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Restaurant Group
How is The Restaurant Group winning modern diners?
The Restaurant Group pivoted from high‑street chains to brand-led, data-driven concepts after the 2024 Wagamama Soul Club rollout and the 2023 Apollo acquisition; focus now centers on Wagamama and Brunning & Price to capture experience‑seeking patrons.
The company targets urban professionals, families and health-conscious millennials in UK city centres and suburbs, prioritising ages 25–44, disposable income, and dine‑out frequency; geographic focus is England's major metropolitan areas.
See strategic insights: Restaurant Group Porter's Five Forces Analysis
Who Are Restaurant Group’s Main Customers?
The Restaurant Group’s primary customer segments align with three pillars: Wagamama, Brunning and Price, and TRG Concessions, each serving distinct demographic and spending profiles that drive revenue and concept strategy.
Wagamama: Younger urban diners
Targets Gen Z and Millennials aged 18–38, urban, well-educated, preferring nutritious, ethically sourced pan-Asian food; median annual income in early 2025 is £35,000–£55,000.
Brunning and Price: Affluent older patrons
Serves customers typically aged 45+, homeowners in suburban/rural areas with higher disposable income seeking premium gastro-pub experiences and stable spend per visit.
TRG Concessions: High-traffic travellers
Operates in airports, rail stations and stadia targeting domestic and international travelers aged 25–55, prioritizing speed, convenience and recognizable menu offerings.
Strategic shift after 2023
Post-2023 disposal of leisure sites to Big Table Group, focus moved from middle-income family leisure to higher-spending, inflation-resilient consumer groups to protect margins and valuation (Wagamama > 65% of group valuation).
Customer-focused segmentation informs menu, pricing and location strategy and relies on continuous data analysis of spending, visit frequency and demographic shifts.
Key data points and implications
Use these segment facts to refine marketing, product mix and site selection for each pillar.
- Wagamama: Gen Z/Millennials, urban, median income £35k–£55k, values speed and communal dining.
- Brunning & Price: Age 45+, homeowners, higher disposable income, seeks premium experiences.
- Concessions: Travellers 25–55, high footfall locations; transactions prioritize speed and brand recognition.
- 2023 strategic disposal: shift to higher-spending, resilient cohorts; Wagamama represents over 65% of group valuation.
Related reading: Brief History of Restaurant Group
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What Do Restaurant Group’s Customers Want?
Customer needs blend digital convenience with physical authenticity: Wagamama diners prioritize health, variety and speed, while pub guests seek provenance, atmosphere and community; TRG’s digital and loyalty shifts have driven higher frequency and tailored experiences.
Digital convenience
Over 35% of urban orders are now influenced by the mobile interface, supporting faster ordering and repeat visits.
Plant-forward menus
Wagamama reached a 50% plant-based menu by 2025, aligning with the UK flexitarian trend and expanding the restaurant customer profile.
Speed and variety
Primary drivers for casual-dining patrons are quick service and menu variety, influencing menu engineering and peak-hour staffing.
Provenance and atmosphere
Pub customers prioritize local ales, high-quality ingredients and dog-friendly spaces, treating pubs as a 'third space' between home and work.
Design and community
Wagamama’s long-bench seating and open kitchens deliver community and transparency, addressing psychographic drivers of nourishment and social connection.
Targeted loyalty
Soul Club data enabled a shift from generic discounts to personalized rewards, increasing visit frequency among core segments during FY 2024–2025.
Implications for segmentation
Customer demographics restaurant group analysis shows two clear target market restaurant company segments: health- and speed-focused urban diners, and provenance- and atmosphere-seeking pub patrons; use this to refine restaurant customer segmentation and menu strategies.
- Leverage mobile and app data to map dining patterns and optimize kitchen throughput
- Use loyalty-program analytics to create personalized offers and reduce churn
- Prioritize plant-forward menu development to capture flexitarian demand
- Focus pub rollouts in destination and travel-hub locations to offset high‑street decline
Target Market of Restaurant Group
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Where does Restaurant Group operate?
The Restaurant Group’s geographical market presence is concentrated in the UK with over 400 sites, led by London and the South East which account for nearly 40% of the estate and a disproportionate share of revenue due to higher average transaction values; airport concessions and international franchising further extend its reach.
UK Core Footprint
More than 400 UK sites are concentrated in high-footfall urban centres, with London and the South East driving volume and spend.
Airport Concessions
Sites at Heathrow, Gatwick and Manchester capture international travellers; Concessions benefited from 2024-2025 international travel reaching around 105% of pre-pandemic volumes in key hubs.
International Franchising
Wagamama spans over 15 international territories via franchising, including the US, Middle East and Europe, supporting brand-scale and cross-border customer data.
Localized Brands
Brunning and Price remains UK-only, focused on affluent rural and suburban catchments; leisure-park withdrawals reallocate resources to denser urban locations with higher footfall.
Revenue Concentration
London/South East deliver a disproportionate portion of revenue versus unit share due to elevated average transaction values and tourist spend.
Concessions Growth
Airport locations leveraged the 2024-2025 travel rebound, improving per-site sales and customer mix with international diners.
Franchise Localisation
International franchises adapt menus for local diets—e.g., Middle Eastern outlets align with regional dietary laws while preserving brand identity.
Strategic Portfolio Shift
Exit from underperforming leisure parks redirects investment to high-density urban centres where brand recognition, footfall and ROI are stronger.
Customer Segmentation Impact
Geographical mix influences customer demographics restaurant group analyses and target market restaurant company strategies across urban, suburban and international segments.
Further Reading
See the Competitors Landscape of Restaurant Group for market positioning and competitive context affecting dining market analysis.
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How Does Restaurant Group Win & Keep Customers?
TRG’s acquisition and retention mix shifted to a digital-first model with social media-led campaigns and the 2024 Wagamama Soul Club app, driving engagement over discounts and increasing repeat visits.
Digital-first acquisition
TRG uses TikTok and Instagram to target younger cohorts and shape its restaurant customer segmentation for cultural relevance.
Engagement-led retention
The Wagamama Soul Club app moved retention from discounts to experiences, tracking CLV and dietary preferences via CRM.
Data-driven loyalty
By mid-2025 the app exceeded 2 million active users, supporting a 14 percent rise in repeat visit rates.
Local relationship tactics
Pub retention relies on events and high-quality service, now supplemented by centralized analytics to reward regular patrons.
Acquisition in 2025 combined seasonal menus and wellness influencer collaborations aligned to sustainability, reducing churn and expanding the target market restaurant company’s loyal base.
Geo-fencing for Concessions
Geo-fencing near major airports sends time-sensitive offers to travelers, increasing concession footfall and conversion rates.
CRM segmentation
Customers are segmented by visit frequency and dietary profile to optimize menu recommendations and personalised campaigns.
Influencer partnerships
Wellness influencers boosted acquisition in 2025, helping lower churn by 6 percent year-on-year.
Metrics and KPIs
Key metrics include CLV, repeat visit rate, churn, and segment-level spend — informing menu optimization and dining market analysis.
Sustainability alignment
Campaigns emphasize sustainability to attract ethically minded diners, improving brand affinity within core demographic segments.
Community building
Events, exclusive app access and early dish trials shift focus from transactional offers to a community-driven retention model.
Operational tactics
Combined digital and local tactics refine the restaurant customer profile and support scalable growth across formats.
- App-driven loyalty with segmented CRM
- Social media for younger demographics
- Airport geo-fencing for concessions
- Event-based pub retention
Further reading on strategic positioning and audience analysis is available in Growth Strategy of Restaurant Group.
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