A multi-million dollar conversation
Husband and wife Hakan and Peri Celik had no idea that a small conversation in their backyard a decade ago would turn into a multi-million dollar take-away franchise.
The lack of healthy options in Australian food courts drove the couple to come up with a better alternative. Conceived in 2004, the couple's vision was to implement unique made-to-order, freshly prepared, healthy, quality wraps using only the freshest ingredients that are delivered daily.
LeWrap dubs itself as a healthy, alternative take away option.
The brand has come a long way from its first store in Parramata Westfield, it has grown to include 17 more locations, showing no signs of slowing down. In fact, the brand just opened its first Canberra store last month.
"LeWrap was conceived over a casual discussion in the backyard of our home. We noticed the gap in the market and felt Australian food courts lacked the meaning of true healthy, fresh options. The fast food category options appeared to offer pre-made or cooked in back kitchens and therefore we felt Australia needed a better alternative," recounted Peri.
The couple wanted to create a unique and iconic open style kitchen concept, where customers can view their meals being made directly in front of them. This has now become a signature and point of difference for the brand.
"[It] offer[s] an entertainment angle whilst [the customers] wait, from the time they order, to seeing it being made, watching it get wrapped up, to getting it toasted and hand delivered to them personally," she noted.
Adding, "we hope customers will associate LeWrap as The Home of the Gourmet Wrap and know they will receive their freshly grilled products each and every time – all prepared before their very own eyes."
The husband and wife team believes that the brand offers the freshest options available in current food courts. Currently, the chain offers meals that are made from fresh breast chicken and sirloin beef delivered fresh daily – not frozen or thawed. LeWrap guarantees 100% freshness of its meat and ingredients.
Peri noted that it offers cage free, grain fed chickens with no added hormones grown by Australian Farmers; Healthy Lean beef options in all of its wraps, salads and plates with fresh extra options to compliment meals; and assures no pre-cooked, pre-made, thawed or microwaved heated products.
SLOW AND STEADY
The brand has enjoyed a slow and steady growth the last decade but is now revving up to quickly expand throughout the country.
LeWrap hopes to be in every Australian state in the next five years, with the aim aim to open 120 outlets by 2020. To achieve this, Peri noted that it has declined requests of overseas expansion. Specifically, in Dubai, England, London, and Malaysia.
"We have decided to concentrate on growth in Australia and provide this great option to our Australian consumers."
Peri shared that their current interest lies in opening locations in Brisbane, Tasmania and Perth. And, open an additional three more stores by September in the Sydney Central Business District, the South Coast and in the Sydney North-Shore Suburb.
