The restaurant has secured a 750 square feet unit in the St Giles Plaza to kick start its national expansion this February.
Founded in 2003 by entrepreneur Jeff Sinelli, Which Wich is known for its customisable sandwiches, creative ordering system, and personalized sandwich bag. Guests use red Sharpies to mark their choices from a pre-printed menu of breads, fillings and toppings, on brown sandwich bags. All the sandwiches are served hot, with more than 40 toppings to choose from and the first UK restaurant will feature a revitalised look and a bespoke London menu.
Managing director Rami Awada said, ‘’We feel the market is saturated with cold grab-and-go sandwich offerings, and Londoners will welcome a change in pursuing their beloved sandwich habit. We have witnessed the high-quality burger revolution and we now feel London is perfectly placed to receive our hot, premium quality sandwiches.
‘’With Brexit coming along, a lot of the exaggeration in the London market has been exposed with extremely high rents and business rates driving some chains out of business. Other chains are scrapping expansion plans and shutting down multiple units. Rather than worry about these developments, we actually feel this is a great opportunity for us to enter this exciting market with long lasting business terms.
“We have the utmost trust and confidence in the quality of our sandwiches and the Which Wich brand, and we are excited to enter the market now when most are pulling out," Awada added.
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