Wrapchic, the Indian-style burrito quick service concept, is repositioning itself into a more Indian grab and go model, with the first store under the new format to open in Solihull, MCA has learnt.
Chief executive and founder Mahesh Raikar told MCA the remodelled stores would be in the mould of Pret and Itsu, with pre-made products available on the shelves, rather than the current counter assembly a la Tortilla and Subway.
Following the next generation store opening in Solihull, the rest of the 10-strong estate will be reformatted under the new branding and service style begind in Q1 2018.
As part of the shift Wrapchic’s strapline will change from ‘the Indian Burrito Co’, to ‘Differently Indian’.
Meanwhile the group is in legals on a further five sites, two in Leeds, two in central in London, and one in a motorway service station.
Raikar told MCA: “After five years we’ve made a big sea change in our operations, moving away from the Tortilla model to a more Leon/Pret model. There’ll be a range of grab and go off the shelves and the wraps made at the back.
“We think an Indian alternative to Pret and owning that segment has more legs than trying to own the burrito segment.
He said the stores would have a Leon-style look and feel, with Indian themes such as spices and stories on display.
