Bubblewrap sets out ambitious UK expansion plans

Instagram-favourite London waffle concept Bubblewrap is to expand across the UK with plans to grow to 25 stores over the next five years.

The brand, which has two stores in Chinatown and Covent Garden, has partnered with Seeds Consulting to begin franchising in the UK, central and western Europe and the Middle East.

Bubblewrap was founded by Tony Fang in 2015 and serves Hong Kong-style egg waffles with a wide variety of toppings. Its first Chinatown store launched in 2017 and fast became a social media sensation, with initial Facebook videos created by Time Out and Buzzfeed reaching 33 million views.

According to Seeds Consulting's website a typical Bubblewrap store could be an eat in, takeaway and delivery unit no larger than 700 sq ft in a busy high street, or a 300 sq ft kiosk in a regional shopping mall.

Fang said: "We operate in both the Capco and Shaftesbury estates successfully. We see a huge opportunity with other key landlords in shopping centres, high streets and leisure locations as they can benefit greatly from a unique and footfall-driving concept like Bubblewrap.

"Before Covid, our business was flying. This has allowed us to survive in spite of being located in central shopping districts, and we are now best positioned to take advantage of the new market conditions to scale our brand in the UK and key regions like the GCC [Gulf Cooperation Council]."

Seeds Consulting is a food franchise consultancy founded by Matteo Frigeri and David Living in 2010 and also works with Benihana, Las Iguanas and FlowerBurger.