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The Which Wich Logo.

Which Wich? is a fast casual sandwich chain founded by restaurateur Jeff Sinelli in 2003, which began with one location in downtown Dallas, Texas. It began franchising in 2005. The chain currently has over 65 locations in fourteen states, with an estimated 100 to be open by early 2009.



Which Wich? features 51 varieties of customizable, toasted “wiches”. The concept is known for its ordering system. At Which Wich?, customers place their orders by using custom red Sharpie pens to mark up pre-printed menus on sandwich bags. The customer selects the variety of sandwich from ten different categories divided up by principal protein source (typically meat), then checks the type of bread, chooses cheese and additional ingredients, and finally indicates the desired spreads and sauces. Most sandwiches are sold at one price. In addition to the sandwiches, the chain sells hand-dipped shakes, chips, and freshly-baked cookies. All Which Wich locations feature music from Aware Records, newspaper reading stations, and Wi-Fi internet access.

Which Wich’s signature sandwich is The Wicked. This sandwich features five meats and three cheeses. It is priced $1.00 higher than the other 50 varieties of wiches.

Which Wich? also features a children’s menu that was awarded “Best Kids’ Menu in America” by Restaurant Hospitality Magazine. The children’s menu features six different sandwiches served on white or wheat sliced bread. The ordering system is similar to the adult’s system, except kids fill their bags out with a red crayon and in addition to choosing the sandwich also have the choice of “crust” or “no crust” and the choice of “yellow” or “white” cheese. Some Which Wich locations include kid zone play areas.

The Which Wich Super is an 18-inch super-sized sandwich the chain began testing in mid-2009 at four locations, though CEO Jeff Sinelli says he's conflicted about selling people the giant sandwich.[1]


“Vibes” refer to the circular icons on stainless steel that are featured in every Which Wich location. The vibe designs vary by location, as each franchisee chooses which vibes they would like to display in each of their stores. Many locations have customized vibes that allow them to feature something significant to the location or to the operator. For example, many locations have customized vibes that correlate to the schools in their vicinity, allowing them to display school spirit with school mascots or logos. Other non-customized, standard vibes that franchisees can choose from include designs such as the peace sign, smiley face, and musical note.


Nation’s Restaurant News, a trade publication for the restaurant industry, selected Which Wich as one of its 2007 Hot Concepts! Winners. The Hot Concept Award is given each year by the editors of Nation’s Restaurant News to six emerging restaurant brands that have distinguished themselves as Hot Concepts: “fast-growing, financially proven overachievers that are on their way to becoming tomorrow's giants”.

Jeff Sinelli previously won the Hot Concept award in 2002 for another restaurant chain he founded, Genghis Grill. He is one of a handful of people to win the award twice.

Current/Future locations


External links



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