The group has unveiled a new food identity and refreshed branding following a review of its menu, customer trends and market positioning. The change is designed to strengthen the Wraps & Wings position in the premium chicken QSR market while supporting Eatphoria’s wider expansion plans, with the group aiming to open at least 20 hybrid Wraps & Wings restaurants over the next two years. The first new-format site is expected to open during the third quarter of 2026.
Developed in partnership with food strategy consultancy Egg Soldiers, the updated proposition centres on the theme ‘Stacked with Flavour’, with a greater focus on customisation, layered flavours and signature menu items. New products include stacked wraps, stacked wings and the stack box, alongside a range of sauces, shakers and ‘frosting’ that allow customers to personalise their meals.
In addition to a range of sides and burgers, Wraps & Wings will also create a new range of exclusive Gen Z-inspired beverages. This includes stacked sodas, combining sodas with syrups and vanilla cream cloud toppers, as well as Baskin Robbins blended Crazy Shakes.
The company has also introduced a refreshed visual identity for the brand and said further updates to store design and the customer experience will be rolled out later this year.
Eatphoria said the changes follow continued growth for Wraps & Wings, which recorded like-for-like sales growth of more than 16% compared with the previous year.
“Wraps & Wings has been at the heart of our business for more than a decade and remains our flagship brand,” says Mohammad Shaikh, CEO of Eatphoria.
“As we enter the next phase of growth, we felt now was the right time to take a step back and review Wraps & Wings’ positioning in the market before evolving the offer and identity to the benefit of our franchisees.
“This evolution is not about reinventing Wraps & Wings as a concept but is about building on what customers already love, sharpening the role of our hero products, and creating a clearer, more ownable food identity.
“This will enable our franchised partners to unlock opportunities to drive growth while scaling the brand into a national favourite over the coming months and years.
“With a stronger focus on flavour, customisation and operational simplicity, we believe Wraps & Wings is well positioned to continue growing as a premium chicken-focused restaurant brand and a core part of Eatphoria’s multi-brand proposition.”