Food-to-go chain Wraps & Wings has unveiled an evolved ‘2.0’ store design and architecture as it prepares to open 20 new locations over the next two years.
The brand, which is owned by QSR group Eatphoria, will introduce a “bold and different” colour scheme across its restaurant signage, digital screens and customer-facing touchpoints.
Key design features include a refreshed fascia and illuminated built-up lettering “to create strong street presence”, while inside, the store design features LED lighting and digital screens.
Wraps & Wings will also leverage new technology, such as double-sided self-service kiosks and touchscreen terminals. The counter has been designed primarily for food pick-up, rather than ordering and payment, to reflect a “self-service-led customer experience”, the brand said.
The evolved look will debut at Eatphoria’s next Wraps & Wings restaurant, which is expected to open in Q3 before being rolled out across future openings.
Over the next two years, Eatphoria expects to open at least 20 new locations through a mix of company-owned and franchisee-owned sites.
“Wraps & Wings has been the foundation of our business for more than a decade,” said Eatphoria CEO Mohammad Shaikh. “It is a much-loved brand with a proven operating model and a strong customer base, but as we enter our next phase of growth, it is important that the brand evolves with us.
“With our new store design, we aim to transition Wraps & Wings from a heavily delivery-led and takeaway business into a QSR brand with greater dine-in appeal. This is a landmark next step for the business and will help us realise Wraps & Wings’ significant growth potential in the UK, while providing an important foundation for future international expansion.”
It comes as sales at Eatphoria jumped 26% in 2025 to £23.9m, which was partly driven by new location openings. Wraps & Wings, which contributes 40% of system sales for the group, saw like-for-like sales increase 16.4% over the period.
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