Eatphoria has announced a new store design and brand identity for Wraps & Wings as part of plans to expand the quick-service restaurant concept across the UK.
The redesigned format, described as the brand’s ‘2.0’ concept, will be introduced ahead of a planned rollout of at least 20 new locations over the next two years through a combination of company-owned and franchise-operated sites.
The updated design aims to enhance the customer experience while supporting the brand’s transition from a predominantly takeaway and delivery-focused operation towards a stronger dine-in proposition.
As part of the redesign, Wraps & Wings restaurants will incorporate new technologies including double-sided self-service kiosks, touchscreen ordering terminals and digital collection screens to streamline ordering and collection processes during busy trading periods.
The brand has also introduced a new visual identity featuring a revised colour palette designed to create greater consistency across restaurants, signage, digital displays and customer touchpoints.
Externally, the new concept includes a teal-effect fascia, illuminated signage and stainless-steel-style framing intended to strengthen street presence. Internally, the design incorporates ceramic tiles, stainless-steel finishes, LED lighting, digital screens and dedicated dining areas featuring booth and banquette seating.
The layout has been reconfigured to improve customer flow, with clearly defined areas for ordering, waiting, collection, dining and takeaway services. The service counter has also been redesigned to prioritise food collection rather than traditional ordering and payment.
The new format will debut at the next Wraps & Wings restaurant, which is scheduled to open during the third quarter of the year, before being introduced across future locations.
Commenting on the plans, Mohammad Shaikh, CEO of Eatphoria, said: “Wraps & Wings has been the foundation of our business for more than a decade. 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.”
The announcement forms part of Eatphoria’s wider growth strategy as it looks to strengthen the brand’s market position and support future expansion both in the UK and internationally.
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