News

Great Wraps announces rebranding efforts

July 1, 2013

Great Wraps, an Atlanta-based, hot-wrapped sandwich, grilled sandwich and fresh salad concept, has recently brought on Matthew DeBusk as VP of brand development to lead its rebranding efforts and franchise expansion.

"We and our entire franchise system are thrilled to have Matt join our Team," said Mark Kaplan, chairman of Great Wraps Inc. "He brings proven franchise experience and is already making a huge impact at all levels of the organization."

While Kaplan recognizes that bringing on a key new member of any executive team can be a hit or miss proposition, he says he knew the instant he met DeBusk that they saw eye to eye.

"I had heard about Matt from his days at Moe's Southwest Grill and asked him initially to spend 30 minutes with me to provide feedback on our rebranding and franchise expansion efforts," Kaplan said. "But the more we talked about where Great Wraps was headed, the more I realized that the person that should lead the way was right in front of me."

Over the next several weeks, DeBusk helped Kaplan map out the framework for Great Wraps' brand reimaging, menu refinements, franchise support systems, strategic expansion plans, and a greater focus on expanding its new hoodless cooking operation to college campuses, airports and military bases.

"After the full immersion into our brand, it was just a natural move to bring Matt on board to lead our expansion and rebranding efforts and we are excited about the opportunity this presents to our entire organization," Kaplan said.

DeBusk's new role will primarily be to focus on driving franchise growth via new and existing partnerships. It will also include exploring how Great Wraps may best appeal to individual consumers and families focused on fresh, healthy and flavorful fast casual dining options.

"Our guests already demand a high quality product, which is why we prepare each sandwich and salad to order using the best ingredients available," DeBusk said. "However, I believe Great Wraps is well positioned to broaden its appeal to a younger market and be more relevant in today's competitive marketplace. The brand has always been unique, healthy and fast, but our focus moving forward will be on what today's consumer is demanding, which is flavor. We are a brand that is thriving at the intersection of 'Flavor and Health', which has become very valuable real estate in the quick-service food segment."

DeBusk had been a long-term member of Moe's Southwest Grill's executive team, initially supporting store operations and then moving on to franchise development. He then assumed a lead role in the franchise development of Shula's Steak House and Shula Burger restaurants.

"I see this as a remarkable opportunity to work with a dynamic team and accelerate the growth of this niche brand into a national powerhouse franchise system," DeBusk said. "The unlimited opportunity for the Great Wraps organization and our franchise partners makes this a truly exciting time."

Great Wraps has been serving made-to-order hot wraps, grilled sandwiches and fresh salads for more than 25 years with more than 80 locations in more than 15 states. The brand was acquired in 1989, by partners Mark Kaplan and Bob Solomon, former top-level executives at The Coca-Cola Company, and has been focused on delivering quality to consumers and franchisees ever since that time.

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