RESTAURANTFRANCHISEPARTNERING

AROUNDthe

WORLD

INVESTINGIN AN INTERNATIONAL FUTURE

“We are excited to share

our passion for high-quality

food with like-minded

professionals, eager to become

part of Wrap It Up! on an

international scale”

Tayub Mushtaq, MD

An expanding portfolio of 20 restaurants across the UK Exceeding our ambitious yearly openings and refurbishments target

Desire to replicate UK success with international expansion

Well-capitalised

A dedicated Franchise Support Team

HIGHLIGHTSFROM OUR BUSINESS PORTFOLIO

State-of-the-art central kitchen, making top-quality food our primary focus

Bi-annual staff training ensuring the best customer service

Innovative menu with hand-selected recipes inspired by food from around the world

As a Wrap It Up! partner you will be privy to

one of the fastest-growing QSR concepts in

the UK, joining an established brand as we

develop our business around the world.

NOW IS THE TIME

TO BECOME

INVESTINGIN AN INTERNATIONAL FUTURE

Successful franchise partners will

not only become a part of the Wrap It

Up! family, but also a business that

operates several outlets, serving

thousands of wraps each year.

INTERNATIONAL

Afnan BashirAdvisor and FounderAfnan co-founded Wrap It Up!

in 2006 and provides expertise

in the Quick Service Restaurant

sector. MBA from the University

of Chicago.

Neil McinerneyAdvisorNeil has over 20 years experience

in investment banking, including

at Merrill Lynch as Head of

Equity Market Risk and more

recently as a trading consultant at

UBS.

Faisal HaqueFounder and Board MemberFaisal co-founded Wrap It Up!

in 2006 and has over 20 years of

experience helping fast-growing

UK companies.

ADVISORS

INTRODUCINGTHE WRAP IT UP! TEAM

Tayub MushtaqManaging DirectorTayub with his visionary

leadership is in charge of Wrap It

Up! negotiations and is leading the

business performance in a positive

direction.

Horun MeahDirector of Business DevelopmentHorun is responsible for the overall

management and is creating

excellent business opportunities for

Wrap It Up!’s growth.

Kashif AkramDirector of Finance & StrategyKashif’s expertise is securing a

profitable long-term and a healthy

financial growth for Wrap It Up!.

Naureen KhanFood Safety ConsultantProviding expertise and

knowledge, Naureen designs and

implements Wrap It Up! food

service facilities and operational

systems.

David IborraHead of MarketingDavid’s role is to ensure that Wrap

It Up! deliver effective, consistent

and high-quality marketing and

communications.

Andrius NorkusHead of OperationsAndrius makes sure that the

every-day operations of Wrap It

Up! run smoothly and efficiently.

MANAGEMENT TEAM

Wrap It Up! was launched

in London in 2006. With

a decade of success behind

us, we thought it was time

for a change. Recently

we have undertaken an

exciting rebranding, even

more exciting is that our

customers love it!

Our new colour palette draws

its central inspiration from

the tropics. Spanning many

multicultural influences such as

Latin America and the Middle East

we wanted to reflect our vibrant

and diverse menu with the bright

colours of our interior.

The contemporary design, exuding

a welcoming vibe, combined with

an all day international wrap

menu, proves a winning formula

for an ever growing army of loyal

customers.

THE BRANDTHE WRAP IT UP! BRAND

We pioneered the wrap

concept 10 years ago and

it is now arguably one of

the hottest trends in the

food market. Whether the

popular Mexican Burrito

or the full flavoured

Caribbean Roti, Wrap It

Up! wraps have taken the

UK by storm.

Our adventurous and well-

travelled customers require a

diverse menu to excite their taste

buds. To put it simply, we use

premium ingredients to create

authentic food, while giving the

customer generous portions and

incredible value.

With Mexican, Indo-Caribbean,

Portuguese and Greek origins, the

entire world inspires our fresh

and flavoursome food.

