Itsu appoints TMW Unlimited as first ever CRM shop

Itsu, the Japanese restaurant and takeaway chain which specialises in sushi, salads and noodles, has appointed TMW Unlimited as its first ever external CRM creative agency following a competitive process.

The company recently reported record monthly revenues, 73% growth in year-on-year restaurant sales and a record number of restaurant openings.

TMW Unlimited will begin work immediately on evaluating Itsu’s existing loyalty programme and defining a new customer engagement strategy. The process of implementing the changes will follow early in 2024.

Unlimited’s Human Understanding Lab will be central to informing the new strategy. The agency will utilise the expertise in data, neuro- and behavioural science to grasp the underlying motivations of Itsu’s customers, as well as define the optimal ways to connect with them to inspire emotion – and action.

This is the latest appointment in an top year for TMW Unlimited, which scooped business from Oak Furnitureland, Rail Delivery Group, Pride in London and NS&I.

Itsu chief customer officer Neil Miller said: “We were blown away by TMW Unlimited’s response in the appointment process. The quality of their thinking, creative ideas and credentials were plain to see.

“We’re excited to start working with them on a range of strategic initiatives with a focus on driving growth of our app and increasing customer frequency.”

TMW Unlimited CEO Chris Mellish added: “Itsu is a fantastic brand, and we’re honoured that they’ve chosen us to be their first partner in this space. Mastering CRM is critical to the long-term health of any business, and is an essential part of an overarching integrated strategy.

“In such a competitive business environment, it’s vital that brands are able to get to grips with the human factors that motivate consumers, and identify the best ways to make a lasting connection.”