Our Story
It all began on a summer holiday in Cyprus in August 2016. Inspired by the incredible flavours of the Mediterranean and frustrated by the lack of fresh, healthy fast-food options back home—our founder, Robert Phipps, saw an opportunity to do things differently.
The idea was simple, to create a healthier fast-food experience centred around freshly made, warm tortilla wraps filled with vibrant, classic ingredients and packed with flavour.
A natural partnership
When Robert shared his concept and vision with his neighbour and close friend of more than 20 years, Bruno immediately recognised its potential. Sharing Robert’s values, passion and belief in the vision, Bruno was the natural choice for a business partner.
Without hesitation, Bruno joined Robert, and together their journey began. Their shared passion for great food and longstanding friendship inspire every wrap, made to order using locally sourced ingredients from nearby farms.
Locally sourced
All our meat, bacon, sausages and free-range eggs are locally sourced from a trusted farm that provides outstanding-quality products.
We truly believe our hot salt beef is the best in town—and The New Yorker quickly became one of our famous and most popular wraps.
Our cooked meat is supplied by one of London’s leading suppliers, trusted by many food businesses for its exceptional quality and consistency.
Our mission is to serve the finest-quality food at an affordable price, while building lasting customer loyalty through exceptional taste, service, and value.
Family heritage
Catering is in Bruno’s DNA. From an early age, his passion for food and hospitality was shaped by working alongside his grandfather and uncle, who had moved to London from Italy and gone on to establish successful cafés and restaurants.
This family heritage instilled in Bruno a deep understanding of hospitality, hard work and the importance of bringing people together through great food. Those values remain at the heart of his approach and continue to shape the business today.
Rob and Bruno are really fortunate to have such a supportive family network helping with their business. Rob's son manages social media and website content, and Bruno's nephew Louis assists at larger events — a strong, united effort behind the brand.
