FAST CASUAL | Staff Reporter, UK

Wrap it Up! Heads North

The takeaway wrap chain will also shift its menu to cater to customers’ demand for more natural and nutritious foods.

Wrap It Up! is set to open a new outlet in Manchester during May.

Tayub Mushtaq, Wrap It Up! Managing Director, said: “Manchester has the right demographics for our business – a sizeable professional working population, students, and with our city centre location, plenty of passing trade”. The restaurant will be situated at 103 Deansgate, Manchester, M3 2BQ.

The company already has 11 outlets across London, with plans to open 21 new outlets elsewhere in the UK over the next three years. It reported a 53 percent sales increase in 2014. Wrap It Up is currently raising investment over the Crowdcube platform to build a new kitchen and support its growth plans.

Wrap It Up! is part of a new wave of natural food concepts successfully responding to a shift in UK consumer tastes.

Tayub Mushtaq said “Customers are increasingly knowledgeable about the links between food and health. I am from up North and there’s this perception that all we eat is deep fried food. Those days are long gone!”

As such, the company’s menus are driven in part by customer suggestions and emerging tastes. Customers, meanwhile, respond well to the transparency about the nutritional value of the food and the sources of ingredients.

“We’re confident that our combination of quality food, good variety and regular changes to the menu, which traditional fast food restaurants have historically found difficult to maintain, will be a hit with the people of Manchester”, said Tayub Mushtaq.

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