Birmingham food business Wrapchic expands into London

A BIRMINGHAM-based food business is growing by setting up its first outlet in central London.

Wrapchic, an Indian burrito business, was founded by entrepreneur Mahesh Raikar in June 2012. The outlet in Soho’s Beak Street follows other sites in Leicester and Coventry, plus a number of units based in universities and colleges, including Middlesex University.

The ambitious company also has further outlets currently in the planning stage.

It said capitalising on one of the biggest fast-food trends in the past few years – grab and go fusion food – had proved to be a successful growth strategy.

Wrapchic’s Birmingham outlet – in North Western Arcade – provides both eat in and take out options. The Soho branch will be the first in the portfolio to open beyond lunch trading time and is also target evening trade.

Raikar, who has more than 17 years of experience in catering hospitality management, initially invested £150,000 in developing the brand and opening the initial site in Birmingham.

He said: “Since starting the business a year ago, we have enjoyed an exciting journey and remained true to our principle of wanting to revolutionise lunchtimes. We all associate Indian dining with a formal, evening setting, yet not many of us can enjoy healthy, tasty Indian food at lunchtime or on the go. I created Wrapchic after noticing this gap in the market and developed a food brand that combines a grab and go format with true Indian flavours.”

With further sites in the pipeline, the entrepreneur plans to set the benchmark for an industry that is growing rapidly.

“I want Wrapchic to become the market leader in the highly burgeoning burrito sector. Our food is already generating a buzz amongst food lovers, office workers and weekend shoppers. I hope this continues and Wrapchic becomes the most loved burrito company in the UK,” he said.

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