Top Picks

What's the rap on wraps? They're still hot-decidedly so. "We're continuing to see wraps proliferate across the country," says Will Weisman, a partner in the San Francisco-based World Wrapps Inc. food chain. "Wraps are showing up on the menus of a lot of national food chains, and a [growing number] of small independent restaurants throughout the country are focusing on wraps."

Skeptics who once considered the handheld delicacies-unusual ingredients wrapped in flavored tortillas or pitalike flatbreads-too exotic for mainstream American tastes are singing a different tune of late. After all, if no less a national brand than KFC is getting in on the wrap act, then there's clearly a widespread demand.

Widespread enough, in fact, to encourage supermarkets to begin stocking prepackaged wrap products. "The bottom line is, it's a great way to eat," says Weisman, who has 27 World Wrapps locations on the West Coast. "[Wraps are] portable-and you can put a wide variety of ingredients in them."

Indeed, due to the growing trend of eating in cars, the portability of wraps is undoubtedly a plus for ever-mobile and ever-busy Americans. Yet don't underestimate the value of wraps' image as a healthy-and, not incidentally, tasty-alternative to the sandwich. And, too, note how many wrap restaurateurs are beginning to offer smoothies as an added attraction for customers.

Speaking of added attractions, the fledgling wrap entrepreneur might consider offering a few-particularly in light of increased competition in the industry. Think of it this way: As mainstream acceptance of wraps grows, more companies are diving into the water. Even still, this isn't a market easily wrapped up.

This article was originally published in the December 1997 print edition of Entrepreneur with the headline: Top Picks.