For two decades, Sydney favourite LeWrap has been quietly redefining the quick-service food scene by championing freshness, quality, and community.

Now it’s ready to ramp up expansion, leveraging its loyal following and a robust new support structure.

So what’s the story behind this quiet achiever? Le Wrap was founded in Parramatta in 2005 by Turkish-born Kaan Celik. Kaan wanted to leverage his quick service restaurant (QSR) experience and considered what he could offer that would be different from a typical food court.

“I could see the potential for a fast food outlet with all the food cut fresh on site, cooked fresh in front of the customer, like your mum would make it,” Kaan says.

Fast, fresh food, cooked in front of the customer

In the Le Wrap model he has matched fresh, flavour-packed recipes to speedy service, adding a Mediterranean spin to the food court.

The emphasis is always on good, fresh ingredients, with lots of veggies, no matter what’s on the menu – wraps, salads, plates and steakhouse chips.

The key point of difference is the open-style cooking experience which allows customers to see their meals cooked in front of them. Le Wrap doesn’t just serve food; it brings a touch of theatre to the food court.

Kaan started his brand with a focus on care and quality that keeps customers coming back. His second goal was to bring on board people who are passionate about good food and the customer experience, and wanting to start their own business.

“I wanted to give everyday entrepreneurs the tools to achieve success,” he adds.

The relationships Kaan has built with franchisees and suppliers have proven valuable and long-lasting, and fundamental to Le Wrap’s growth and success.

The franchising journey

Le Wrap began franchising in 2010, and by 2017 had multi-unit franchisees. Today there are 15 stores in New South Wales, one in Queensland and many more to come.

When Covid pressed pause on everyone’s business, it was the perfect time for Retail Systems Group to reflect on and strategically review the brand’s needs and growth strategy.

Manal Haydar, general manager franchising, explains.

“It was a good time for the brand to consider what it has done and what can be done better,” she says.

Over the last few months LeWrap poured energy and investment into strengthening the brand, focusing on building a stronger team and support model so it is well-positioned to accelerate its growth. 

It is opening five sites before Christmas – Revesby and Warringah Mall in November and Stanhope Gardens, Plumpton and Tuggerah in December. Many more exciting sites will follow in early 2026.

Le Wrap kickstarts an ambitious growth strategy

The growth target is ambitious: eight new stores in the next six months, at least 40 stores and a national presence by 2028. 

To achieve this, the brand has introduced major innovations and expanded its footprint beyond traditional food courts.

Le Wrap already offers a kiosk and inline store model. Adding a shopfront format for larger venues to operate on street-front locations allows for extended opening hours, from 9am to 9pm, which enables Le Wrap to build a loyal customer base for dinner trade.

The launch of a new app, digital menus, and self-order kiosks enhance the customer experience while driving store efficiencies.

Le Wrap has also re-evaluated its menu to widen its customer appeal, ensuring the 20-year-old concept perfectly suits today’s competitive environment.

And there’s a fresh, bright store concept rolling out too, using the brand’s signature colours. This brings a dine-in option for families to enjoy a meal, and launches at Revesby, Stanhope Gardens and Plumpton.

And behind all this development is a robust support system, driven by an experienced, dedicated team. This larger team, providing tailored departmental quick service restaurant expertise across franchising growth and expansion, marketing and brand development, systems and technology, area management and training, is crucial to the brand’s accelerated rollout.

LeWrap is kickstarting its ramped-up growth with a limited time ‘reset phase’ offer that significantly reduces entry fees for business owners looking to invest and advances Kaan’s long standing goal to support enthusiastic, passionate individuals establish their own successful businesses with a head start.