BREAKFASTWrap up and go! There’s

something for everyone on our

breakfast menu, from pastries

to breakfast wraps to amazing

flatbreads, we use quality

ingredients for the best morning

flavours.

THE BRANDFOOD

LUNCHA menu for those who have

nowhere to go! We offer a

wide-range of wraps including

gluten free, vegetarian & health

conscious options.

DINNERMix it Up! Alongside our core

menu, we love to keep our

customers intrigued with new

wraps and recipes.

Great care is taken over

the design of each new

and refurbished store.

An eclectic design entices the

modern consumer for their daily

dining experience.

Wood floors and steel materials

are used for an industrial vibe,

while bold colours combined with

geometric patterns creates an

urban brand. Our contemporary

shopfronts and interiors, using

high-quality materials, completes

the shop to reflect the upmarket

Wrap It Up! brand.

THE BRANDINTERIOR DESIGN

After 10 years in business,

our Wrap It Up! team

have proven their penchant

for finding the best sites to

match the brand. Alongside

this is their incredible

skill for acquisition and

development. Therefore

the team can advise all

franchisees on their

endeavours, from layout to

local demographics.

We have a proven successful

model with stores in some of the

highest footfall locations in the

UK- London’s Canary Wharf,

Liverpool Street and London Bridge

along with Manchester’s Piccadilly

Gardens. Our team continually

identifies ideal locations whether

they are local to shopping areas or

central offices.

The Wrap It Up! brand is

incredibly flexible in terms of

location and could be found on any

street. Our recommendation for

franchisees is that potential stores

have wide frontages, to more easily

attract customers, while also be

located within the central area of a

city. In the UK we operate in areas

that can attract an all day trade in

line with our menu.

400 to 1,500 Sq Feet

Potential for larger premises

Mall sites

Prime mixed use retail and leisure schemes

Concessions environment

High traffic areas in popular cities

Amongst like-minded outlets

THE BRANDPROPERTY

CITY WORKERFast-paced work and life. Needs quick but

filling food on the go, something different

to break up a day in the office. Only eats top

quality food. Health conscious. Eats out a lot

and are willing to pay a premium price.

MILLENNIALSAdventurous, well travelled and well informed.

Enjoys trying new foods with friends.

Incredibly socially active and keeps up-to-date

on all things via this medium. Wants great

value for money. Likes a vibrant atmosphere

as well as diverse food.

REGULARSKnows our menu inside and out and is on a

first name basis with the employees.

Invested in our brand and what we become

in the future, always suggesting new recipes

and products to stock. Has already completed

several loyalty cards.

1

2

3

THE BRANDGUEST TYPE

With a diverse team from varying work

sectors, we are dedicated to supporting

you and your business.

THE BRANDOUR FRANCHISE SUPPORT

COMMITMENTSFrom marketing to operations, our

Franchise Team’s expertise means we are

able to establish and develop your brand

on all fronts.

Wherever our

franchisees may be, we

are partnered with global

translation agencies to

assist with bringing our

brand to new markets,

languages and cultures,

while still maintaining

Wrap It Up!’s core brand

concept.

PRE-LAUNCH WE WILL

Translate our brand including all

core information and documents

e.g. all menus and launch

communications.

Conduct focus groups to test

the Wrap It Up! tone in target

language.

Assist with all graphic design

adaptations.

Tailor our Brand Guidelines

for your market and target

language.

MARKETINGTRANSLATION & LOCALISATION

POST-LAUNCH YOU CAN

Work with our agency for an

agreed fee where you will benefit

from consistency of translations.

OR, manage your own

translation services. If so a

bi-annual audit will take place

through our agency to ensure the

Wrap It Up! brand is consistently

implemented.

All franchisees will be

provided a branded

website template to ensure

the Wrap It Up! brand

presence is consistent

world-wide, while also

giving you the opportunity

to effectively and

successfully market your

business.

