Great Wraps announced a comprehensive brand initiative to better emphasize its commitment to serving fresh, hot-off-the-grill wraps, sandwiches, and bowls. This brand initiative includes expanding the brand name to Great Wraps Grill, focusing operationally on cooking fresh menu items, and offering customers more opportunity to customize dishes.

"When we founded Great Wraps more than 25 years ago, we set out to provide a balance between hot, craveable comfort food, healthy menu options, and off-the-chart flavor. We did that by cooking chef-inspired recipes fresh and hot-off-the-grill for each customer. As we grew, we knew we had to speed up the operation to handle the customer demand, causing us to rely less on the grill. Fast forward to now, with better operating technology, we can again offer freshly grilled menu items while maintaining acceptable wait times," says Mark Kaplan, CEO and chairman of Great Wraps Grill. "Very simply, we're returning to our authentic grill roots. The results in our test stores have been astonishing, and we're so excited to expand this system wide."

Beginning next month, Great Wraps Grill will incorporate an updated logo and tagline on in-store and outdoor signage, packaging, and marketing collateral.
Great Wraps Grill's new store design boasts a clean and modern look, ideal for various venues including airports, regional malls, college campuses, medical centers, business parks, and more. With the grill front and center, visible cooking, full-menu customization, and an extensive flavor bar to further enhance offerings, customers will quickly discover that they can get freshly cooked, healthy wraps, sandwiches, bowls. This new operation and design allows for venue flexibility and provides an extensive menu, including options for breakfast or catering depending on the venue. It serves the tastes of customers looking for both comfort and healthy menu options.

"What I love about Great Wraps Grill is not only the brand evolution and innovation, but also how we have kept the menu authentic and true to what customers have loved about our products from the very beginning,” Kaplan says. “We can't wait to see how customers and landlords react to our revitalized, branded dining experience.”