Like most restaurants, Wagamama’s website reads like a digital of the menu, with images and descriptions of their dishes.

But food is only one reason people choose a restaurant. Socialising was the main driver choice in the category. Whilst Wagamama's website did a good job introducing people to its menu, it didn’t really do a good job in presenting its experience and the philosophy behind the food.

Our user testing confirmed this: Consumers described the actual restaurant as a lively, vibrant place where they could enjoy “healthy-ish” colorful food seamlessly and quickly, but they described the website as “dark”, “bland”, and “difficult to navigate”. There was a dissonance we needed to address.

The mission: to inject life into Wagamama’s website, bringing the whole dining experience to life rather than just one aspect of it.

Relaunching wagamama.com, we transformed the design, content and navigation to create a website that did justice to the uniqueness of the in-restaurant experience.

The new wagamama.com design helped new customers choose Wagamama by:

• Transforming the home and entry pages into a warm welcome that brings the Wagamama way to life
• Simplifying journeys and steps to make it simple for people to discover the experience on the go, helping new to Wagamama customers find the experience they love, faster
• Making navigating the menu by lifestyle and allergy intuitive
• Demystifying Asian food - with nurturing introductions to the food and helping new visitors with those ‘how do you pronounce that?’ moments
• Using immersive visuals of the unique restaurant spaces to enjoy the food to entice customers 

The website has experienced transformative results, driving more revenue for the business and introducing new customers to the Wagamama way and dishes.

In the 3 months since launch, like for like the website achieved:

• A 33% increase in ecommerce revenue, 29% increase in transactions, 2% increase in avg. order value compared with the previous 3 months
• A 58.9% increase in page views for the menu pages and 16% increase in menu download