Get a glimpse of Le Wrap's latest expansion plans, menu innovations
They are on the prowl for new locations outside NSW.
Having been established eight years ago, Le Wrap has enjoyed a steady growth in terms of the brand’s product offering and expansion.
They recently introduced their new breakfast wrap on the menu boards, and revealed that they will be opening new stores outside New South Wales, particularly in Victoria, Erina Fair, and Sydney CBD.
Below is a Q&A with Peri Celik, Franchise Coordinator for Le Wrap.
QSR Media: What’s been happening lately at Le Wrap?
Celik: There’s plenty going on for LeWrap in terms of growth and customers’ enthusiasm for our product and concept.
By the end of the year, we will have 16 stores trading, but what is really exciting is this year we will achieve several milestones.
Our expansion out of NSW will occur with the opening of LeWrap at Woodgrove Shopping Centre in Melton, Victoria; our first LeWrap on the Central Coast at Erina Fair and our first CBD location in Sydney are opening. And all three stores are opening within days of each other!
QSR Media: What are the brand’s recent product innovations?
Celik: Although the majority of our sales are through the lunch trade, the options for breakfast menus are being explored.
We introduced a new breakfast wrap a few months ago. Our breakfast wrap is made with grilled beef sausages, grilled onions, grilled mushrooms, grilled tomatoes and egg all wrapped in a toasted flour tortilla wrap and choice of sauce.
It is still early days but we do know that more and more people are seeking healthier breakfast options.
QSR Media: What trends are you noticing in the industry, particularly amongst the salads/ healthy food chains?
Celik: The fast food services industry has undergone a health kick over the past five years, with industry revenue expected to rise by 2.1%.
This has been driven by increase in consumer awareness about nutritional content of food, consumers wanting to eat a balanced diet and an influx of healthier options by the industry’s heavyweights.
We are seeing a slew of smarter, healthier foods appearing on restaurant menus as well as on supermarket shelves. Our shopping, cooking and diet patterns are changing too. Some popular trends are:
Gluten-free foods
Organic or natural ingredients
Produce sourced locally
Low fat, high fiber
QSR Media: Tell us about your brand’s ‘healthy take away food concept’ and what makes it unique.
Celik: LeWrap is an exciting and healthy concept combining fresh and healthy ingredients to create mouthwatering variety of wraps and salads. We bring excitement, joy and passion to the standard wrap.
Our cooking process is unlike any other fast food franchise. We offer a bit of theatre as the grill master cooks chicken, meat and vegetables in front of you.
You can smell the aromas of fresh chicken, beef and onions being cooked fresh on the grill, you can hear the sizzle of the onions and vegetables, and you get to watch the grillmaster, front and centre, skillfully prepare your wrap.
Nothing is pre-cooked, pre-made, thawed or heated in a microwave.
The moment of truth comes when you bite into your wrap and taste the freshness and deliciousness.
QSR Media: Where does the brand see growth?
Celik: With consumers becoming more and more nutritionally aware and health conscience, we think healthy eating is not a fad but something consumers will demand and gravitate to when eating out.
We see brand growth through our menu innovations and the opportunity to embrace trends and seasonality through our healthier options, we want to inspire and educate consumers about LeWrap so increase in Marketing to deliver our message, promotion of our loyalty program to reward LeWrap’s loyal customers, and increase in community marketing and community relations are all opportunities for growth.
QSR Media: What can customers look forward to in the coming year from Le Wrap?
Celik: The enthusiasm and response to LeWrap has been overwhelming. With an inundation of franchise requests, we have plans for 20 more outlets next year.
