Which Wich Superior Sandwiches has announced Seeds Consulting as its exclusive franchise development partner in the UK.
The partnership between the London-based consultancy firm and the American brand is aimed at supporting its strategic rollout across key regions nationwide.
Which Wich opened its first UK store in 2018, located at London’s St Giles Plaza, with a second site on Fleet Street added earlier this year. It has since confirmed plans to open two more shops in Cardiff via a multi-unit franchise deal with Breaking Brands Management, with further outlets in the pipeline.
The sandwich company is said to offer a proven fast-casual model and strong global brand equity, and has secured new franchise partners to launch in both Edinburgh and Glasgow. The first Scottish location is to be announced soon, while more operators are currently in advanced discussions as it prepares to accelerate its UK expansion – it was previously targeting to have 30 sites by the end of 2026.
Seeds Consulting will look to support Which Wich in building a robust national presence by identifying and onboarding experienced multi-unit franchise partners capable of developing regional clusters in major metropolitan areas including London, Manchester, and Birmingham. It will also oversee franchise recruitment, site strategy, and development planning.
Among the case studies featured on the Seeds Consulting website is café chain Crêpeaffaire, which it helped establish as a successful international franchisor through a partnership in Kuwait. It also promotes franchise opportunities with the likes of Heavenly Desserts, Crosstown, and Pieminister.
“Which Wich brings something truly fresh to the UK fast-casual landscape,” said Chris Palmer, franchise consultant at Seeds Consulting. “The brand’s energy, customisable menu, and efficient operational model align perfectly with what today’s operators and consumers are looking for. We’re excited to partner with Which Wich and anticipate strong demand from established multi-site groups.”
Founded in Dallas, Texas, in 2003, Which Wich has grown to trade at more than 300 locations worldwide. It said it is known for its fully customisable hot toasted sandwiches, innovative ordering system, health-conscious options, and robust catering and delivering model. The company also recently partnered with Nestlé Professional-owned brand Seattle’s Best Coffee.
Which Wich noted its UK expansion comes at a time when the nation’s fast-casual sector is valued at over £20bn and continues to outperform traditional dining categories, creating favourable conditions for scalable franchise concepts.
“The UK has already shown great enthusiasm for the Which Wich experience,” added Rami Awada, UK Master Franchisee. “Seeds Consulting’s deep market knowledge and franchise expertise make them the ideal partner as we build momentum and bring Which Wich to more communities across the country.”
Another sandwich brand continuing UK estate growth is Sandwich Sandwich, which opened a third London site on Tottenham Court Road in October as it moves towards an ambition of 25 sites in the capital by 2030. Meanwhile, Cambridge-based bakery Stir looking to tap into the rise in popularity of gourmet sandwiches, launching a new Marvin’s brand by converting one of its shops.
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