Eatphoria has announced the next phase of evolution for its flagship brand, Wraps & Wings.
The multi-brand quick-service restaurant group, which operates more than 50 UK locations, is looking to strengthen Wraps & Wings’ position as a leading premium, chicken-focused QSR brand.
For more than a decade, Wraps & Wings has operated as a fast-casual brand for consumers seeking bold and innovative flavours.
Last year, the brand continued to grow its customer base across wraps, wings, burgers and grilled chicken, with like-for-like sales growth of more than 16% compared with the previous year.
As Eatphoria looks to support the next phase of growth, the group has completed a comprehensive review of the brand’s positioning and menu.
The work has been developed with food strategy consultancy Egg Soldiers and has led to an overhaul of Wraps & Wings’ proposition and food identity.
Developed through a data-led review of the menu, customer occasions and wider QSR trends, the evolved food identity aims to build on the brand’s strengths while sharpening its relevance for today’s consumers.
The new proposition is centred on unique and scalable dishes with theatre, under the new platform “stacked with flavour”.
With fried buttermilk chicken at the core of the offer, Wraps & Wings will place greater emphasis on customisation, layered flavours and textures.
The American-influenced and globally inspired menu will centre on new hero products including Stacked Wraps, Stacked Wings and The Stack Box.
The Stack Box is a customisable format combining wraps, wings and sides in a convenient bundle.
The brand will also champion sauces, shakers and “frosting”, enabling guests to personalise dishes through flavour and texture.
Sauces include signature W&W Sauce, Miso Parm Mayo, Sticky Korean, Maple BBQ and Cherry Cola Glaze.
Alongside sides and burgers, Wraps & Wings will introduce a new range of Gen Z-inspired beverages.
These include Stacked Sodas, combining sodas with flavoured syrups and a vanilla cream cloud topper, as well as Baskin Robbins blended Crazy Shakes.
Eatphoria has also evolved the brand’s look and feel, bringing it up to date with a more engaging and relevant aesthetic.
Further updates to the Wraps & Wings offer, including store design and customer experience, are expected to be completed this year.
The group said this forms part of a period of strategic progress designed to create a platform for accelerated growth.
The evolution is a key milestone in Eatphoria’s wider strategy to expand its UK footprint.
Over the next two years, the group plans to open at least 20 hybrid Wraps & Wings restaurant locations.
The first site is expected to open in Q3 and will present the brand’s evolved branding and store design to consumers and partners for the first time.
Eatphoria said the opening will act as a springboard for rapid expansion.
Mohammad Shaikh, CEO of Eatphoria, said: “Wraps & Wings has been at the heart of our business for more than a decade and remains our flagship brand.
“As we enter the next phase of growth, we felt now was the right time to take a step back and review Wraps & Wings positioning in the market, before evolving the offer and identity to the benefit of our franchisees.
“This evolution is not about reinventing Wraps & Wings as a concept but is about building on what customers already love, sharpening the role of our hero products, and creating a clearer, more ownable food identity.
“This will enable our franchised partners to unlock opportunities to drive growth, while scaling the brand into a national favourite over the coming months and years.
“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.”