Manal Haydar, general manager – franchising, explains what’s driving this fast food chain and the plans for growth.

How long has LeWrap been trading?

The brand was born in 2005 and two years later began franchising.

What does it cost to buy a franchise?

Franchise opportunities start from $280K+GST.

What is the core of your business?

Delicious, high quality meals made fresh, without the wait – wraps, salads and bowls are our speciality.

Who is a typical customer?

The typical LeWrap customer is someone who values fresh, fast, and wholesome food – good food with convenience, without compromise. LeWrap caters to a wide customer base offering the ideal breakfast and lunch options. We are now rolling out shopfront locations across the country allowing customers and families to dine in and enjoy a LeWrap dinner or order online and enjoy from the convenience of their own home.

What makes your brand stand out from the competition? 

LeWrap stands out from the competition through its fresh, made-to-order approach. Every wrap, plate, and bowl is cut fresh, grilled fresh, and assembled right in front of the customer. With a focus on wholesome ingredients, bold flavours, and a modern fast-casual experience, LeWrap bridges the gap between healthy and craveable, offering real food made with love and speed to always please our customers.

Why is this a good business for a franchisee to buy into?

This is a turnkey business; we build the store and hand over the keys. It’s an attractive and affordable entry price, with the opportunity for a great return on investment.

This is a unique business concept and franchisees are not alone on the business journey.

LeWrap is backed by Retail Systems Group, formed after its merger with Ali Baba in 2017. There is support from a dedicated and highly experienced team with combined experience of over 30 years in the fast food industry. 

Which element of franchisee support that you provide do you think is the most well received and why?

Our comprehensive four-week training in one of our training stores with a further two weeks training and support in your store once doors open.

At LeWrap, we believe that our franchise partners are never in business alone — you’re backed by a full team of experts dedicated to your success. From day one, our support covers every stage of your journey:

• Operations support: Ongoing business guidance from our experienced field operations team, helping you maximise sales, manage costs, and maintain consistency across your store.
• Training support: Comprehensive initial and ongoing training to ensure you and your team have the skills and confidence to deliver the LeWrap experience every day.
• Marketing support: National and local area marketing strategies designed to drive brand awareness, customer engagement, and sales growth.
• Brand support: Access to proven brand systems, visual identity, and menu innovation to keep your store competitive and relevant.
• IT and systems support: Advanced POS systems, reporting tools, and technical assistance to help streamline your daily operations.
• Franchising support: Dedicated franchising team to guide you through approvals, onboarding, and long-term business development.
• Legal and leasing support: Expert assistance in navigating lease negotiations, renewals, and compliance, ensuring peace of mind and stability.

At LeWrap, we’re committed to supporting you every step of the way, helping you build a thriving business that serves fresh food and real success.

How many hours a week does a franchisee typically work?

A LeWrap franchisee typically works 40 to 50 hours per week, especially during the first few months of operation. This allows them to fully understand the business, manage staff, and ensure smooth daily operations. Over time, as the team becomes more experienced and efficient, many franchisees are able to reduce their hours allowing flexibility as well as more time to focus on management and growth of their business. 

What drives your growth strategy?

LeWrap’s growth strategy is driven by a focus on quality, innovation, and strong genuine partnerships. We’re expanding strategically into high-traffic retail and lifestyle destinations to increase brand visibility while maintaining operational excellence. 

Our growth is also powered by:

• Franchise partner success – we grow by supporting our franchisees to be profitable and sustainable long-term.
• Customer demand for fresh, fast, and healthy – responding to Australia’s growing appetite for nutritious, made-to-order meals.
• Operational efficiency – refining systems, training, and technology to ensure every store runs smoothly and profitably.
• Brand awareness– investing in marketing, digital platforms, and local area engagement to strengthen community connection.

LeWrap’s growth is built on smart expansion, consistent brand delivery, and shared success with our franchise partners.

What are your expansion plans for the next five years?

LeWrap has ambitious expansion plans for the next five years. We aim to triple the store count: LeWrap aims to grow from 15 to 45 stores by 2028, marking a 300 per cent increase in its Australian footprint.

Most of the expansion will be concentrated in New South Wales, particularly in high-profile shopping centres and shopfront locations within urban growth corridors.

With more than eight locations sold in under five months the interest is strong and LeWrap is looking for new site opportunities across the country.

While New South Wales is the primary focus, LeWrap is also exploring other states, with plans to further expand our store numbers in Queensland and break borders entering new markets.

To attract new franchisees, LeWrap is offering a limited-time waiver of franchise fees for selected locations, potentially saving franchisees up to $100,000. The total investment to own a LeWrap franchise is around $280,000, which includes fit-out and equipment.

Please share one exciting innovation/ development you have planned

One exciting innovation LeWrap is rolling out to meet evolving customer expectations is the launch of a mobile app and self-service kiosks across its expanding store network.

LeWrap is developing a dedicated mobile app that will:

• Allow customers to order ahead and skip queues
• Offer personalised deals and loyalty rewards
• Enable real-time tracking of orders and promotions
• Integrate with digital wallets for seamless payments

The LeWrap app is designed to enhance convenience, especially in high-traffic locations like shopping centres, and will support LeWrap’s broader digital transformation strategy.

To streamline in-store operations and improve customer experience, LeWrap is also introducing self-service ordering kiosks in select locations. 

These kiosks will:

• Reduce wait times and improve order accuracy
• Enhance the customer journey through speed of service
• Allow customers to customise their meals with ease
• Free up staff to focus on food preparation and hospitality

The kiosks are part of a broader tech-forward strategy to modernise the customer journey and align with global QSR trend.