Fast food chain plans centralised production kitchen

Wrap It Up store

A budding fast food chain that specialises in gourmet wraps made from natural ingredients has drawn up plans to open a centralised production kitchen in East London.

Wrap It Up!, which intends to more than double the 12 outlets that it currently operates in the capital over the next three years, is aiming to move into the new kitchen facility before the end of May.

The site that it has selected in Stratford has now been leased and the kitchen is being designed to support up to 100 sites. The investment will also create around 500 jobs.

Tayub Mushtaq, managing director of Wrap it Up!, says the need for a central kitchen operation is proof that demand for natural fast food has well and truly taken hold in the UK.

“Our customers want quality food, good variety and regular changes to the menu, which processed fast food restaurants have historically found difficult to maintain,” he said.

“We’ve noticed a specific increase in demand for speciality food products and global flavours.  Now, due to our flexibility, our menus are driven in part by customer suggestions and emerging tastes.  People want to know what they are eating, and respond to transparency about the nutritional value of their food and the sources of the ingredients”.

Wrap it Up!, which once appeared on Dragon’s Den but was declined funding, claims to have grown sales by 48% last year and generated profits of almost £250,000 in the process.

It plans to open five new company outlets and 12 franchise outlets elsewhere in the UK by 2018.

The company opened its first store in 2006 opposite Liverpool Street station and says it has stayed true to its original philosophy of sourcing only fresh natural ingredients to bring customers authentic world food at an affordable price.

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