Small Business Growth Stories: Wrap It Up!



Company: Wrap It Up!

Founders: Faisal Haque and Afnan Bashir; and franchisee Tayub Mushtaq

Founded: 2006

Location: 18 outlets across UK; including London, Manchester, and Reading

Who are Wrap It Up? Wrap It Up specialises in creating gourmet wraps inspired by recipes from around the world, and offering them to customers at affordable prices - all with the goal to revolutionise fast food and define wraps as a fresh, healthy alternative.

The founders of the company, Faisal Haque and Afnan Bashir, first opened for business in a small store opposite Liverpool Street Station, London and have since expanded into a further 17 outlets across the UK with the help of franchisee Tayub Mushtaq. 


1. What is the key to Wrap It Up’s success?

It’s the food. You could have the best brands and locations, but if you haven’t got the best proposition that someone is willing to come back to time and time again, then you have a problem.

Transparency is also key. Customers would never come into our stores if our wraps were pre made and put on a shelf in a fridge. They want the theatre and service, and they get this in our stores.


2. What top tip would you give to other businesses?

It is crucial to have a good proposition and to deliver that and execute the business profitably. Nobody is in business to lose money! The reason why we are profitable is purchasing. I’m very keen on cutting costs and am always negotiating with suppliers on a week to week basis.


3. What has been the biggest challenge in expanding the business?

The biggest challenge is securing sites - we don’t want to just open anywhere! So it is a matter of opening the right stores in the right places, and they have to be high footfall locations; whether it’s the high street, shopping malls or transport hubs such as train stations or airports.

We have a proven concept which is tried and tested for the last seven years - people love wraps as much as they love sandwiches and burgers! But the location is key.



All Wrapped Up - Eat Out Magazine

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