WEBSITE TEMPLATE

• Customise our branded template

with your own content

• Multilanguage options available

• Content Guide provided

• Optimised websites for web and

search

• Initial SEO setup to track and

monitor web traffic

• Small hosting and service

maintenance fee

If there are several franchisees

in one market there will be one

centrally controlled home page,

with options to all regional pages

which franchisees will control.

Wrap It Up! provides

an online Marketing

Toolkit for franchise

requirements. Branded

point of sale and

marketing materials will

be readily available for

customisation.

This not only keeps the

Wrap It Up! brand

consistent but also

eliminates expensive

agencies, keeping your

costs low.

MARKETINGONLINE

KEY FUNCTIONS

• Customisable templates for

language, pricing and sizing

differences

• Menu templates, franchisees

can add localised content and

change currency

• User friendly and accessible

from anywhere with your

username

• Content is tailored to your

brand and market

CONTENTS

• Regularly updated menus

• Store opening packages

• Quarterly brand marketing

campaigns

• Seasonal campaigns

• Digital advertising templates

• E-CRM templates

• Wrap It Up! Brand Guidelines

Ready to create an

engaging social media

presence and a PR

strategy targeted for

your market, our central

Marketing Team is there

to assist with all your

needs.

SOCIAL MEDIA SUPPORT

• Planning content

• Acquiring customers and

followers

• Social media engagement

• Conducting campaigns

PR

With each new menu or campaign

launch, sample press releases will

be provided to all franchisees, to be

found in the Marketing Toolkit.

All franchisees are free to alter the

content template, however ALL

press releases must be signed off by

our marketing team.

MARKETINGSOCIAL MEDIA & PR

ANNUAL REVIEW PROCESS

• Is the tone of voice in keeping

with the Wrap It Up! brand?

• Has significant marketing

coverage been achieved in your

market?

• Is there regular social

engagement?

• Has there been a return of

investment?

A report will be shared

with areas of improvement

highlighted.

To maintain Wrap

It Up!’s dedication to

quality food and world-

inspired cuisine our Food

Development Team will

facilitate with product

development.

They will ensure all

recipes are matched with

our London based menu

and provide help with

sourcing local produce

and training kitchen

staff.

After the menu is created it is the

job of our Marketing Team to

set up a menu strategy. This is

comprised of category planning,

pricing of all products to be sold in

stores and overall analysis.

MENUS

Menus must consist of all core

Wrap It Up! wraps.

Franchisees are allowed to develop

2 wraps to suit local tastes &

flavours.

Additional products e.g. drinks,

crisps etc will be arranged and

agreed upon with our central

Marketing Team.

Advanced notice will be given of

menu changes.

MARKETINGMENU DEVELOPMENT

EXAMPLE MENU CHANGE PROCESS

Six month process:

• Analysis of current menu

• Menu change signed off by Management Team

• New recipes submitted for consideration

• Recipe development

• Recipe sign off

• New menus created

• Final sign off!

Twice a year your

assigned marketing

manager will visit your

store/s. They will analyse

footfall, customer service

and the economic climate

to assist with a Marketing

Plan.

Along with arranged

monthly calls, our

Marketing Team’s aim is

to respond to all queries

within 24hrs.

WE WILL

• Assist in creating your initial

annual marketing plan

• Review your progress at each

bi-annual visit

• Review marketing campaigns

and analysis

• Offer advice and direction for

upcoming campaigns

• Assist with social media & PR

• Assist with menu strategies and

menu launch planning

MARKETINGMARKETING VISITS & SUPPORT

To ensure each aspect of your store

is synonymous with our brand

we provide all franchisees with a

comprehensive package.

An exhaustive Design

Guideline to ensure the

best design concept is used

for each restaurant.

Comprehensive design

documents including

detailed front and back of

house layouts.

A design developed to suit

the local market.

In-house resources to

assist in planning and

management, ensuring

cost-efficient openings.

Contact with recognised

design teams.

The Wrap It Up!

standardised store design

for simple and efficient

brand consistency.

