Which Wich
Which Wich is an American fast-casual restaurant chain known for customizable sandwiches, salads, and its marker-based ordering system.
Last updated August 24, 2026
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Overview
Which Wich, also known as Which Wich Superior Sandwiches, is an American fast-casual restaurant brand specializing in customizable sandwiches and salads. The chain was founded in 2003 by restaurateur Jeff Sinelli, who was also associated with Genghis Grill, and began with a single restaurant in downtown Dallas, Texas. The concept subsequently developed as a franchise system, beginning franchising in 2005. The brand’s principal point of differentiation is its ordering process. Customers select from pre-printed menus presented in sandwich bags and use red Sharpie markers to mark their choices. The menu is organized into ten sandwich categories, after which customers choose elements such as bread, cheese, spreads, toppings, and optional additions including extra meat, extra cheese, bacon, and avocado. Completed orders are prepared and returned in the personalized bags. Customers are also encouraged to draw on the bags and display their artwork on a community wall, making the ordering ritual part of the restaurant’s identity and customer experience. Which Wich sells customizable submarine-style sandwiches referred to as “Wiches.” Available formats include regular sandwiches of approximately seven inches, large sandwiches of approximately 10.5 inches, and super sandwiches of approximately 14 inches. The menu also includes spinach wraps and lettuce-based alternatives. Alongside sandwiches, the chain offers salads and a broad range of toppings and customization choices. The concept expanded quickly during the 2000s. In 2007, it was reported as the fastest-growing restaurant concept with 50 or fewer operating stores after opening nine locations during a four-month period. In 2009, it was ranked sixth among the fastest-growing restaurant concepts by RestaurantChains.net. The company later pursued international development, opening locations in Mexico City, Panama City, and Dubai in 2013, and three restaurants in Guatemala City in 2015; the Guatemala locations subsequently closed. In 2018, Which Wich opened its first United Kingdom location in London. Contemporary expansion plans at that time anticipated additional United Kingdom stores and longer-term growth, although the cited reference does not establish that all of those targets were achieved. As of 2022, the chain had 168 open locations across 27 U.S. states and the District of Columbia, in addition to international locations in Qatar and the United Kingdom. Its business remains centered on franchised and company-branded fast-casual restaurants offering made-to-order, highly customizable sandwiches and related menu items. The brand’s positioning combines personalization, an informal creative environment, and a distinctive visual ordering system rather than a conventional counter-order menu.
History
Which Wich was established in 2003 by restaurateur Jeff Sinelli. The first restaurant opened in downtown Dallas, Texas, establishing the brand in the fast-casual sandwich segment. From the beginning, the concept emphasized customer control over the composition of each meal rather than a narrowly fixed sandwich menu. Guests select a sandwich category and then customize bread, cheese, spreads, toppings, and optional extras. The ordering process became a defining part of the brand. Customers mark their selections on printed menus attached to sandwich bags using red Sharpie markers. Restaurant staff use those marked bags to assemble the order, and the finished sandwich is returned in the individualized package. Customers may draw on the bags and place them on a community wall, extending the transaction into a participatory restaurant experience. This system gives Which Wich a recognizable visual identity while supporting a broad range of ingredient combinations. Which Wich began franchising in 2005. Its early growth was sufficiently rapid that, in 2007, it was identified as the fastest-growing restaurant concept with 50 or fewer operating stores after opening nine locations during a four-month period. In 2009, RestaurantChains.net ranked the chain sixth among the fastest-growing restaurant concepts. These references describe the brand’s growth rate but do not provide a complete chronology of store openings or ownership changes. The menu developed around customizable submarine sandwiches known as “Wiches.” Customers can select regular seven-inch, large 10.5-inch, or super 14-inch formats, as well as spinach wraps and lettuce-based alternatives. The brand also serves salads. Its customization framework includes ten sandwich categories and approximately 60 topping choices, with additional options such as double meat, double cheese, bacon, and avocado. International expansion followed the domestic rollout. In 2013, Which Wich opened locations in Mexico City, Panama City, and Dubai. In 2015, it opened three locations in Guatemala City, although those restaurants later closed. The chain entered the United Kingdom in 2018 with a London location. At that point, plans were described for additional United Kingdom stores by 2022 and a much larger regional footprint by 2028; the available reference does not confirm the completion of those projections. By 2022, Which Wich had 168 open locations in 27 U.S. states and the District of Columbia, as well as international locations in Qatar and the United Kingdom. The brand’s documented identity remains closely linked to made-to-order sandwiches, extensive customization, the red-marker ordering method, and the use of customer artwork as part of the restaurant environment. Information in the cited material is insufficient to establish a complete current store count, current executive roster, ownership structure, or present-day website.
