Bubblewrap, the viral bubble waffle concept, is targeting premium regional malls and tourist locations, as part of an aggressive development plan.

Matteo Frigeri, Seeds consulting director, who is working with the business on the rollout, said Bubblewrap would target 25 sites in five years.

The concept, which serves Instagram-friendly Hong Kong style waffles, with two sites in London, plans to develop “quickly in the Middle East”.

The company expects to be able to announce its first sites in the next two-three months.

Bubblewrap is a four-year-old business with sites in Wardour Street and Covent Garden Market.

Founder Tony Fang said he saw “a huge opportunity” in shopping centres, high streets and leisure locations.

Frigeri added: “The market is craving for a dessert concept that is both so social media friendly and scalable.

“What we have is labour-intensive concepts trading with a wide menu from large and thus expensive locations. Bubblewrap high-revenue, low capex model offers the concrete opportunity for a much quicker payback.”