Texas sandwich chain Which Wich has signed its first UK multi-unit franchise agreement, marking an important step in its plans for national expansion.
The deal with Breaking Brands Management, led by operator Steve Lewis, will see sites open in Cardiff with exact locations and timelines to be shared in due course, according to the firm. It added that with a strong background in hospitality and food retail, Breaking Brands is ‘well placed’ to support a successful rollout of the brand which will be overseen by operations manager Chris Young.
Which Wich is renowned for its fully customisable toasted sandwiches which are freshly made to order and served hot. Options include the Philly cheesesteak, shrimp po’boy, garlic chicken, loaded BBQ pork, and mushroom avocado melt. Alongside sandwiches, it also serves up savoury breakfast muffins, porridge, fries, milkshakes, and other beverages.
“We’re only just warming up – this is the first of many exciting announcements we’ll be sharing,” said Rami Awada, UK master franchisee of Which Wich who will continue to lead the national expansion strategy.
“Cardiff ticks all the right boxes: diverse, energetic, and full of opportunity. Partnering with a trusted operator like Breaking Brands, we’re set to take Cardiff by storm as we bring our fresh, made-to-order Wiches to new communities across the country.”
Founded in Dallas, Texas in 2003, Which Wich has expanded internationally first landing on UK shores in 2018 with a site at the St Giles Plaza in London which is still operational today. This has since been joined by another location in the capital on Fleet Street.
In late 2023 Which Wich announced its franchise model for the UK market with a target of 30 sites operational by the end of 2026. Offering an update on this, the firm told British Baker it ‘remains optimistic’ about hitting this target with several sites already in the development pipeline and more to come after it took part in its first franchise exhibition earlier this year.
The business is franchising nationally across the UK and is ‘highly adaptable’ to a wide range of commercial spaces, including high streets and city centres as well as non-traditional settings like travel hubs, railway stations, airports, service stations, and kiosks. These spaces can range from a compact 500 sq ft to 1,500 sq ft and beyond, it said adding that it is in ongoing discussions with several key property groups.
Which Wich isn’t the only sandwich specialist targeting growth on these shores. Family-owned Sandwich Sandwich, which has two sites in Bristol and a further two in London, recently revealed plans to reach 25 stores in the capital within the next five years.
Subway, meanwhile, ranks as the UK’s third largest bakery brand in the out-of-home market, beaten only by Greggs and Costa.
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