Eatphoria, the parent company behind Wraps & Wings, Eggsquisite, Holy Bagel, and other virtual brands, is formalising its operations to support accelerated UK expansion. With a strong presence in London, Norwich, and Worcester, the group is using insights from years of virtual brand trading to identify concepts ready to scale into brick-and-mortar locations. Over the next year, Eatphoria will open at least a dozen hybrid Wraps & Wings sites, including the first in Kensington, while launching new concepts like a healthy chicken proposition. The company’s strategy focuses on appealing to millennial and Gen Z consumers and testing new ideas backed by robust delivery data.