Founded by Mohammad Shaikh and Arshad Shaikh, Eatphoria has grown from its UK-born flagship concept Wraps & Wings into a diversified multi-brand quick service restaurant group. The group UK QSR Eatphoria is the multi-brand quick service restaurant group behind its flagship brand ‘Wraps & Wings’. Founded in 2014, Wraps & Wings is a UK-born concept.
As it prepares for its next phase of growth, Eatphoria has secured a multi million pound investment from TAN Food, part of TAN Holding. The deal represents TAN Food’s first backing of a UK based food and beverage brand and reflects confidence in Eatphoria’s hybrid multi brand approach.
Alongside Wraps and Wings, their brands include; Eggsquisite, a fresh new concept to the humble egg sandwich, think steamed buns, stacked pancakes including an all day brunch with vibrant flavours. Holy Bagel, a comfort food deli brand loading bagels with decadent fillings. Mad About Doner, offering classic wraps, doner meals, loaded fries and late night bites serving every day of the week. Dim Dum, a Korean street concept serving ultra crispy coated halal chicken in signature sauces, stuffed into fluffy bao and piled over kimchi fries. And last but certainly not least, Baskin-Robbins, an ice cream brand straight from California, with 31 flavours, thick milkshakes, warm cookies, fluffy pancakes and loaded French toast. Lots of options on the menu!
Rapid Growth and New Investment
Eatphoria has built a strong presence in the UK market with five hybrid quick service restaurants and a wide network of cloud kitchens. Its multi brand model offers customers a broad choice of menus under one roof, that continues to drive significant demand.
The business has delivered impressive financial momentum, with system wide sales climbing 163% over the past three years to exceed £25 million in the year ending December 2024. Annually, the Group serves more than one million customers, selling millions of chicken wings and tenders, alongside hundreds of thousands of servings of Baskin Robbins ice cream.
The funding from TAN Food will support an ambitious rollout plan focused on expanding its Wraps and Wings concept. Over the next year, the company intends to open at least 12 additional hybrid quick service sites, with the first scheduled to launch in the second quarter. These new restaurants will introduce updated branding and refreshed store designs, marking the next evolution of the Wraps and Wings identity. Alongside physical expansion, Eatphoria is also developing new virtual brands to tap into high growth food categories.
Did you know…
- Eatphoria operates five hybrid quick service restaurants alongside dozens of cloud kitchens across the UK.
- System wide sales have grown 163 percent in three years, exceeding £25 million in the year to December 2024.
- The Group serves more than one million customers annually, including millions of chicken wings and tenders, plus over 250,000 servings of Baskin Robbins ice cream.
- The business has secured a multi million pound investment from TAN Food, part of TAN Holding, marking TAN Food’s first UK food and beverage investment.
- At least 12 new Wraps and Wings locations are planned over the next 12 months, with the first opening expected in the second quarter.
- The leadership team has been strengthened with senior hires from KFC, McDonald’s, Miscusi and Eataly.
Strengthened Leadership to Drive Expansion
To underpin its expansion strategy, Eatphoria has strengthened its executive team with experienced industry leaders. Richard Benton has been appointed Chief Operating Officer, bringing a background that includes senior operational roles at KFC’s largest franchise group, where he managed more than 100 sites, and more than two decades at McDonald’s in consultancy and national leadership positions. His experience includes overseeing high profile UK operations, including the brand’s flagship Olympic Park restaurant in Stratford.
Joining as Head of Marketing, Olivia Vachon arrives from Miscusi, Italy’s leading fast casual pasta chain, where she led nationwide marketing initiatives. She previously spent almost ten years with Eataly, working across multiple international markets including the United States, Italy, Brazil and the UK.
Working alongside CEO Mohammad Shaikh and Managing Director Arshad Shaikh, both seasoned hospitality professionals with decades of experience, the strengthened leadership team is focused on scaling the business at pace.
With a proven hybrid model, a diversified brand portfolio, new investment backing and an experienced management team, Eatphoria is positioning itself for sustained growth. Through a pipeline of strategically selected sites across the UK, the Group aims to establish itself as a leading force in the multi brand quick service restaurant sector while continuing to create attractive opportunities for franchise partners and expanded choice for customers.
Franchising, Cloud Kitchens and Hybrid Multi Brand Growth
Eatphoria has developed a franchising model built around its hybrid multi brand restaurant format, giving operators the ability to run multiple food concepts from a single site. This structure is designed to maximise revenue potential by serving customers across breakfast, lunch and dinner, while benefiting from shared kitchens, labour and overhead efficiencies.
The Group’s model combines dine in, takeaway and delivery, alongside access to its network of virtual or ‘delivery only’ brands, enabling franchisees to diversify income streams within one operational framework. By leveraging a centralised supply chain, brand marketing and operational systems, franchise partners are supported with the infrastructure needed to scale sustainably.
With refreshed branding for Wraps and Wings, evolving store design and a strengthened senior leadership team, Eatphoria is positioning its franchise offer as a growth focused opportunity for experienced multi unit operators and ambitious entrepreneurs seeking a flexible, future ready quick service restaurant platform.
Our summary in
5 key points
by the l'express franchise uk
(Verified by our writing team)
Eatphoria secures multi-million-pound backing from Italian investor TAN Food
Rapid growth and proven concept
Eatphoria, founded by Mohammad Shaikh and Arshad Shaikh, operates a portfolio of multi-brand quick service restaurants including Wraps & Wings, Eggsquisite, Holy Bagel, Mad About Doner, Dim Dum, and Baskin-Robbins. System-wide sales have grown 163% over three years, surpassing £25 million in 2024, serving over one million customers annually
Multi-million-pound investment
The Group has secured its first UK investment from TAN Food, part of Italian venture capital firm TAN Holding. The funding will accelerate Eatphoria’s expansion and support its hybrid multi-brand strategy.
Hybrid multi-brand and cloud kitchen model
Eatphoria combines dine-in, takeaway, delivery, and virtual brands to maximise revenue streams. Its hybrid model allows multiple concepts to operate under one roof, complemented by cloud kitchens to expand delivery reach without additional physical locations.
Expansion plans and new openings
The company plans to open at least 12 new Wraps & Wings locations over the next 12 months, showcasing refreshed branding, updated store designs, and new virtual brands to meet consumer demand in key UK markets.
Franchising opportunities
Eatphoria’s franchise model offers a scalable platform for operators, leveraging shared kitchens, centralised marketing, and operational support. Franchisees can trade across multiple dayparts, benefiting from a diversified revenue model and a proven, growth-focused business framework.
