wagamama serves Asian cuisine inspired by the flavors of Japan, creating a space for positive eating and positive living. Operating under Rmal Hospitality in the UAE, the brand combines innovative dining with experiential and mindful food experiences.
wagamama engaged us to deliver performance PR for F&B brands, managing the brand end-to-end in the UAE. This included thought leadership for CEO Elias Madbak, strategic activations and events, media relations, press release distribution, and securing listing inclusion in top F&B publications. The goal was to maintain top-of-mind visibility, attract the right clientele, and drive measurable engagement and footfall.
The Approach:
Our strategy applied performance PR principles, ensuring every campaign and activation delivered measurable results:
1) Mindful Eating Workshops (Ramadan): Experiential workshops guided by an expert allowed guests and influencers to reconnect with the spiritual essence of Ramadan. Participants were guided through mindful eating practices and then broke their fast together. These workshops increased audience engagement and brand credibility while driving direct footfall to Wagamama locations.
2) Wasteless with Wagamama Campaign: We launched branded Tupperware to incentivize takeaway dining. Customers who purchased Tupperware entered a draw to win AED 1,000 worth of meals, with repeat visits increasing their chances. This campaign directly drove footfall, increased takeaway sales, and strengthened loyalty, demonstrating a clear performance outcome.
3) Editorial & Media Coverage: Through targeted outreach, we secured features in Gulf News, Time Out, What’s On, and other leading publications. These placements enhanced brand visibility and positioned Wagamama as a thought leader in mindful and sustainable dining, reinforcing campaign results.
The Results:
1) Measurable increase in footfall and takeaway sales during campaigns
2) Strengthened brand credibility via thought leadership and media coverage
3) High engagement with customers and influencers at experiential events
4) Demonstrated how performance PR for F&B brands links activities directly to tangible business outcomes
If you manage a food and beverage brand and want performance PR that drives measurable footfall, sales, and engagement, book a call to discover how our results-driven strategies can help your brand succeed.
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