High Spirits

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."

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."

This article was originally published in the July 1996 print edition of Entrepreneur with the headline: High Spirits.