20 years of partnership with HGEM

Wagamama's Story

wagamama was inspired by fast-paced, Japanese ramen bars. The first restaurant opened in London's Bloomsbury in 1992, as wagamama set out to create a unique way of eating, bringing the fresh, nourishing flavours of Asia to all. Now with around 200 restaurants both in the UK and major cities worldwide, wagamama continues to be driven by kaizen - a Japanese philosophy based on continuous improvement that we share here at HGEM.

Our Journey with wagamama

We have been proud to be part of the wagamama journey since 2004, refining how we work together and building a stronger partnership, day-by-day. Working closely together with the iconic restaurant has influenced the development of our Guest Experience Management platform – The Hub - just as the experiential data that we have provided to wagamama over the years has guided and shaped wagamama into the brand it is today.

We continue to maintain a close relationship with wagamama’s insight team to maintain the spirit of kaizen – always looking for what more we can do to enhance knowledge and understanding of the guest experience.


Wagamama goals

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Over the many years of working together, HGEM solutions have formed an integral part of how wagamama manages and improves customer experience.

We record around 25,000 guest experience interactions per month, through audits and feedback.

Wagamama teams have excellent awareness of the tools they have at their disposal and are very active users of the The Hub, with around 100,000 page views recorded per month.

Being hyper-focused on guest experience has been fruitful for wagamama, as the brand demonstrated a strong track record of like-for-like revenue growth with 228 consecutive weeks trading ahead of the market, pre-pandemic. Over this period, the annual like-for-like growth was 9.6% on average, which equates to 8.5% points ahead of the market, according to the Coffer-Peach tracker.

A recent example of a project we supported wagamama with was a major review of how they recruit, train and communicate with team members. We also improved the way we communicated key customer metrics to teams and managers, alongside running a series of workshops to help them understand what they can do to enhance the guest experience. By the end of the project, NPS had increased by 12 points and a similar rise was seen in Google review ratings.

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  • Hannah Holmes Logo

    We have a strong, collaborative relationship with HGEM, whom have been an integral partner to wagamama for almost 20 years. Their tools and support have become a core part of our business, enabling us to drive the best insights from both our guest surveys and mystery audits programmes, ensuring we can deliver the best guest experience possible.

    Hannah Holmes | Director of Insight and Strategy

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