US sandwich chain Which Wich finally rolls out

The​​ US-founded​​ sandwich chain launched a restaurant in Covent Garden’s Central St Giles development in early 2018 with plans to open a further 10 locations in the capital but has been stuck at one until now.

Which Wich says it had planned to launch a brace of City of London locations but that the pandemic has caused it to adjust its 'short-term expansion plans' and loom to build on the success of its delivery business at its central London site. 

“In a challenging time for the London hospitality market, we are delighted to have the proven track record to launch new openings, bringing renewed menu choice to London customers and new jobs for talented team members,” says master franchisee Rami Awada.

Awada says he is 'very confident' that it will rollout in the UK and that the delay is down to the brand needing to be tuned for the UK market. 

"Our ambition for the brand expansion is unchecked," he continues. "As soon as we see evidence of recovery from the pandemic we are committed to further roll out."

"We have also attracted significant interest for the potential to sub franchise, and with the positive learnings of our store operation and the imminent learnings of the virtual kitchen market, it is out intention to actively develop a sub franchising model in 2021."

Founded in Dallas, Texas, in 2003, the company now operates around 500 restaurants in 12 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.

Which Wich isn’t the first US-based customisable sandwich chains to attempt to emulate the success of Subway on these shores.

In 2015 Chicago’s Potbelly launched at Westfield’s Stratford shopping centre​​ with plans for 10 more but the site has since closed.