opened February 1997
The mother ship. Our first restaurant. Formerly a depressing pizza shop and prior to that a thriving smoke shop. In 1996 when we were looking for our first location the neighborhood was quite different than it is today. We loved the energy and edginess of Berklee College and its students – the guys who made their homes on our doorstep not so much…we plowed ahead with few other options – landlords weren’t really interested in talking to us. One of the founders actually did most of the construction with his own two hands – he hammered, another held the nails for him, and a third messed around with recipes. The fourth and final co-founder was still in school writing the business plan and otherwise adding little discernible value.
In our first year, an inspector visited us (with cigar-in-hand during a crowded lunch hour) and informed us that we didn’t have a license for any seats (hey, don’t those just come automatically?). So, for about a month, our baby was standing-room only. On top of that, we received a cease-and-desist letter from Marriott telling us that they had trademarked our original name, “Under Wraps”. A customer contest quickly led us to change the name to “The Wrap” (“Boloco” followed 7 years later – click here to find out why). There are other stories… maybe one day they will all be told.