How Eatphoria is aiming to cement itself as a leader in multi-brand hybrid restaurants

The group behind QSR brand Wraps & Wings are virtual concepts including Eggsquisite and Holy Bagel has formalised operations under a new parent company called Eatphoria ahead of planned expansion.

Mohammad Shaikh, who helped found the business back in 2014 and is now CEO of Eatphoria, tells MCA the group is targeting accelerated growth across the UK in coming years with an ambition to reach 100 sites in the next three to four years.

It follows a 163% increase in system sales over the past three years, rising to more than £25m revenue in the year to December 2024.

The group has secured a multi million-pound investment from TAN Food, part of Italian venture capitalist from TAN Holdings.

Currently, Eatphoria operates five hybrid quick-service restaurant sites that trade under the Wraps & Wings banner, but offers multiple brands through delivery including the likes of Eggsquisite and Holy Bagel, which both sit in the breakfast and brunch category. 

Additionally, it has dozens of cloud kitchen locations offering its full portfolio of brands, which also includes the late night concept Mad about Doner, and Korean street food-inspired propostion Dim Dum.

"Over the last 10 years, we have built Wraps & Wings into a leading brand and a true pioneer in the hybrid and multi brand restaurant space" Shaikh

"As one of the first to introduce the concept to the UK, we have built up a highly diversified portfolio of brands that create a win-win for our consumers, who have greater options for breakfast lunch and dinner, and our feanchisees, who can trade across all day parts and drive profitable growth"

A year of Wraps & Wings

Over the next 12 months, Eatphoria is aiming to open at least a dozen hybrid Wraps & Wings restaurants with its first expected to open in Q2 in London's Kensington.

Currently, the bulk of the group's estate is concentrated in the capital, though it does also have sites in Norwich and Worcester.

As well as further growth in London, much of the next generation phase will be concentrated on 'red brick university towns' with the group primarily targeting millennial and Gen Z diners.

"2026 is going to be a year of Wraps & Wings as brick-and-mortar store', says Shaikh.

While the emphasis will be on opening sites under the hero brand, there is also plans to move some of the group's virtual brands into permanent locations too, with Eggsquisite also set to launch a site in Kensington this year.

"Because we've been doing other virtual brands for the good part of seven or eight years, we have very strong data to back it up. And we think some of those brands are able to jump into a brick-and-mortar store as well."

Alongside this, Eatphoria is also working development of new virtual brands with an emphasis placed on value.

They include a new 'healthy chicken' concept, which is set to launch in the last quarter of 2026.

"We're always looking for any exciting brand, something that will basically gel into the market quickly.

"The idea is that everybody should be able to afford it on delivery and want to order it a couple of times a week."

Strengthening the senior team

To realise its growth potential, Eatphoria has made several senior appointments, brining significant industry experience to the group.

This includes new chief operating office Richard Benton, who spent five years at KFC's larger franchise organisation, overseeing 121 restaurants and more than 25 years at McDonalds in a variety of consultancy and national roles focused on all areas of operations and franchising.

Elsewhere, Olivia Vachon joins as head of marketing from Miscusi, the Italy based fast casual past brand, where she oversaw its national marketing strategy and execution.

"We now have all the necessary foundations in place to kick start our accelerated expansion."

"Over the coming years, we are aiming to cement ourselves as the clear leader in multi brand hybrid restaurants, with a pipeline of new openings in strategically important locations. This will enable us to continue to test our proposition and create new opportunities to introduce our model to prospective franchisees and customers across the UK.

"This is the start of a truly exciting journey for Eatphoria."