Bubblewrap sets out ambitious roll-out plan

Bubblewrap Waffle is the famous London Chinatown bubble waffle concept that, thanks to its unique recipe and instagrammability, since its debut in 2017 has been making waves both in the digital space and the real world. Time Out and Facebook videos featuring the Bubblewrap concept amount to 33 million views, 211k shares and 188k likes, by far the most popular Time Out Facebook video ever! This has translated into long queues outside the Bubblewrap store, which have spurred Bubblewrap founder Tony Fang to work with professional consultants for months to create an attractive food franchise that could be scaled in the UK and internationally.


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Chinatown-based bubble waffle concept Bubblewrap is to pursue an aggressive development plan across the United Kingdom and selected international markets in partnership with specialist business developer Seeds Consulting.

Launched in March 2017, Bubblewrap instantly became a viral success. Initial Facebook videos created by Time Out & Buzzfeed amounted to 33 million views, 211k shares and 188k likes alone with the former being the highest performing Time Out London Facebook video in history. Bubblewrap currently operates stores in Soho Wardour Street and Covent Garden Market.

Bubblewrap Founder Tony Fang comments: “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. We are committed to helping our franchisees operate in the best sites available using our location expertise and property contacts.”

Seeds Consulting Director Matteo Frigeri adds: “We are excited at the prospect of rolling out Bubblewrap in the UK and internationally. The franchise 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. Bubblewrap high-revenue, low capex model offers the concrete opportunity to have much faster return on the investment.”

Fang points out: “The concept is simple to operate and it does not require previous food experience, however we have created a very structured training and launch programme and we plan to visit each franchisee periodically to help them grow their business via operational excellent and smart local digital marketing.”

About Bubblewrap

Tony Fang created the Bubblewrap brand in 2015 as a project at Imperial College Business School and opened its first location in London Chinatown in 2017 after testing the product in food markets across the capital. Bubblewrap waffles are made based on a secret Hong Kong batter recipe dating back to the 1950s plus their secret twist.

About Seeds Consulting

London-based Seeds Consulting is a leading food franchise consultancy specialising in national and international business development. Founded in 2010 by Matteo Frigeri and David Liveing, the company is the developing force behind international restaurant groups and small to mid-sized companies with strong concepts and an appetite for growth in the UK and internationally.

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