Eatphoria, the recently formalised hybrid QSR group, has unveiled a new store design and architecture for its Wraps & Wings brand.
The group says the new look, which includes a bold and different colour scheme across its presentation, has been created to transform the customer experience and better reflect Wraps & Wings’s evolved identity as it looks to shift away from being a delivery-led model and targets 20 new openings in the next two years.
Key design features include a high-impact exterior with a teal-effect fascia, stainless-steel look framing and illuminated built-up lettering.
Inside, meanwhile, the store design uses ceramic tiles, stainless-steel elements, powder-coated finishes, colour blocking, and LED lighting.
As well as the refreshed brand profile, the redesign will also leverage new technology such as double-sided self-service kiosks and touchscreen terminals, to reduce friction at peak trading times and support a more efficient customer journey.
“Wraps & Wings has been the foundation of our business for more than a decade,” says Mohammad Shaikh, CEO of Eatphoria.
“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.”
Shaikh told MCA back in January that Eatphoria is targeting accelerated growth across the UK with an ambition to reach 100 sites in the next three to four years.
It comes after it secured a multimillion-pound investment from TAN Food, part of Italian venture capitalist firm TAN Holdings.
Alongside its multiple cloud kitchens, Eatphoria currently operates five hybrid quick-service restaurant sites that trade under the Wraps & Wings banner, but offer multiple brands through delivery, with the aim to open a dozen more this year.
Virtual concepts in the group’s portfolio include breakfast and brunch brands Eggsquisite and Holy Bagel, late night concept Mad about Doner, and Korean street food-inspired proposition Dim Dum.
Eatphoria grew total system sales by 26% in the year ended 31 December 2025 to £23.9m with like-for-likes up 13%.
Group EBITDA for the period stood at £3.5m.
