Wrapchic the Birmingham-based Indian burrito business founded by entrepreneur Mahesh Raikar in June 2012, has opened its first site in central London on Soho’s Beak Street.
Soho follows other sites in Leicester and Coventry, plus a number of units based in universities and colleges, including Middlesex University, with more outlets currently in the planning stage.
Grab and Go fusion food
Capitalising on one of the biggest food trends in the past few years – grab and go fusion food- Wrapchic has already built up a strong reputation. The company’s first site opened in central Birmingham providing both eat in and take out options. The Soho branch will be its first to open beyond lunch trading time and also target evening trade
Mahesh Raikar initially invested £150k in developing the brand and opening the initial site in Birmingham, and explains: “Since starting the business a year ago, we have enjoyed an exciting journey and remained true to our principle of wanting to revolutionise lunchtimes. We all associate Indian dining with a formal, evening setting, yet not many of us can enjoy healthy, tasty Indian food at lunchtime or on the go. I created Wrapchic after noticing this gap in the market and developed a food brand that combines a grab and go format with true Indian flavours.”
‘Wrapchic’ is Mumbai slang and to a localite would mean ‘Sexy’, pronounced as ‘Rap-chick’. It is often used as an ‘adjective’ to accentuate a ‘noun’, which in our case is the food!
The logo derives its origin from the beautiful ‘Warli’ art practiced by the tribes in Maharashtra (India) villages. The bull has always been an eternal symbol linked to India; be it the Indian Gods or the local farmers.
Though the bull in the logo takes its origin from India, it also links itself with the iconic ‘Bull’ which is the landmark showcase of Birmingham City Centre.
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