Budd’s Food Flavours, Delight Charcoal Grill and Atari-tei sign agreements as Eatphoria receives dozens of enquiries for its flexible multi-brand model

Eatphoria, the pioneering multi-brand quick-service restaurant group that owns Wraps & Wings, has signed brand licensing agreements with three restaurant operators across three locations, following strong demand for its recently launched licensing proposition. 

The agreements include Buddi’s Food Flavours in Hackney, which will introduce Wraps & Wings, Dim Dum, Mad About Doner and Baskin Robbins; Delight Charcoal Grill in Didcot, which will take on Wraps & Wings, Dim Dum, Mad About Doner and Baskin Robbins; and Atari-tei in Hendon, which will launch Wraps & Wings, Dim Dum, Mad About Doner, Eggsquisite, Holy Bagel and Baskin Robbins.

The deals come just months after Eatphoria launched its brand licensing proposition and follow dozens of enquiries from foodservice and hospitality operators looking to broaden their menus and unlock additional revenue opportunities across all day parts. 

Eatphoria’s licensing model enables operators to add one or more brands from its portfolio into an existing foodservice environment, alongside their current offer. Rather than opening a completely new restaurant, partners can use their existing kitchen, equipment and staff to introduce additional brands, reach new audiences and dayparts, and unlock incremental weekly sales without adding significant operational complexity. Its portfolio includes flagship premium chicken-focused brand Wraps & Wings, alongside Eggsquisite, Holy Bagel, Mad About Doner, Dim Dum and Baskin Robbins.

The model is designed around operational simplicity. Eatphoria’s brands share ingredients, equipment and kitchen space, enabling partners to expand their offer across breakfast, lunch, dinner and late evening without adding significant complexity or overheads. Partners also benefit from Eatphoria’s established menus, supply chain, digital assets, training and central support across operations, marketing and supply chain.

The agreements represent another growth channel for Eatphoria, which operates across more than 35 UK locations and growing. Over the coming months, it is aiming to scale its brand licensing proposition further to empower more contract caterers, universities, forecourts, hospitality and stadium venues to drive growth. 

Mohammad Shaikh, CEO of Eatphoria, said: “The response since launching our brand licensing proposition has been extremely strong. We have received dozens of enquiries from operators looking for new ways to broaden their offer and drive additional revenue, and these first agreements across three locations demonstrate the relevance of the model.

“Operators want to innovate and give customers greater choice, but creating new brands, menus, supply chains and operating systems takes significant time and resource. Our model gives them access to established, differentiated brands, enabling them to trade across different dayparts and scale with us, while supporting our own growth ambitions.”