- 2022
Reported U.S. footprint reaches 168 locations
[1]The chain was reported to have 168 open locations across 27 U.S. states and the District of Columbia, plus locations in Qatar and the United Kingdom.
- 2018
First United Kingdom location opens
[1]Which Wich opened its first United Kingdom restaurant in London.
- 2015
Guatemala City locations open
[1]Three locations opened in Guatemala City; the reference states that they later closed.
- 2013
International expansion to three markets
[1]The brand opened locations in Mexico City, Panama City, and Dubai.
- 2009
Ranks among fast-growing restaurant concepts
[1]RestaurantChains.net ranked Which Wich sixth among the fastest-growing restaurant concepts.
- 2007
Rapid-growth recognition
[1]The chain was reported as the fastest-growing concept with 50 or fewer operating stores after opening nine locations in four months.
- 2005
Franchising begins
[1]Which Wich began franchising its restaurant concept.
- 2003
First Which Wich restaurant opens in Dallas
[1]Jeff Sinelli founded Which Wich and opened the first location in downtown Dallas, Texas.
Products and positioning
A fast-casual sandwich chain built around customization, a playful marker-based ordering ritual, and a creative dine-in experience.
Customizable submarine sandwiches · 2003
Wiches
Which Wich’s core product is the customizable submarine sandwich, branded as the “Wich.” Customers choose among ten categories and then specify bread, cheese, spreads, toppings, and optional additions. The sandwiches are available in regular, large, and super sizes, with spinach-wrap and lettuce-based formats also offered.
Wraps
Sandwich wraps
Spinach wraps provide an alternative format for the brand’s customizable sandwich combinations. They use the same general selection approach as the submarine sandwiches, allowing customers to choose fillings, cheeses, spreads, toppings, and extras.
Lettuce-based sandwiches
Lettucewiches
Lettucewiches are a lettuce-based alternative to the chain’s bread and wrap formats. They are part of Which Wich’s broader customization model and offer customers a different way to order sandwich fillings and toppings.
Salads
Salads
Salads are a documented part of the Which Wich menu alongside sandwiches and alternative sandwich formats. The available reference does not specify the complete salad range or its individual recipes.
Brand decisions
2018
Enter the United KingdomStrategyBackground
Which Wich continued its international development after earlier openings in markets including Mexico, Panama, and the United Arab Emirates.
Action taken
The brand opened its first United Kingdom restaurant in London and discussed further expansion plans.
Aftermath
The London opening gave Which Wich a presence in the United Kingdom; the available source does not verify the later completion of the expansion targets announced at the time.
2013
Expand internationallyStrategyBackground
Following domestic growth, Which Wich pursued locations outside the United States.
Action taken
The chain opened restaurants in Mexico City, Panama City, and Dubai.
Aftermath
The openings established an international presence, although the available material does not provide a complete account of the subsequent performance of each market.
2005
Adopt franchising as a growth strategyStrategyBackground
After operating its first restaurant in downtown Dallas, Which Wich sought to extend the concept beyond its initial company location.
Action taken
The brand began franchising in 2005.
Aftermath
The franchising decision was followed by rapid reported store growth and later expansion across the United States and selected international markets.
Recent events
- 2018
Which Wich enters the United Kingdom[1]
Other
Which Wich opened its first United Kingdom restaurant in London and discussed further expansion in the market.
- 2015
Which Wich opens restaurants in Guatemala City[1]
Other
The chain opened three locations in Guatemala City; the reference notes that these locations later closed.
- 2013
Which Wich expands to Mexico, Panama, and Dubai[1]
Other
The brand opened international locations in Mexico City, Panama City, and Dubai.
- 2007
Which Wich is recognized among rapidly growing restaurant concepts[1]
Other
The chain was reported as the fastest-growing restaurant concept with 50 or fewer operating stores after opening nine locations over a four-month period.
- 2005
Which Wich begins franchising[1]
Other
Which Wich began franchising two years after opening its first downtown Dallas restaurant.
Sources3 sources
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