Bubblewrap plans 'aggressive' expansion across UK

26-Mar-2021 - Last updated on 26-Apr-2021 at 16:41 GMT

Chinatown-based bubble waffle concept Bubblewrap, which is credited with starting the craze for the Hong Kong dessert on these shores, has unveiled plans to roll out across the UK and internationally.

The brand, which currently operates two sites in the capital, in Chinatown and Covent Garden, wants to expand 'aggressively' across the country with high-footfall locations that attract its core demographic of young people, such as shopping centres and leisure locations its target.

Bubblewrap started out as a project in Imperial College in 2015, when founder Tony Fang wanted to reinvigorate the traditional Hong Kong street snack of egg waffles from the 1950s. It initially opened a pop-up stall in Berwick Street Market, in Soho before opening a debut bricks and mortar site in March 2017 in Chinatown.

The brand, which is known for lavishly topped waffles served in a cone with ice cream and various toppings, became a social media hit with Facebook videos created by Time Out & Buzzfeed amounting to 33 million views, with the former being the highest performing Time Out London Facebook video in history.

The Chinatown venue has been a particular hit among Generation Z consumers and would often have long queues outside. Bubble waffles have since started appearing on menus across the country as a result of Bubblewrap's popularity.

“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,” says Fang.

“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 in key regions like the GCC.”

Bubblewrap is partnering with London-based business developer Seeds Consulting on the rollout.

“The market is craving for a dessert concept that is both so social media friendly and scalable. What we have is labour-intensive concepts trading with a wide menu from large and thus expensive locations,” says Seeds Consulting director Matteo Frigeri.

“Bubblewrap’s high-revenue, low capex model offers the concrete opportunity for a much quicker payback.”