Case Study: wagamama strengthens employer brand alignment with UnitedUs

Wagamama aligns employer brand with corporate values for 8,000+ colleagues with UnitedUs

wagamama, the UK's leading Asian-inspired restaurant chain, faced the challenge of an outdated and indistinct employer value proposition (EVP) that no longer differentiated them in the competitive hospitality market. To address this, they partnered with the brand agency UnitedUs to develop a refreshed and authentic employer brand that could resonate with their 8,000+ colleagues.

UnitedUs implemented a solution that included deep employee listening through 'wokshops' and a comprehensive market review to co-create a new EVP. This strategic alignment between the corporate and employer brands enabled more joined-up decision-making and cohesive activations across the business. The new EVP was successfully launched nationwide, and the work won a gold award for best alignment of EVP with corporate brand values, significantly strengthening wagamama's brand from the inside out.

Wagamama