OPERATIONSPROPERTY

FUNCTIONALITY• Brand documents are stored in

an online portal

• Documents are regularly

updated to ensure all are current

• All documents are available to

download, email and print directly

from the portal

• Each country will have specific

content accessible via country

specific login

ILLUSTRATIVE CONTENTS• Core brand documents ranging

from set ups to displays

• Food and Health and Safety

Procedures

• Job applications, job descriptions,

interview forms and Staff

Training Manuals

• Guides on how to conduct

operations and team meetings

• Team and management review

documents

• Interactive training videos with

corresponding guides to bring the

brand to life

SAFEGUARDS You will have access to Wrap It

Up!’s tried and tested processes,

systems and documents, used in

all of our stores.

• All stores will be supported with

an audit to ensure the correct Food

and Health and Safety standards

are in place

• Our complete Wrap It Up! range

of policies to act as your guide and

a template when producing your

own

• Extensive Food Safety

Procedures with forms that can be

modified to the local market

• A simple to use Health and

Safety system for safe work

practices

OPERATIONSPARTNER PROGRAMME

• Financial Policies to protect the

business and act as a template to be

modified for the local market

TRAINING A committed Wrap It Up! team

with considerable international

and brand expertise will help you

with all stages of management.

You will benefit from support

with recruiting and specified

development tools for your local

market, enabling your team to

deliver fantastic food and even

better customer service.

• Assistance in planning your

chain of command

• Extensive Management

Inductions and training to take

place in our UK stores

• A structured interview process

and recruitment materials in-line

with the brand

• Guidance for planning and

running pre/post opening training

sessions

• Separate focused training for

both front and back of house teams

• Localised training materials

molded for your market

SUPPORT

Complete and engaging training

materials covering each aspect

of the process, from the initial

induction to group training

sessions, for all members of your

team.

Translated and exhaustive online

materials tailored to culture and

store menu.

Continuous support from our UK

team, including periodic reviews to

encourage the development of your

team.

BUSINESS REVIEWS

Business reviews will be

conducted on a bi-annual basis

to ensure that the Wrap It Up!

brand is a success in the local

market.

Reviews to be conducted in-line

with the Wrap It Up! core concept-

Healthy, premium quality fast-

food inspired by world-wide foods

with exceptional service.

Reviews on customer feedback with

regards to both food and service.

Objectives and suggestions for

improvement to be available after

each review.

OPERATIONSSUPPORT & BUSINESS REVIEWS

BECOME PART OF THE FASTEST GROWING WRAP BRAND IN THE UK!An established brand with a wealth

of knowledge and support.

Over a decade of business expertise

in running restaurant brands with

an experienced management team

at the helm.

A unique and highly successful

QSR concept - wraps inspired by

food from around the world.

Be privy to your own dedicated

Franchise Team with a wealth

of knowledge in international

business and so much more...

A proven business model thriving

for over a decade in the toughest

market

Low setup costs compared to our

high-street competitors

A premium brand delivering high

quality food in the fast-food sector

An original, healthy street food

concept adaptable to any culture

SUMMARYWHY FRANCHISE WITH WRAP IT UP!?

WHAT WE LOOK FOR IN A PARTNEROur ideal franchise partner

should be a well funded

professional with a good local

food network already established,

with long-term ambitions for

their business and for Wrap It

Up! and a proven track record in

F&B

[1] SCALEShould be a large, well-capitalised

professional with the capital to

invest for a minimum of 5 years.

[2] F&B QSR EXPERIENCESignificant experience in the

QSR with additional preferred

experience of successful expansion

of Western brands.

[3] NETWORKGood local links to secure prime

real estate in high footfall

locations, along with the ability to

effectively secure a supply chain.

[4] BRAND FOCUSPassion for the Wrap It Up! brand

and the dedication to deliver

a consistent experience to the

customers.

[5] REGIONAL EXPANSION CAPABILITYA strong ability to be able to

successfully develop the Wrap It

Up! brand in adjacent regions.

CONTACT