Texas-born sandwich brand Which Wich has signed a new multi-unit franchise agreement in London, marking a key milestone on its UK expansion journey.
Following the opening of the brand’s branches in Fleet Street and Tottenham Court Road, the latest deal will significantly enhance the brand’s presence and equity in the capital, it said.
The agreement forms part of a broader UK growth strategy focused on developing regional clusters and securing prime sites in high-footfall areas including high street locations.
In December, the business announced Seeds Consulting as its exclusive franchise development partner for the UK. The consultancy aims 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.
This appears to be underway as the sandwich brand opened its first site in Wales at St David’s Shopping Centre in Cardiff in January, with a second site in Central Square due to open shortly. Elsewhere, it said sites in Bristol, Swansea, and Cardiff are also in the pipeline.
This is an exciting moment for Which Wich in the UK as we continue to build real momentum across multiple regions,” said Rami Awada, UK master franchisee of Which Wich. “From strong performances in London to our expansion into Wales and upcoming launches in Scotland and the South West, we’re seeing strong demand for a high-quality, customisable offer.”
Founded in Dallas, Texas in 2003, Which Wich has grown to more than 300 locations globally where consumers can customise their sandwiches from a range of options. This includes the Shrimp Po’ Boy with breaded shrimp, Cajun tartar and pickles, as well as the Salt Beef Reuben with salt beef, Swiss cheese, sauerkraut and thousand island dressing.
The premium sandwich scene is gathering pace as consumers demand bigger fillings, bolder flavours, and better carriers from operators. As such, Which Wich isn’t the only sandwich specialist looking to grow its estate – Jersey Mike’s Subs, for example, is targeting 400 sites in the UK & Ireland via a new franchise deal, while Sandwich Sandwich continues its London expansion.
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