Fan-Inspired Wrap With a Serious Health Halo

Joey Laufer

Long before “customer-driven collabs” became buzzwords, Carrot Express, a fast-casual concept specializing in health-conscious fare, was taking menu cues directly from its guests. The Liv Wrap traces its roots to a loyal customer who requested a custom combination of grilled chicken, kale, quinoa, avocado, Jack cheese and pesto wrapped into a handheld. The guest happened to be one of the owners of Miami’s famed LIV nightclub, inspiring the wrap’s eventual name. “Sometimes the best R&D happens organically, and the Liv Wrap is a great example of that,” says Joey Laufer, head of culinary.

More than 15 years later, the Liv Wrap remains one of the brand’s top-selling menu items, delivering wholesome ingredients paired with craveable flavors. Herbaceous pesto lends richness, quinoa adds texture and substance, and a bright cilantro-lime dressing ties everything together with a fresh finish.

“The Liv Wrap perfectly captures what Carrot is all about,” says Laufer. “Guests don’t have to choose between eating well and eating something they genuinely crave.” Longevity speaks to the power of that proposition, with the Liv Wrap standing as one of the brand’s most enduring menu successes.

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