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The Client

wagamama is a restaurant chain with 155 locations across the UK, serving food inspired by fast-paced, Japanese ramen bars and a celebration of Asian food. ‘Kaizen’, meaning ‘good change’, is the philosophy that sits right at the brand’s heart.

The Brief

When it comes to dining experiences, social media has become the new word of mouth. With 90% of consumers reading online reviews before visiting a restaurant - and 88% of customers trusting reviews just as much as personal recommendations - monitoring the feedback and ratings your business is receiving online is only becoming more important.

But that’s much easier said than done, especially for brands who accumulate hundreds of reviews per month. For wagamama, this was a pretty challenging feat.

It’s true that responding to your reviews is useful for raising net promoter scores and rankings on platforms like TripAdvisor - but its biggest benefit is that it offers a channel through which to connect with your audience.

The Brief

When it comes to dining experiences, social media has become the new word of mouth. With 90% of consumers reading online reviews before visiting a restaurant - and 88% of customers trusting reviews just as much as personal recommendations - monitoring the feedback and ratings your business is receiving online is only becoming more important.

But that’s much easier said than done, especially for brands who accumulate hundreds of reviews per month. For wagamama, this was a pretty challenging feat.

It’s true that responding to your reviews is useful for raising net promoter scores and rankings on platforms like TripAdvisor - but its biggest benefit is that it offers a channel through which to connect with your audience.

The importance of brand love and fan loyalty can’t be underestimated.

When a guest takes the time to leave a review - particularly if it's negative - ensuring that it is met with a unique, human response or resolution is a great way to prove that you care about your customers. wagamama were aware of this - but with so many locations across the country, they were stuck for a way to engage with such a high volume of reviews without stretching the resources of their in-house customer care team or individual restaurant managers.

 

The Strategy

3sixfive had already been working closely with wagamama to handle their Community Management, so the natural solution was a full implementation of our Review Management service.

 
 
When we begin working with a client, we develop a comprehensive understanding of their unique identity.
In wagamama’s case, this included a dedicated fan following and unique tone of voice. We made sure to adopt this throughout our review responses.
We became an extension of wagamama’s internal customer care team.
We immediately began managing their Facebook and TripAdvisor reviews, offering bespoke yet on-brand responses to each and every one. We now do this daily, ensuring that all reviews are replied to within an agreed timeframe - even outside of regular office hours.
Maintaining brand love is our highest priority.
We amplify the positivity of satisfied visitors, whilst also dealing with negative feedback and offering quick resolutions to issues. Every wagamama reviewer is listened to and has their comments acknowledged.
We generate a detailed monthly report, containing the data collected from every review.
This provides an in-depth, month-on-month overview of each restaurant, giving a comparative outlook of top performing sites alongside the highest performing regions.
 
 

The Strategy

3sixfive had already been working closely with wagamama to handle their Community Management, so the natural solution was a full implementation of our Review Management service.

 
 
When we begin working with a client, we develop a comprehensive understanding of their unique identity.
In wagamama’s case, this included a dedicated fan following and unique tone of voice. We made sure to adopt this throughout our review responses.
We became an extension of wagamama’s internal customer care team.
We immediately began managing their Facebook and TripAdvisor reviews, offering bespoke yet on-brand responses to each and every one. We now do this daily, ensuring that all reviews are replied to within an agreed timeframe - even outside of regular office hours.
Maintaining brand love is our highest priority.
We amplify the positivity of satisfied visitors, whilst also dealing with negative feedback and offering quick resolutions to issues. Every wagamama reviewer is listened to and has their comments acknowledged.
We generate a detailed monthly report, containing the data collected from every review.
This provides an in-depth, month-on-month overview of each restaurant, giving a comparative outlook of top performing sites alongside the highest performing regions.
 

“they understand our brand + our guests so are able to flag anything in advance they see as a potential issue. when we have needed them to, they have provided us with hourly updates + reports on our social media activity which gives us better insight of the issue”


“3sixfive have been amazing helping us to protect our brand reputation + their ‘always on’ approach means we don’t need to worry outside office hours. their approach to crisis management is fantastic + they are happy to tailor to our needs + adjust with minimal notice”


“they understand our brand + our guests so are able to flag anything in advance they see as a potential issue. when we have needed them to, they have provided us with hourly updates + reports on our social media activity which gives us better insight of the issue”


“3sixfive have been amazing helping us to protect our brand reputation + their ‘always on’ approach means we don’t need to worry outside office hours. their approach to crisis management is fantastic + they are happy to tailor to our needs + adjust with minimal notice”


We record review sentiment too, so that where applicable, we can flag recurring feedback about particular regions or restaurants. This means that any aspects in need of improvement can be investigated by the brand’s in-house customer care team and that areas of high performance can be celebrated. In turn, this helps us track the progress of specific launches or campaigns across wagamama’s locations.

The Results

We’ve enabled wagamama to not only be there for their customers, but to also monitor overall guest sentiment. This means they can make the changes their fans want to see and therefore strengthen brand loyalty.

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Days a year of Review Management
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UK restaurants managed online
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Reviews responded to per month

Need some assistance in managing your own online reviews? We can build a bespoke package to suit the requirements of your brand or business. Get in touch to find out exactly how we can help.

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