Wrapchic opens its first central London site

Wrapchic opens in LondonThe group, which was founded by entrepreneur Mahesh Raikar in June 2012, has opened a site in Soho’s Beak Street.

Soho follows other sites in Leicester and Coventry, plus a number of units based in universities and colleges, including Middlesex University, with more outlets currently in the planning stage.

Capitalising on one of the biggest food trends in the past few years- grab and go fusion food- Wrapchic has built up a strong reputation. The company’s first site opened in central Birmingham providing both eat in and take out options. The Soho branch will be its first to open beyond lunch trading time and also target evening trade

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

Mahesh Raikar explains:  “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, Mahesh plans to set the benchmark for an industry that is growing rapidly: “Wraphic has generated a buzz amongst office workers and university students to weekend shoppers and food lovers. This lies at the heart of our dynamic growth. I want Wrapchic to be the most loved burrito company and become a market leader in the highly burgeoning burrito sector”.

Website: http://www.wrapchic.co.uk  Twitter: @wrapchic

The passion for Indian & Mexican food coupled with a desire to bring Indian food in a 21st century format the founder, Mahesh Raikar quit a well paid job with a fortune 500 company and embarked upon a journey to develop what is now known as ‘Wrapchic’ – The Indian Burrito Company.

With a vision to be ‘The most loved burrito company in the world’. Wrapchic has set out its stall in July 2012 with its first location in the heart of Birmingham City Centre offering Fresh, Healthy and Tasty Indian food in a vibrant friendly environment.

‘Wrapchic’ is Mumbai slang and to a localite would mean ‘Sexy’, pronounced as ‘Rap-chick’. It is often used as an ‘adjective’ to accentuate a ‘noun’, which in our case is the food!

The logo derives its origin from the beautiful ‘Warli’ art practiced by the tribes in Maharashtra (India) villages. The bull has always been an eternal symbol linked to India; be it the Indian Gods or the local farmers.

Though the bull in the logo takes its origin from India, it also links itself with the iconic ‘Bull’ which is the landmark showcase of Birmingham City Centre.

 

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