Eatphoria, the pioneering multi-brand quick-service restaurant group that owns Wraps & Wings, today announces its official launch alongside a multi-million-pound investment from TAN Food – part of TAN Holdings, a leading Italian venture capitalist.
The Group is made up of several diverse and differentiated portfolio of halal brands, led by its flagship brand, Wraps & Wings, which launched in 2014 and accounts for the majority of Group orders. For more than a decade, Eatphoria’s management team has pioneered the use of virtual multi-brands, with each restaurant operating several brands from the same, simple kitchen set-up to empower franchisees to trade throughout all dayparts and drive profitability. Alongside Wraps & Wings, its brands include Eggsquisite, which offers a unique breakfast experience with vibrant flavours and creative all-day brunch dishes; Holy Bagel, serving toasted bagels with bold and decadent flavour combinations; Mad about Doner, premium and delicious Halal meats cooked low and slow for late-night bites; Dim Dum, a Korean street food-inspired proposition, offering a true taste of the East. In addition, Eatphoria has license agreements with international brands, including Baskin Robbins – the global ice cream and dessert brand – to further differentiate its proposition.
Today, the Group operates five hybrid quick-service restaurant sites and dozens of cloud kitchens with strong demand for its unique variety of menus. Over the past three years, system sales for Eatphoria’s brands have increased by 163% to more than £25m in the year to December 2024. Each year, the Group serves more than one million customers, 2.5 million portions of chicken wings, 3 million tenders, and a quarter of a million servings of Baskin Robbins ice cream.
As the Group looks to the next phase of its evolution and expansion, it has received a multi-million-pound investment from TAN Food, part of TAN Holding – an Italian venture capitalist. The investment marks TAN Food’s first investment into a UK food and beverage brand.
With its new investment, Eatphoria will execute an accelerated expansion strategy to launch new Wraps & Wings quick-service restaurants with a hybrid-multi-brand offering. Over the next 12 months, it is aiming to open at least 12 locations with its first site expected to open in Q2. This will present the brand’s evolved branding and store design to consumers and franchisees for the first time, with major work underway to evolve the Wraps & Wings brand look-and-feel to ensure it remains relevant for consumers today. Alongside this, Eatphoria is also working on the development of new virtual brands in other highly demanded categories.
To realise its growth potential, Eatphoria has made several senior appointments, bringing significant industry experience to the Group. This includes new Chief Operating Officer Richard Benton, who spent five years at KFC’s largest franchise organisation, overseeing 121 restaurants and more than 25 years at McDonalds in a variety of consultancy and national roles focused on all areas of operations and franchising. During his tenure he oversaw the UK operations also running McDonalds Olympic Park, Stratford – the brand’s biggest and busiest store worldwide. Meanwhile, Olivia Vachon joins as Head of Marketing from Miscusi, Italy’s leading fast casual pasta brand, where she oversaw its national marketing strategy and execution. Before this, she spent nearly 10 years at Eataly, the world’s largest artisanal Italian food and beverage marketplace, working in US, Italy, Brazil and UK. Richard and Olivia will work closely with CEO Mohammad Shaikh and Managing Director Arshad Shaikh, who each have more than three decades of experience in hospitality, contract catering and hospitality consulting.
Mohammad Shaikh, CEO of Eatphoria, said: “Over the last 10 years, we have built Wraps & Wings into a leading brand and a true pioneer in the hybrid and multi brand restaurant space. As one of the first to introduce the concept to the UK, we have built up a highly diversified portfolio of brands that create a win–win for our consumers, who have greater options for breakfast lunch and dinner, and our franchisees, who can trade across all dayparts and drive profitable growth.
Now, with the official launch of Eatphoria, we have all of the necessary foundations in place, including new investment from TAN Food, an industry–leading senior management, and a proven track record of growth, to kick start our accelerated expansion. Over the coming years, we are aiming to cement ourselves as the clear leader in multi brand hybrid restaurants, with a pipeline of new openings in strategically important locations. This will enable us to continue to test our proposition and create new opportunities to introduce our model to prospective franchisees and customers across the UK. This is the start of a truly exciting journey for Eatphoria.”
