Which Wich makes another play for UK expansion
The group, which has been teasing its ambition to roll out since first arriving in London back in 2018, says it is eyeing a short-term target of 30 UK sites over the next three years and is looking to attract both multi-site territory and single-site operators.
“We are looking to open in key towns and cities across the region,” says master franchisee Rami Awada.
“We’ve perfected our craft to bring Which Wich into the UK market and to set up the support system to enable a national UK roll-out.”
Founded in Dallas, Texas, in 2003, Which Wich now operates around 500 restaurants in 12 countries.
The group currently operates a single bricks and mortar site in Covent Garden’s Central St Giles development, and a dark kitchen in Shoreditch.
Following its launch in 2018, the brand was set to launch a brace of City of London locations under plans to open 10 sites in the capital.
However, the pandemic led to an adjustment in those plans, which propelled the group to open a handful of dark kitchen locations, including in Battersea and Bethnal Green.
Speaking to Restaurant back in 2020, Awada said he was 'very confident' of expanding Which Wich across the UK and that the delay to its plans was down to the brand needing to be tuned for the UK market.
“Our ambition for the brand expansion is unchecked," he said at the time. “As soon as we see evidence of recovery from the pandemic we are committed to further roll out.”
Which Wich describes the flexibility of its model, which allows customers to either choose from a set menu or customise their sandwiches by ticking off the toppings they would like to use one of its build-your-own sandwich bags, as being a ‘key strength’ of its brand.
As well as opening more high street restaurants and dark kitchen locations, the group is also targeting travel hubs as part of its expansion drive and claims to have been invited to tender for airport and rail locations in the UK.
