Atlanta-based Great Wraps has unwrapped a new brand image and design prototype aimed at taking the 75-unit chain back to its roots. Renamed Great Wraps Grill, the new prototype squarely focuses on recreating the cooked-to-order, hot-off-the-grill appeal on which the concept was founded more than 25 years ago — and from which it had drifted, according to Mark Kaplan, CEO and chairman for the restaurant chain.
"As we grew, we started to move off the grill into other items in the interest of speeding ticket times. But customers told us that what really makes this brand special are the freshly grilled items," Kaplan says. "Thanks to new cooking technologies, we can now refocus on fresh-grilled items and still get the speed that we need."
In March, the first new prototype store opened in Barton Creek Mall in Austin, Texas. Jackie Bak, store development manager, says the new design elevates the brand's look and puts the focus on the grill and the fresh ingredients. "Previously, everything was very loud, bright and in-your-face in terms of colors and messaging," says Bak. "We wanted everything to revolve around the hot-off-the-grill essence of the brand. That meant simplifying the overall design. We chose a neutral color palette, wood-look tile and big, beautiful digital menu boards with great food photography that draws people in."
Kaplan notes the new flexible prototype design allows franchisees to take it into a variety of spaces, including nontraditional segments. Franchisees can opt to work with a larger, café version with seating as well.
Photo by Eric Pohl, Eric Pohl Photography & Design