Wagamama hires ex-Krispy Creme chief to drive growth

Wagamama is aiming to drive its brand to the next level in the UK and beyond with the appointment of a new chief marketing and commercial officer to support future growth.

Emma Culquhoun will join in April to oversee Wagamama’s proposition, marketing, commercial and growth strategy, including the brand’s recently launched loyalty scheme, Soul Club, seen as core tenet of increasing guest frequency and growing penetration that is already showing potential.

The Restaurant Group-owned chain says Culquhoun brings significant expertise in customer strategy, digital and business transformation, building consumer-centric cultures that drive sustainable brand and business growth.

She most recently at Krispy Kreme, where she had a 7-year stint, initially as chief marketing and digital officer before becoming chief customer officer in 2023. She left the doughnut giant in December 2024.

Prior to that Culquhoun led the Insomnia Cookies start up in the UK for 18 months and spent nearly a decade at Ferrero in senior marketing roles. She has also had spells at United Biscuits, Britvic and Kimberly-Clark.

Culquhoun 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.

“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 added: “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. The brand also recently announced the buy-back of its US joint-venture in 2024 as well as its entry into Indian market in the first half of this year.