Started in Bishop Gate in 2006, Wrap It Up was established with the notion of offering healthy snack options, as the UK market was dominated by pizzas and burgers. The CEO wanted to start a brand that offers healthy takeaway and requires less time and space to prepare.
Wrap It Up has been up and running out of the UK for the past 13 years. It is the primary and premium wrap brands of the UK for the past 13 years and has also been a close competitor of Subway in the context of healthy foods all across the UK. The brand has 30 outlets, all across the United Kingdom and is now expanding its footprints around the world.
The takeaway format is very popular with consumers nowadays, especially with professionals. Wrap It Up’s products have a healthy mix of proteins, carbohydrates, fibres and fats. Recently launched in Gurugram, India, the brand has already gaining profits of average INR 25000 a day.
In a tête-à-têtewith Franchise India, Shaurya Bhatta, General Manager Sales, Wrap It Up, talks about Wrap It Up’s Indian expansion strategy and much more...
Indianisingthe Offerings
Everything the brand is serving in India is well-researched upon according to the Indian taste. The four Ps that are the fundamentals of every market is very different in India, which is as follows:
Product: We have revamped our product as per the flavours in India. We have researched thoroughly about how the products are preferred here and we have both veg & non-veg options in the menu, keeping mostly white meat in the non-veg category. The only red meat product in our menu is made of mutton, in contrary to beef & pork consumed in the UK market. 50% of our menu is vegetarian, which is a must in the Indian market to increase sales.
Pricing: Pricing is something which is a very sensitive context in the Indian market. Our menu consists of products ranging from INR 250-275. We also have options like ‘wrap of the day’ that starts from INR 150.
Placement: We have successfully placed our outlet in a market like Gurugram, and are coming up with the next in Noida. These areas are a perfect mix of corporate of residents, which helps in getting the desired result in the context of sales.
Promotion: Marketing & promotion is a very integral part of our business. Being an international brand, Wrap It Up helps us a lot in terms of marketing. We are also very prominent in social media like Facebook, Instagram. Moreover, our tie-ups with aggregators like Zomato, Swiggy helps in spreading the awareness of the brand and increase sales.
Emerging Trends
We have noticed that people are leaning more towards healthier food today. They are tremendously sensitive about what they are eating. Our products being healthy options and having the perfect balance of all the nutrients always helps us in gaining traction.
Business Model
Wrap it up works completely on FOFO model. We believe in empowering our franchisees to learn the business and get the maximum out of it. The SOPs (Standard Operating Procedure) is sealed; we don’t change the SOPs, the flavourings. However, the franchise partner has complete freedom to explore more options on how to increase the sales. We offer complete support in the context of staffing, training, marketing and inventory.
Wrap It Up has two franchise models: Restaurant and Kiosk. In the restaurant model, the kitchen is attached to the outlet and investment required ranges up to INR 50 lakhs. The staff requirement for the restaurant format is 7-8 people. The wraps served, are freshly made in the kitchen itself.
In the Kiosk model, we have a base kitchen where we prepare the products, vacuum pack it and blast freeze it and send it to the kiosks where it is assembled and served to the consumers. The investment ranges from INR 25-35 lakhs depending upon the space.
The operational cost is somewhere around 70% of the total sales. The food cost is 35% and the labour cost is around 10%. The anticipated profit is around 20-22%.
