Eatphoria revamps Wraps & Wings as it targets further UK growth
The company plans to open 20 hybrid Wraps & Wings sites in two years.
Eatphoria is revamping its Wraps & Wings brand as it seeks to grow the chicken-focused quick-service restaurant (QSR) chain and expand its presence in the UK.
“With a stronger focus on flavour, customisation and operational simplicity, we believe Wraps & Wings is well positioned to continue growing as a premium chicken-focused restaurant brand and a core part of Eatphoria’s multi-brand proposition,” said Mohammad Shaikh, CEO of Eatphoria.
Wraps & Wings has operated for more than 10 years as a fast-casual concept built around wraps, wings, burgers and grilled chicken.
Eatphoria said the brand recorded like-for-like sales growth of more than 16% last year as it expanded its customer base.
The company has since worked with food strategy consultancy Egg Soldiers on a review of the brand’s menu and positioning, leading to a refreshed food identity built around the theme “stacked with flavour”.
The updated menu will focus on fried buttermilk chicken, with greater emphasis on customisable meals, layered flavours and different textures.
New products include Stacked Wraps, Stacked Wings and The Stack Box, a meal format combining wraps, wings, and sides.
The menu will also feature a wider range of sauces and toppings, allowing customers to adjust flavour profiles.
New options include W&W Sauce, Miso Parm Mayo, Sticky Korean, Maple BBQ, and Cherry Cola Glaze.
Alongside its core food range, the brand plans to introduce new drinks aimed at younger consumers, including Stacked Sodas made with flavoured syrups and vanilla cream toppings, as well as blended Crazy Shakes created with Baskin-Robbins.
Eatphoria is also updating Wraps & Wings’ branding and store design as part of the relaunch.
Changes to restaurant layouts and the customer experience are expected to be completed this year.
The overhaul forms part of Eatphoria’s broader plan to expand its UK presence.
The company intends to open at least 20 hybrid Wraps & Wings restaurants over the next two years, with the first new-format site scheduled to open in the third quarter.
The location will showcase the updated branding and operating model to customers and potential partners.
