multi brand, one vision.
ABOUT US
At Eatphoria, we are committed to brand development through real, ongoing innovation, from testing new food concepts to improving customer experience and marketing tools. We constantly refine what we offer to help our partners grow and stay competitive.
our journey & evolution
why join eatphoria?
With a solid track record of running successful restaurants, we know what it takes to make growth happen. Our UK team is stacked with experts in site development, design, build, training, operations, supply chain, tech, and marketing, all here to help you scale fast and smart.
We’re expanding across the UK and looking for ambitious partners to join the journey. Whether you’re a seasoned multi-unit operator ready to take on a big territory or a single-store owner hungry to grow, our franchise model is built to help everyone succeed.
SUPPLY CHAIN
- National partnerships with tier-1 suppliers covering all UK mainland
- Fully traceable, HMC-certified Halal ingredients locked
- Dedicated franchise supply-chain manager
Onboarding & Training
- In-depth training covering operations, processes, and brand standards
- Dedicated launch team on-site from day one through your opening weeks
- Step-by-step tech tutorials for POS, tablets and all systems
- Instant digital library: posters, SOPs, allergen charts and daily docs
Culinary Innovation
- Dedicated R&D chef team tracking trends and customer feedback
- Seasonal Limited Time Offers
- Full training videos, portion guides and launch kits
Operations
- No qualified chefs required
- Full assembly-only system
- Regular store visits and audits
Marketing
- Ready-to-use digital assets
- Locked aggregator promotions & ads strategy
- Monthly social media calendar
MEET THE TEAM
mohammad shaikh
ceo & founder
Mohammad leads the vision and growth of Eatphoria’s multi‑brand restaurant platform and its flagship concept, Wraps & Wings. He brings more than a decade of leadership within the Group and a long background in hospitality and catering. Before launching Wraps & Wings and later Eatphoria, he co‑founded Cater Direct, supplying in‑flight meals to 13 airlines before expanding into wider catering services. Since 2014, he has focused on brand innovation, menu development, and technology‑driven operational excellence. Outside of work, he enjoys travelling and playing badminton.
Arshad Shaikh
MD & Co-founder
Arshad oversees the growth of Eatphoria’s multi‑brand restaurant platform and its flagship brand, Wraps & Wings. He previously founded Cater Direct in 1994, a successful family‑run catering company serving schools, universities, travel agencies, and large‑scale events. With hospitality rooted in his upbringing and early mentorship from his father, who opened one of Mumbai’s first juice bars, Arshad is committed to carrying forward his family’s entrepreneurial legacy and shaping the future of Britain’s food and hospitality industry. He is a Formula One enthusiast and loves spending time with his grandchildren.
OMAR FAROok
co-founder & board member
Omar Farook is a highly experienced hospitality operator with more than 35 years across multiple ventures in the sector. As a Co‑founder and board member of Wraps & Wings, he plays a key role as a brand ambassador and strategic advisor, shaping the company’s long‑term direction and supporting the evolution of its multi‑brand restaurant platform.He brings deep industry intuition, commercial insight and a hands‑on understanding of operational excellence, contributing to the continued growth and positioning of Wraps & Wings within the Eatphoria Group. In his personal life, Omar is a keen and competitive badminton player and enjoys spending time with his grandchildren.
richard benton
coo
Richard leads the performance and operations of Eatphoria’s multi‑brand restaurant platform. He joined from Demipower Group, KFC’s leading UK franchisee, where he oversaw operations for more than 120 sites. His career includes over 25 years at McDonald’s in senior roles across technology, systems, and franchisee best practice, including leadership of the Olympic Park Stratford restaurant, the busiest McDonald’s in the world.
olivia vachon
head of marketing
Olivia guides brand strategy and marketing across Eatphoria’s multi‑brand restaurant platform. She joined from Miscusi, Italy’s leading fast‑casual pasta brand, where she served as Brand Director overseeing national marketing strategy. Previously, she spent nearly ten years at Eataly in senior marketing roles, guiding B2C and B2B strategy and supporting the company’s expansion into the UK and Brazil. In her free time, she enjoys hiking, jazz, food adventures and a good quality matcha.
tony day
design & construction manager
Tony leads design and construction for Eatphoria, bringing over 30 years of experience across hospitality, retail, and large‑scale development. He spent 11 years at Pizza Hut Restaurants delivering major projects, including a £60m refurbishment programme and the brand’s final new restaurant opening in Leeds. His wider career includes senior roles with HMV, Virgin Group, Dixons and Currys, where he delivered high‑profile retail projects such as a Virgin flagship store in Glasgow. Outside of work, he loves architecture and appreciates great films.
matthew chapman
head of sales
Matthew drives the expansion of Eatphoria’s brick‑and‑mortar franchise network, bringing more than 25 years of commercial leadership across franchising, fitness, beauty, and flexible workspace. He has held senior franchise growth roles with Snap Fitness and Dubai‑based Omorfia Group, and previously led operations as a General Manager at Regus. He combines strong commercial acumen with a people‑first approach, helping new partners scale confidently and sustainably. Away from the office, Matthew is a former rugby player who enjoys time with his family, Sunday movie nights and firing up the BBQ for friends.
osama shaikh
head of franchise operations
Osama Shaikh leads franchise operations across the Eatphoria network, bringing extensive experience from working within the Group since its earliest days. He began his career in store operations before moving into head office roles, gaining a strong operational and commercial understanding across multiple departments. This broad foundation enables him to support franchise partners in driving performance, strengthening operational standards and building sustainable growth. In his personal life, Osama enjoys cooking and travelling, especially exploring new cultures and cuisines.
lee brand
franchise development manager
Lee supports the development and scalability of Eatphoria’s franchise operations. He brings 27 years of McDonald’s experience, progressing from Shift Manager to senior leadership with national‑level exposure across operations, product management, compliance and systems excellence. Within a major Greater London franchise group, he oversaw 10 restaurants, leading performance, customer experience and team development. In his personal time, Lee enjoys board‑game nights with his family and has a lifelong love of puzzles.
michael harris
head of purchasing
Michael leads purchasing for Eatphoria, bringing a uniquely broad career that spans engineering, restaurant operations, and more than three decades in national foodservice supply. Trained as a chemical engineer, he spent five years as a restaurant manager before joining Bidfood, where he built a 32‑year career across UK contract sales. He worked in five major depots and rose to Sales Manager for the South East, managing key supplier relationships and overseeing complex, high‑volume contracts. His depth of experience across procurement, logistics, and supplier negotiation underpins Eatphoria’s scalable, quality‑driven supply chain. He spends his free time travelling or relaxing at the pub, enjoys real ale, and has been a DJ since he was 16.
