Which Wich Superior Sandwich shop at Central Saint Giles in London on a snowy winter's evening.  2100x1400

Source: Which Wich Superior Sandwiches

Which Wich’s shop at Central Saint Giles in London on a snowy winter’s evening

American brand Which Wich Superior Sandwiches is preparing to roll out a franchise model in the UK with a target of 30 sites in the next three years.

Since being founded in Dallas, Texas in 2003 by entrepreneur Jeff Sinelli, the Which Wich estate has grown to over 220 locations currently in the US as well as a handful of outlets spread across the Middle Eastern nations of Saudi Arabia, Qatar, and Oman.

It continued its international expansion in 2018 with a first UK shop at Central Saint Giles in London, subsequently setting up a virtual kitchen in Shoreditch to support online sales for home delivery across the capital.

The brand now looks to attract both multi-site territory and single-site operators with its franchise offer.

“We’ve perfected our craft to bring Which Wich into the UK market and to set up the support system to enable a national UK roll-out,” said master franchisee Rami Awada, who claimed that customers loved the brand for its “foodie vibes” while franchisees appreciated its world-class training and support.

The food offer at Which Wich is said to suit all dayparts, from breakfast muffins (available all day) to customisable hot ‘Wiches’ for lunch or dinner. The entire range – freshly made to order and served hot – includes both chef created and customisable options, and adapts well for walk-in, catering, and home delivery markets.

For health-conscious consumers, any of Which Wich’s ‘Build Your Own’ sandwiches can also be ordered to come wrapped in lettuce, a spinach tortilla, as a salad, or as a ‘skinny’ sub with some of the inside of the bread scooped out.

A crate of Which Wich hot sandwiches for catering

Source: Which Wich Superior Sandwiches

A crate of Which Wich hot sandwiches for catering

The company cited one of the key strengths of its franchise model was flexibility – franchisees can choose to operate a Which Wich from 500 sq ft to over 3,000 sq ft, be it a fast casual store in the high street, a cloud kitchen, a shopping mall location, or even a kiosk.

Which Wich noted it was also being invited to tender for airport and rail locations in the UK after being extremely popular in existing travel hub locations in the US.

“We are looking to open in key towns and cities across the region. We would love to speak to experienced F&B operators from within and outside of the franchise industry,” commented Awada. “If you’ve been dreaming of starting your own business, this could be the opportunity you’ve been waiting for. We give you full training and support – we want franchisees that add to our good vibes, positive energy, and solid work ethic.”

Other international businesses are using franchise models to expand their estates in the UK. Canadian coffee and QSR restaurant chain Tim Hortons, which has rapidly grown its UK portfolio in recent years, recently announced the launch of a franchise model in the UK.