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Restaurant Group
How did The Restaurant Group transform under new ownership?
In 2025 the company refocused on high-growth assets after divesting weaker leisure brands, centering on Wagamama, airport concessions and pub estates. The Soul Club loyalty launch amplified customer frequency through data-led personalization.
The sales and marketing strategy prioritizes premium positioning, channel diversification (owned digital, delivery partners, B2B airport sales) and CRM-driven promotions to boost repeat visits and spend.
Explore a detailed strategic tool: Restaurant Group Porter's Five Forces Analysis
How Does Restaurant Group Reach Its Customers?
The Restaurant Group's sales channels blend a dominant physical footprint with a mature digital ecosystem, driven by over 160 Wagamama sites and 80 premium pubs and concessions. In 2025, dine-in remains core while mobile and DTC channels increasingly capture customer spend, reshaping operational and marketing priorities.
Owned Physical Estate
Over 240 owned sites (Wagamama, pubs, concessions) generate the bulk of revenue, with dine-in as the primary driver of footfall and brand experience.
Direct-to-Consumer Digital
Proprietary web platforms and the Wagamama Soul Club app enable table ordering, click-and-collect and personalized promotions; mobile now accounts for about 35% of brand sales.
Third-Party Delivery
Partnerships with major aggregators (Deliveroo, UberEats) contribute nearly 25% of Wagamama revenue, critical in dense urban markets and for off-premise growth.
Concessions & Travel Hubs
Exclusive long-term agreements at Heathrow, Gatwick and Manchester deliver high-margin, captive-audience sales that smooth seasonality across the portfolio.
The omnichannel mix supports daily commuter touchpoints through to leisure occasions, ensuring presence across customer journeys and enabling integrated restaurant sales strategy and restaurant marketing strategy execution.
Channel Priorities & Metrics
Key performance levers and measured outcomes for TRG's sales channels in 2025.
- Mobile/DTC adoption: 35% of sales; improves table turnover and reduces labour friction.
- Third-party delivery: ~25% of Wagamama revenue; higher AOV in urban catchments.
- Physical dine-in: >50% of total sales across brands, driving customer acquisition and loyalty.
- Concessions: Stable, high-margin revenue with lower cyclicality due to travel footfall.
For a deeper look at group-wide growth and strategic context, see Growth Strategy of Restaurant Group
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What Marketing Tactics Does Restaurant Group Use?
TRG’s marketing tactics combine data-led digital channels with high-impact experiential storytelling, anchored in the Soul Club loyalty program to drive retention and culturally relevant brand moments across platforms.
Soul Club loyalty
Advanced CRM segments members by dining habits and preferences, enabling hyper-personalized rewards and communications.
Personalized campaigns
Email and push-notification flows deliver bespoke offers—free sides, early menu access—reducing reliance on blanket discounts.
Social video focus
TikTok and Instagram showcase open-kitchen theatre and fresh ingredients to engage Gen Z and Millennials with short-form content.
Experiential events
Noodle-making workshops and sustainability pop-ups create memorable brand interactions and drive local footfall.
Influencer ambassadors
Long-term partnerships co-create content around wellness and positive eating, deepening authenticity beyond paid posts.
Realtime listening
AI-driven sentiment analysis monitors reviews and social feeds for rapid response to feedback and emerging trends.
Key tactical emphasis and measurable outcomes are summarized below.
Performance and channels
TRG’s agile mix blends digital, selective traditional media, and onsite experiences to optimize ROI and growth.
- Customer retention up 15 percent year-on-year after shifting to value-added personalization.
- Soul Club drives segmented offers using CRM-derived cohorts for targeted acquisition and up‑sell.
- Social short-form video accounts for a growing share of traffic; targeted creatives aimed at Gen Z/Millennials.
- Localized outdoor and airport signage support concession and high-traffic site visibility near travel hubs.
- Experiential activations increase repeat visits and average check via themed menu tie-ins and workshops.
- AI sentiment tools enable same-day response to negative reviews, protecting NPS and local revenues.
Strategic notes on alignment with wider restaurant sales strategy and group goals, plus a recommended resource.
Sales-marketing alignment
Marketing tactics are designed to integrate with multi-unit restaurant marketing and the hospitality sales and marketing plan to support revenue targets and brand cohesion.
- Use CRM insights to inform menu promotions and in-restaurant upsell scripts for consistency across locations.
- Track campaign ROI by cohort to measure effectiveness of loyalty-driven acquisition and retention.
- Deploy cross-promotion strategies between concepts to maximize lifetime value across the portfolio.
- Reference the group’s cultural framework in planning: Mission, Vision & Core Values of Restaurant Group
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How Is Restaurant Group Positioned in the Market?
