It all began during a summer holiday in Cyprus in August 2016. Surrounded by incredible Mediterranean flavours and frustrated by the limited fast‑food choices back home, I realised how little the market offered for people who wanted something quick but genuinely fresh. I’ve always had a passion for food, and the more I thought about it, the more obvious the gap became.
That’s when the idea took shape: a healthier fast‑food concept built around freshly made, warm tortilla wraps filled with classic, vibrant fresh and tasty ingredients.
A real alternative to the heavy, processed options dominating the high street.
Robert Phipps Founder.
Our Story
The idea first took shape during a conversation with my neighbour, Bruno, who was in the middle of launching a mobile pizza truck — a concept where customers place their order and the pizza is cooked fresh the moment the truck arrives. Catering is in his DNA; both of his grandfathers came to London from Italy and built successful café‑restaurant and knife‑sharpening businesses.
Having been close friends for more than twenty years, bonded by a shared passion for great food and a strong work ethic, Bruno was the first person who came to mind when I began shaping the vision for Itz’a Wrap.
When I shared the concept with him, he was instantly absorbed — enthusiastic, energised, and full of ideas. His reaction confirmed what I already knew: he was the right partner. He accepted without hesitation, and together we began a journey that we hope will grow into a worldwide brand.