US sandwich chain Which Wich is coming to the UK
The company will open its first sandwich shop in London’s Central St Giles, on the site of the former Spaccanapoli Italian restaurant, later this month.
Founded in Dallas, Texas, in 2003, the company now operates around 500 restaurants in 10 countries. It takes a Subway style approach, with customers able to choose from a set menu or customise their sandwiches by ticking off the toppings they would like using one of its build-your-own sandwich bags.
The UK launch of Which Wich is being led by Rami Awada of AAA Investment House and Kevin Todd, former managing director at Mitchells and Butlers. The first UK restaurant will be ‘adapted to match Londoners’ sophisticated’ needs, says the company, and will feature a bespoke London menu.
The design and fit out of the restaurant will also be 'tailored to the London cosmopolitan market', according to the company.
“Innovation is essential to enter the London market,” says Awada. “We have looked at every aspect of the guest journey and taken each element apart and built it back again with quality, speed and fun in mind. Sourcing the freshest and highest quality is our foremost agenda.”
There are initial plans to open 10 sites in the capital, according to BigHospitality’s sister website MCA.
Which Wich is the latest of the US-based customisable sandwich chains to attempt to emulate the success of Subway on these shores. In 2015, Chicago-based fast-casual brand Potbelly opened its first UK site in London’s Westfield Stratford shopping centre.
At the time of launch the company said it hoped to open 10 sites in the UK over the next five years as part of a franchise agreement with Buraq Retail, but is yet to open a second one over here.
