Matthew Blair is the co-founder and president of World Wrapps, a Bay Area-born fast-casual concept that helped introduce the wrap format to mainstream American dining.
In 1995, Blair and three friends opened the original location in San Francisco, offering globally inspired, customizable meals at a time when that approach was still uncommon in quick-service restaurants.
Blair stepped away from the brand before returning in 2015, when he and co-founder Keith Cox reacquired World Wrapps and launched what they refer to as World Wrapps 2.0. The revived concept has since expanded to six locations across the Bay Area, including Corte Madera, with plans to continue growing throughout Northern California.
Today, Blair oversees the company’s ongoing growth with an emphasis on globally inspired cuisine and consistent hospitality and operations. His work centers on building a fast-casual brand that holds to the same core values it was founded on, which includes way more than just wraps, by the way. Protein bowls, salads, loaded baked potato fries and all kinds of treats and drinks are on the menu.
Amber Turpin: How did you get into this work?
Matthew Blair: I’ve always loved food and the idea of having a place of my own. The idea for World Wrapps actually came together while I was vacationing in Cancun, Mexico, with three friends. At the time, most tortilla-based concepts focused on the standard rice, pork and beans approach, and we saw an opportunity to do something different.
We started imagining our favorite global dishes and flavors wrapped inside a tortilla instead. We were also inspired by brands like California Pizza Kitchen, who helped pave the way for rethinking traditional formats and introducing more globally inspired flavors.
What is your favorite thing to cook (or eat) and why?
Sushi is my favorite thing to eat. I’ll order it whenever possible.
What ingredients do you use or eat the most?
Most weeks, my meals revolve around fish and salads because they’re simple, fresh and versatile.
What are some of your go-to places to go out for a sit-down meal? What about take-out?
For dining out, I really enjoy sushi restaurants because it’s my favorite cuisine overall. For something more casual or quick, I’ll usually go with In-N-Out Burger since you know exactly what you’re getting every time. Buckeye Roadhouse has always been a local favorite, too. It’s owned by friends of ours, and one of those iconic Marin spots that’s been around forever for a reason.
Last meal on Earth?
For a last meal, I’d definitely take the ‘go big or go home’ approach: prime rib and caviar.
World Wrapps, 208 Corte Madera Town Center, 415.927.3663, worldwrapps.com/locations/corte-madera.
