Wagamama launches Soul Club loyalty programme

Called Soul Club, the loyalty app will allow users to collect stamps every time they visit Wagamama and spend a minimum of £12.

The stamps will be collected in a digital book and are inspired by the Japanese tradition of hanko stamps.

As more stamps are collected, members will ‘level up’ and earn access to more rewards including free dishes, exclusive brand experiences, and the opportunity to win premium monthly merch drops.

“Launching Soul Club is an opportunity to thank our guests through Wagamama’s ultimate love language, food,” says Kay Bartlett, chief marketing officer at Wagamama.

“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.”

As well as rewards, Soul Club will provide members with a constantly evolving stream of recipe and foodie videos featuring a line-up of senior Wagamama chefs and brand ambassadors including influencer and podcaster GK Barry; vegan blogger Alfie Steiner; and food entrepreneur Rahel Stephanie.

“We have creatively challenged ourselves to launch a world, which invites Wagamama into the pockets of members in the most valuable way possible,” continues Bartlett.

“Working with exceptional talent and creators to showcase delicious recipes so that even if you can’t visit Wagamama as often as you like, you can still enjoy food that hits your soul with a bang at home.”

The launch of Soul Club sees Wagamama join a growing lists of brands in the casual dining space to offer loyalty platforms for regular diners. Others include Pizza Express, Nando’s, and Barburrito.