Which Wich Superior Sandwiches outlines UK growth, menu development, partnerships, and community plans
Which Wich Superior Sandwiches (Which Wich) arrived in the UK with a format that places choice at the center of the experience. In the UK, the brand operates from London, has expanded to Cardiff, and is scaling with multiple new locations in the pipeline, including an upcoming launch in Scotland. Rami Awada, Master Franchisee for the UK, frames the business as one that invites guests to shape their meals from the start.
“Which Wich was founded in 2003 in Dallas, Texas,” he opens. “From the beginning, our mission has been to provide a unique, customizable sandwich experience with a focus on quality ingredients, creativity, and convenience.”
That foundation continues to guide the brand’s presence in the UK. Guests complete their orders by marking their bags, which are then sent directly to the kitchen. The process supports speed while keeping the guest involved. Rami points to the interaction as a defining part of the brand’s identity. “Over the years, we have grown into a global brand with hundreds of locations,” he explains. “Our brand is recognized for its distinctive Sharpies, ordering bags, and menu variety, with a priority on fresh, made-to-order sandwiches.”
Which Wich menu
Food remains the core focus of the business. Sandwiches anchor the menu, with formats that shift based on preference. Rami describes the offering as being built to serve different eating occasions throughout the day. “We offer a wide range of hot and cold sandwiches, from signature creations (favorites), with options for all dietary preferences, including vegetarian and vegan choices. Customers can also customize and build their sandwiches with a variety of breads, proteins, toppings, and sauces,” he explains.
The flexibility supports guest choice without adding complexity behind the counter. The same approach applies to the rest of the menu. “Beyond sandwiches, we provide all-day breakfast muffins, salads, sides, shakes, and drinks,” Rami adds.
The UK business uses this successful structure to serve both individuals and companies. Guests can order themselves or place larger orders for meetings without changing how the system works. Rami sees consistency as a driver of repeat visits.
Menu development follows an ongoing cycle with new items moving through testing phases before wider release, giving the team time to review response and performance. “Product innovation is a core focus for Which Wich, and it’s a continuous process. We develop new menu items through limited time offers, carefully considering seasonality, value for money, and current customer trends,” Rami notes.
He explains that the process keeps the menu fresh. “By constantly testing new flavor combinations, we make sure both new and returning customers always have something interesting to enjoy.”
Which Wich entered the UK market before the pandemic, which prompted a reassessment of how the brand operated locally. Rami describes a period of review that shaped the current model. Over the last few years, we’ve carefully evolved the brand, unlocking multiple revenue streams across digital, delivery, and corporate catering to firmly establish our position in the premium sandwich space.
The work focused on aligning with local expectations rather than changing the brand’s identity. “This involved tailoring our menu, store formats, and service models to meet local tastes and expectations,” he adds. “The result is a brand experience that resonates with British audiences while maintaining the quality and innovation that Which Wich is known for.”
That reset supports the next stage of growth. The business plans to open several new locations across the UK, with a focus on regional expansion. “We’re excited to expand our UK presence with several new prime locations across Wales and Scotland, and we have even more in the pipeline,” Rami reveals.
Site selection follows a defined process. “We naturally prioritize prime, high-traffic areas with strong demographic alignment to our target audience, visibility, and accessibility,” he continues. “Our site evaluation protocol includes a detailed analytical approach that combines both bottom-up and top-down methodology.”
Seattle’s best coffee
Partnerships are a key part of the UK rollout, and a great example is Which Wich’s collaboration with Nestlé Professional’s Seattle’s Best Coffee across its stores. Rami notes: “Much like our partnership with Coca-Cola, our collaboration with Seattle’s Best Coffee is a natural fit. We began our growth plans around the same time, making it an ideal opportunity for two great brands to complement each other.”
Coffee adds another layer to the offering without shifting the focus away from food, and breakfast plays a role in that strategy. Coffee gives guests an entry point if they don’t start with a sandwich. “It aligns perfectly with our commitment to providing a complete meal solution for guests. Whether guests stop in for breakfast, lunch, or a quick coffee break, it strengthens the overall customer experience.”
Project PB&J returns
Community involvement is another core element of the brand’s public presence, and in this area Which Wich plans to relaunch Project PB&J, linking sales directly to food support. “Project PB&J was created with the mission that every PB&J sandwich purchased results in a second sandwich donated to someone in need. Plus, there’s a reserve ‘bank’ for larger-scale global aid,” Rami explains.
Alongside the relaunch, the business plans to enter retail. The goal is to take elements of the brand into another channel and bring some of its most popular and sought-after ingredients and products directly to customers. The projects sit alongside store expansion rather than replacing them, with Rami framing them as parallel developments.
2026 focus
Looking ahead, Rami outlines priorities centered on growth and consistency. “In 2026, we are focused on establishing Which Wich as a leading fast-casual sandwich brand in the UK,” he explains. “That growth is supported by several channels, including a measured expansion of the brand’s corporate catering offering. Alongside this, we’ll continue to evolve our menu with fresh, on-trend items that enhance the overall customer experience.”
Franchising also remains a key pillar, with plans to grow through both franchised and corporate locations, while maintaining strong operational oversight. “Consistency in quality and service across all locations remains a top priority,” he notes. “Community initiatives also continue to play an important role, with sustainability and local engagement embedded into the brand’s growth strategy.”
Rami concludes with a long-term vision that extends beyond the UK. “Over the next five years, we aim to establish Which Wich as a recognized and well-loved brand across the UK and Europe,” he says, highlighting a balanced approach that spans retail, partnerships, and catering. “We’re proud of the experience we offer and remain focused on expanding thoughtfully through franchising and strategic collaborations.”