US-based sandwich chain Which Wich is accelerating its expansion in the UK with the imminent opening of its second physical store in London, a milestone expected to be marked later this week. The new outlet, located in the heart of Fleet Street, spans around 700 square feet and represents a key step in the brand’s broader UK growth strategy. This follows the current operation of a single UK store situated in Covent Garden and a dark kitchen facility in Shoreditch, London.
Which Wich is pursuing an ambitious plan aimed at establishing 30 UK locations within the next three years, with a further vision of reaching up to 100 sites nationwide in six to seven years. This expansion will be facilitated through a sub-franchising model designed to attract both multi-site and single-site operators. Master franchisee Rami Awada has highlighted plans to prioritise city centre locations and travel hubs such as airports and rail stations, recognising these as strategic points for scaling brand presence.
The brand, which originated in Dallas in 2003 and now operates roughly 500 restaurants across 12 countries, offers customers a flexible dining experience. Its model allows patrons either to select sandwiches from a set menu or to fully customise their orders, catering to a broad range of tastes and preferences. Awada emphasises this flexibility as a key part of the brand’s appeal, alongside a strong support system aimed at British franchise partners.
Alongside physical outlets, Which Wich is also leveraging its multi-channel business model, including virtual kitchens, to broaden its market footprint in the UK. This blended approach underlines the company’s strategic ambition to embed itself within diverse urban and commuter locations, thereby increasing accessibility and consumer reach.
The brand’s growing reputation in the UK has been reinforced through consecutive accolades, having won the Gold award in the Independent Sandwich Retailer category at the Sandwich & Food To Go Awards, dubbed 'The Sammies', for three years running. This recognition, praised by Managing Director Rami Awada, cements Which Wich’s status as a respected player within the competitive UK food-to-go sector.
As Which Wich embarks on this expansion journey, the search continues for entrepreneurial franchise partners ready to join the brand’s national rollout, signalling an exciting phase of growth and opportunity within the evolving UK sandwich market.
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Source: Noah Wire Services