Tortillas. Pitas. Roti. Lahvosh. Few retailers spend much time thinking about these ethnic flatbreads, but if industry observers are correct, they soon will be.
We're talking wrap sandwiches, the latest quick-dining trend and one that fast-food restaurants are adapting with a frenzy.
These humble sheets of dough with fresh food rolled inside them could help retailers provide a contemporary alternative to the tried, true and tired supermarket sandwich. Or, less optimistically,