Speaking to British Baker, Alex Oswiecinski, director of international development, said that Which Wich? will look to enter the UK in the next 12 to 18 months, most likely starting in London.
The chain offers customisable “wiches”, from the signature Wicked sandwich, filled with five meats - turkey, ham, roast beef, pepperoni, and bacon - and choice of three cheeses.
The Which Wich? menu also includes vegetarian options, such as tomato & avocado and black bean patty, as well as many healthy wiches and bowls for less than 400 calories each. Guests can dine in or take out. Catering is also available.
“We tend to take a five- to 10-year vision for new markets, but the exact pace of development can change based on how the brand is initially accepted and macroeconomic conditions,” said Oswiecinski. “Once we launch the first location, the plan is to build out multiple units each year to create a presence for the brand.
“The UK already has a ‘sandwich culture’ and an appreciation for fresh, convenient, high-quality food. While the British consumer already has many options when it comes to sandwiches, there is a niche for our brand and product in the UK, just like there was 10 years ago in a very competitive US market.
“We see London as an ideal starting point for all of Europe. We have opened Which Wich? in four countries, and now have both the processes and global support team to bring Which Wich? to the UK.”
Founded in Dallas in 2003 by restaurant entrepreneur Jeff Sinelli, the sandwich chain has become best known for its customisable sandwiches, creative ordering system and personalised sandwich bag.
The brand currently has 350 locations in 38 American states and four countries.