PFC Group, the Wok & Go operator, is to launch a new concept centred around jacket potatoes and burritos, MCA has learnt.
Jack Burrito will launch as a restaurant and grab and go offer in Northgate Street, Chester, next month with sites following in Leeds and Birmingham by the summer.
Founder Des Phelby told MCA the plan was to launch a franchise rollout of the concept within the next 12 months.
He said growth would go alongside the continued expansion of the Wok & Go estate, which he expects to be at 30 sites by the end of 2017.
He told MCA: “I have been wanting to do something in the burritos market for quite a while now but quite a few players have entered that market in the meantime. I didn’t lose interest, I just wanted something that would complement it.
“I was also looking at the American market and there seem to be one or two people trying to sex up the good old jacket potato and make it a bit trendier.
“It works perfectly in combination with the burritos. There will be the same fillings for both.
“All sorts of dishes have been reinvented over the past few years and given a more contemporary edge. Why not the jacket potato?”
Pheby said the second site – a conversion of the Wok & Go site in Leeds would be more of a grab and go site. The third will be on the campus of Aston University.
He said: “It will be the same format as Wok & Go, in that we will tweak it management and make sure the offer is right. Then if it’s flying we’ll look to move into franchising within 12 months.
“Compared to Wok & Go it’s a much simpler style of operation for franchisees to get their heads around.
“We see this as sitting alongside further expansion of Wok & Go, which will continue to grow in the UK and internationally. We have 10 franchisees signed up for this year and two more sites coming in Dubai.”