Wraps & Wings Franchise

About Wraps & Wings Franchise

Wraps & Wings has evolved from a single casual dining concept into one of the UK’s more distinctive multi-brand franchise platforms. Since launching in 2014, the brand has expanded to more than 50 locations, supported by over 1,200 online listings and serving in excess of one million customers annually.

Operating across dine-in, takeaway and delivery channels, the business has developed a model designed around changing consumer behaviour, particularly the continued growth of delivery-first ordering and multi-platform food discovery.

At the centre of its expansion strategy is Eatphoria, the operating group behind Wraps & Wings, which has structured the brand into a multi-concept system rather than a single product franchise.

A multi-brand operating system

Rather than relying on a single menu or identity, Wraps & Wings franchises operate across a portfolio of six brands from one kitchen environment. Alongside the core Wraps & Wings offer, franchise partners also run Mad About Doner, Dim Dum, Holy Bagel, Eggquisite and Baskin Robbins.

These brands are designed to operate simultaneously within the same physical footprint, allowing a single site to serve different customer needs throughout the day from breakfast and daytime trade through to evening and late-night delivery demand.

The model reflects a broader shift in the food industry toward multi-brand kitchen utilisation, where efficiency is driven by increasing output from existing space rather than expanding physical estate.

Operational structure and technology

The Wraps & Wings system is built around centralised operational tools designed to support multi-brand trading. Franchisees operate through a unified platform that provides live sales data, menu performance tracking, and promotional management across all brands.

Supply chain procurement is also managed centrally, with the aim of maintaining consistency while benefiting from national purchasing scale. Menu development is led in-house, with seasonal and promotional items introduced across the brand portfolio on a structured basis.

Together, these systems are intended to reduce operational complexity while supporting higher throughput across delivery and in-store channels.

Franchise formats

Wraps & Wings operates through three main franchise structures:

• The dine-in model combines restaurant seating with takeaway and delivery service, designed for high-visibility locations and mixed revenue streams.
• The takeaway model is a smaller footprint format, optimised primarily for delivery platforms and reduced operational overheads.
• A brand licensing model is also available for existing food businesses such as cafés, restaurants, and institutional kitchens. This allows operators to integrate Eatphoria brands into their current setup without requiring a full redevelopment of their site.

Did you know?

Wraps & Wings Franchise has an expected revenue of Takeaway £800k; Dine-in restaurant £1.3m after 2 years!

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Wraps & Wings 2.0 and store evolution

The brand is currently transitioning into a refreshed store concept, referred to internally as Wraps & Wings 2.0. The updated format introduces self-service ordering kiosks, a redesigned kitchen and customer flow layout and a more contemporary interior design direction.

The intention behind the redesign is to improve order efficiency during peak periods and streamline the overall customer journey. A clearer separation between ordering, preparation and collection areas forms part of the operational redesign.

The updated store format is scheduled for rollout from August 2026, supporting a wider expansion plan across the UK.

Market position and growth outlook

The growth of Wraps & Wings reflects broader trends in the UK food sector, particularly the rise of delivery-first consumption and the increasing importance of multi-brand operations in shared kitchen environments.

By operating multiple brands from a single site, the model aims to maximise revenue density while maintaining relatively controlled fixed costs. This approach has become increasingly relevant in urban markets where rent and labour pressures continue to challenge traditional single-brand restaurant models.

As part of its expansion strategy, Wraps & Wings is targeting further openings across major UK cities, with a focus on scalable site formats and multi-unit franchise partners.

Franchisee profile

The franchise is structured to appeal to both experienced food operators and established business owners from other sectors. While prior experience in food and beverage is considered beneficial, it is not essential.

More emphasis is placed on commercial awareness, operational discipline and a willingness to engage with a multi-unit growth model. The structure is also designed with existing franchisees in mind who are looking to diversify their portfolios within the food sector.

Overview

Wraps & Wings positions itself within a growing segment of the UK food industry focused on multi-brand kitchens and delivery-led revenue models. Its structure reflects a shift away from traditional single-brand restaurants toward more flexible, technology-supported operating systems designed for higher utilisation of space and staff.

The brand continues to expand across the UK, with further site development and franchise partnerships forming part of its long-term growth strategy.

Click the button below to request more information and explore how Wraps & Wings enables franchise partners to operate six brands from a single site, designed for scalable, multi-unit growth.