That's a Wrap

And that’s a wrap … and that’s another wrap … and that’s yet another wrap... No, I’m not concluding multiple film projects, moonlighting as a movie director and following in the beautifully twisted footsteps of my late, great, twice-odd-removed cousin Sam. Such scattered observations have simply been the norm over the last year or so as I perused menus around the country—from fine dining to QSR and all stops in between. Wraps have gone from innovative sandwich spin in the 1990s (now simply another form of sandwich) to entering nearly every foodservice daypart and section of the menu—from appetizers all the way through dessert, morning to night.

I just finished editing an article covering wrap trends at the nation’s chain restaurants (which will run in the June issue of CULINOLOGY®), and I can, without a doubt, say that the fire driving this approach to product and menu development is far from extinguished. In fact, it’s building intensity. As more wrappers present themselves to R&D—from flatbreads of all ethnic stripes (watch for more South Asian roti and South American arepas) to Asian wontons (the Chicago Tribune ran a recent article on the versatile wonton) and nori, new tortillas that make use of gluten-free grain and nut flours, and so on—they easily devise new ways to put them to use. Ravioli and eggrolls of endless diversity have hit the left-hand side of the menu, and the sandwich segment continues to add new wraps to its ranks. And those times of day when only a little nosh is called for? QSR has you covered with an increasing array of snack wraps. Street food has picked up considerable steam in the last couple of years, and wraps are a firm part of those traditions. Even desserts are getting in on the action. After all, what’s mochi ice cream except a new wrapped dessert? I’ve also seen wontons employed as bowls for ice cream, and anticipate much more activity in this area. This works in reverse, too, as crêpes move from sweet to savory.

Key foodservice trends trickle into retail, and some inroads have already been paved (think frozen, heat-and-serve gourmet appetizers). But much ground remains to be covered in both foodservice and retail before we’ll be ready to wrap this trend up.