Emma Culquhoun will join the company in April to drive the iconic wagamama brand to its next level of growth in the UK and beyond.
Her role will involve overseeing wagamama’s proposition, marketing, commercial and growth strategy, including the brand’s recently launched loyalty scheme, soul club, a core tenet of increasing guest frequency and growing penetration that is already showing exciting potential.
Emma brings significant expertise in customer strategy, digital and business transformation, excelling in building consumer-centric cultures that drive sustainable brand and business growth.
Formerly Emma was at Krispy Kreme and Ferrero where she combined strategic vision with operational execution to successfully increase business revenue.
Emma said: “I join wagamama with a growth mindset and a can-do attitude. I’m truly passionate about people and customers, with a proven track record of driving business growth and developing the next generation of leaders.”
Emma added: “There’s much more to come later this year on how we will be disrupting the market in the iconic wagamama way, ensuring we stay top of mind for more people, more often.”
wagamama CEO Thomas Heier said: “Emma’s appointment comes at an exciting time for wagamama, as we continue to build on the strong momentum of our brand both in the UK and internationally. Her expertise in customer engagement and business transformation will be invaluable as we focus on our next chapter of growth.”
wagamama is set to open its 166th UK restaurant at the new Cotswolds Designer Outlet this spring. This expansion comes as demand continues to grow for its nourishing bowls. The TRG-owned brand also recently announced its buy-back of their US joint-venture in 2024 as well as its entry into Indian market in the first half of this year.