The Restaurant Group uses 'Categorical Leadership' to position each brand against a clear consumer need: leader in Positive Eating, Premium Local pubs, and Reliable Excellence in concessions, backed by consistent service, menu innovation and responsiveness to trends like plant-based demand.
Wagamama — Positive Eating
Wagamama targets health-conscious diners with fresh, nourishing bowls, communal ramen-inspired dining, minimalist design and open kitchens that convey transparency and speed.
Brunning & Price — Premium Local
Brunning & Price emphasizes gastro-pub quality, curated wine lists and distinctive architecture to deliver authentic, community-focused experiences versus standardized chains.
Concessions — Reliable Excellence
Concessions promise consistent quality and familiarity for travellers, using standardized operations to reduce friction and maintain service levels in high-stress environments.
Group-wide consistency
TRG enforces rigorous staff training and service protocols to ensure the customer promise of quality and efficiency across multi-unit sites, aiding restaurant chain growth strategy and sales alignment.
Key brand metrics and strategic levers in 2025 show Wagamama ranking top in UK brand health for Value for Money and Quality, supporting premium pricing; the group reports same-store sales recovery post-pandemic with digital channels driving over 30% of deliveries in some concepts.
Targeted propositions
Each brand addresses a discreet need—nutritional dining, premium local hospitality, or dependable travel dining—simplifying messaging and media spend for multi-unit restaurant marketing.
Menu innovation
Responding to plant-based demand and nutrition trends, TRG expanded plant-forward options across brands, increasing plant-based menu penetration by ~18% year-over-year in 2024–25.
Service protocols
Standardized training and KPI-driven service checks ensure consistent customer experience, improving Net Promoter Scores and reducing staff turnover in targeted sites.
Pricing strategy
Premium positioning for select brands supports higher average check values, while value-tiered offers maintain competitive positioning versus fast-food alternatives.
Digital and loyalty
Integrated CRM and loyalty programs enable targeted promotions and measurable ROI across the portfolio, supporting an integrated sales and marketing plan for a restaurant company.
Competitive insight
Regular category analysis and benchmarking, including research such as Competitors Landscape of Restaurant Group, inform positioning and tactical adjustments.
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What Are Restaurant Group’s Most Notable Campaigns?
Key Campaigns highlight how targeted creative and data-driven execution drove measurable growth across the group's portfolio, converting fragmented audiences into unified digital customers and repositioning the menu for sustainability-led demand.
Soul Club launch (2024-2025)
The Soul Club aimed to migrate a fragmented customer base into a single digital ecosystem using the 'Feeding Your Soul' creative with high-energy food and social visuals; channels included targeted social ads, in-restaurant QR codes and exclusive 'founder member' perks.
Performance outcomes
The program enrolled over 1.2 million members in six months and drove a 12 percent lift in average transaction value for loyalty members versus non-members, improving CRM-driven customer lifetime value and digital sales mix.
Vegamama sustainability drive
Vegamama committed to make 50 percent of the menu plant-based, pairing menu reformulation with influencer partnerships and seasonal 'Veganuary' offers to rebrand around environmental trends.
Impact and awards
The campaign delivered a 20 percent increase in plant-based dish sales, won industry innovation awards, and strengthened positioning as a leading 'planet-friendly' major restaurant group in the UK.
The campaigns illustrate a combined focus on digital marketing strategy, loyalty-driven restaurant sales strategy, and menu-positioning as central pillars of the restaurant group strategy.
Channel mix
Multi-channel execution included paid social, CRM email flows, in-restaurant QR conversion points and PR to maximize reach and acquisition efficiency.
Loyalty economics
Loyalty members showed higher AOV and repeat rates; early metrics recorded a measurable ARPU uplift supporting faster payback on marketing spend.
Sustainability ROI
Plant-led menu changes increased menu penetration of plant dishes by 20 percent, improving margin mix and enhancing brand ESG credentials.
Data & measurement
APIs and CRM segmentation enabled measurement of membership conversion, AOV delta, retention and campaign ROI to inform channel allocation.
Scalability
Campaign assets and loyalty technology were designed for roll-out across multi-unit restaurant marketing programs to support restaurant chain growth strategy.
Cross-functional alignment
Close sales and marketing alignment ensured promotions translated into in-restaurant execution, staff training and inventory planning to protect margins.
Key learnings
Effective campaigns combined storytelling with measurable KPIs to drive acquisition, AOV and sustainability-led sales growth across a restaurant group portfolio.
- Use loyalty programs to unify fragmented customer bases and increase AOV
- Pair menu strategy with sustainability positioning to capture plant-based demand
- Measure ROI through CRM, AOV delta and membership LTV
- Design campaign assets for multi-unit scalability and operational alignment
For deeper context on revenue mechanics and business model alignment with these campaigns see Revenue Streams & Business Model of Restaurant Group
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