trial – it’s been fantastic! It’s another truth of our brand that people like to customise, so we offer that flexibility and accommodate people’s different requirements, but this is probably the first time we’ve had it so front and centre on the menu.”

In response to rising demand for dishes that can be tailored to specific tastes, Wagamama’s new build-your-own donburi allows guests to create their own bowl from a protein selection (with the option to double-up for larger appetites), accompanied by a range of fresh veg and toppings of their choice. The format also includes cauliflower ‘rice’ as a base alternative, a direct response to guest insight that enhances the brand’s inclusive approach to dining. Here, Wagamama is tapping into a trend that clearly isn’t going anywhere soon, with research from CGA and tech company Zonal revealing that the majority (80%) of consumers are interested in some form of personalisation when visiting hospitality venues, from discounts and deals (45%) to loyalty schemes (29%) to updates and VIP perks (17%). When it comes to food, a fifth of consumers (20%) now expect to receive tailored recommendations or be presented with personalised menus that incorporate their favourite dishes and drinks (19%), with a further 44% and 43% respectively regarding these as nice to have. And with companies that excel at personalisation generating 40% more revenue from those activities than other players, the provision of such options is undoubtedly a boon for customers and businesses alike.

“I love the fact that we innovate according to what the customer wants and needs, and that we adapt with the seasons,” says Colquhoun. “It’s definitely something we’ll continue to be famous for as we move forward.”

Wagamama when

The first phase of Food is Life is an expression entitled ‘Wagamama When’, which aims to capture the unscripted nature of life and the many moments in which Wagamama would – and could – be present.

As Colquhoun explains: “It’s about reminding people of all the amazing moments that are true to life in which Wagamama plays a role.”

The campaign’s accompanying creative emphasises a concept that appeals across the generations. Rather than targeting a particular demographic, Wagamama strives to cement itself as a safe and welcoming space for all, with the audio-visual showing consumers old and young not only engaging with but pining for Wagamama and the nourishment it provides, in both a social and physical sense.

“You see families, which are a big part of this brand,” states Colquhoun. “You also see Gen Z, another big part of this brand, then you see groups in shopping centres. It’s a truth of how customers interact and how Wagamama plays a part in customers’ lives. Historically, our marketing has focused on a very defined audience, but actually we are a broad church. The most magical thing when you go into our restaurants is seeing three generations on a bench – the daughter, the mother, the grandmother. We see it so much, so it’s really important that our marketing showcases that, and also reminds people of the amazing occasions for which you would go to Wagamama.”

In terms of customer perception, the brand is seen as both an indulgent treat and a harbinger of health – a clever positioning the group ultimately hopes to maintain. Where casual dining is concerned, there aren’t many other names that are so widely known as the ideal place for a birthday gathering, the ideal first date location and a reliable spot to pick up a quick, nutritious lunch in equal measure. This is a message amplified by Wagamama When and the wider Food is Life campaign.

“All the stories shown in Wagamama When are genuine, true and authentic,” Colquhoun concludes. “They show that crossover of the role we play in people’s lives and why they come to our restaurants. It’s been fantastic to be able to deliver this in my first few months. That consistency of knowing what we stand for going forward is, I think, going to be super powerful.”

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