wagamama's venture into web-based ordering pays off, thanks to Adactus' technical know-how, adaptability and innovation
B2C eCommerce System
wagamama is a chain of award-winning pan-asian inspired noodle restaurants. Winners of 'best company' at the retailers' retailer awards 2008 and 'most popular London restaurant' 2006 through to 2010, wagamama have 66 restaurants in the UK and an additional 38 internationally.
In 2008, wagamama decided they needed a web-based ordering and collection system to help them consolidate and grow their UK business. Not only did Adactus have a track record in enterprise eCommerce in partnership with Micros Fidelio, they could offer wagamama a solution quickly and cost-effectively using the myCentral platform co-developed with Micros Fidelio that could be integrated directly into their Micros Point of Sale systems.
Super Quick Online Ordering
At the heart of the wagamama solution is an easy to use ordering web site in the unique style of wagamama's branding. Customers can order take-out from the full menu, and regular customers can take advantage of 'quick ordering' by number from the menu. Check out is a quick and painless process with payment being taken by credit card with a pre-arranged pickup time from the restaurant.
A Fully, Integrated Solution
At the core of Adactus' solution is the scaleable Micros myCentral eCommerce framework capable of managing the wagamama proposition. This is a generic, standard eCommerce platform linked to the POS system in each restaurant, and offers customers a means of placing orders online for collection at the nearest wagamama restaurant.
But this is only half the story. The technology is also being fully exploited by wagamama to make their total service more flexible and efficient. For example, restaurants can tailor their own menus, set opening and closing times, manage deals and vouchers, and track conversion of the web site.
Versatile, Custom User Interface
wagamama have a very distinct and well defined brand image, and the web site needed to reflect that. Adactus worked closely with their chosen design agency to introduce cutting edge user interface features whilst retaining the strong brand identity.
Following the success of their web site and the resulting surge in volume, wagamama had the wisdom and foresight to commission an extension of the web ordering system to work on the latest smartphones. Now customers can place take-out orders from wherever they happen to be, with GPS technology being used to pinpoint their nearest wagamama restaurant, and even give them directions to find the restaurant should they need it!
For customers with an iPhone, a fully fledged app is available on the Apple app store. This technology was enabled by the custom interfaces created by Adactus which enables restaurant, menu and pricing data to be delivered to a mobile device in real-time, and an order to be created and placed with the local restaurants POS system.
The Success of Adactus' System Design
wagamama were able to benefit from Adactus' proven platform to build an online ordering system in a very short space of time. With expertise in connecting to retail POS systems, and previous eCommerce experience in the restaurant sector, Adactus delivered a robust and scaleable solution to wagamama's exacting brand guidelines.
There are now 65 restaurants online, with three distinct ordering methods; web, mobile and iPhone.
A Continuing Partnership
With the relationship now in its second year, Adactus continues to provide a range of services to wagamama, including frequent web site updates, new features and extended mobile solutions.