They came, they saw, they wrapped. Burned out on the usual
greasy fare of hamburgers, tacos and the like, an increasing number
of fast-food patrons are opting instead for the latest creation:
wrap food.
Essentially, "wraps"-probably most easily thought of
as a variation on the classic burrito-are flavored tortillas or
pitalike flatbreads wrapped around ingredients as varied as Thai
chicken, Peking duck, steak and vegetables.
"We've taken the burrito and made it into a world
traveler," says Will Weisman, 27, one of the four founding
partners of San Francisco-based World Wrapps. "It's
probably the hottest thing happening right now in quick-service
food."
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Of course, World Wrapps isn't the only wrap act in the
industry. In addition to forays by such restaurant giants as KFC
and Chevys, the Atlanta-based Great Wraps! chain offers its own
version of wrap food-crepelike pita bread wrapped around meat and
vegetable fillings. With 50 units, Great Wraps! claims to be the
largest chain of its kind in the nation.
"Probably everyone thinks their product or service is going
to be around forever," muses Weisman. "But I believe
[wrap food] has a lot of staying power."
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