Which Wich eyes travel hubs and multi-channel growth
By Phoebe Fraser | 28 April 2025 | 3 min read
US premium sandwich brand Which Wich is targeting high-footfall travel hubs and corporate catering as it accelerates UK expansion, with a focus on flexible, multi-channel formats to drive long-term growth. Following the success of its pilot store in Central St Giles, the brand is preparing to open a second UK site in Fleet Street this June – a dual-floor location designed to support dine-in, delivery, and catering operations. “The top floor serves walk-in footfall, while the lower floor features multiple production lines to handle digital and corporate sales,” Rami Awada, UK MD and master franchisee, tells MCA. “It’s a city centre site optimised for volume and versatility.”
Which Wich has built a 360° tech stack to support its model, integrating forecasting, waste management, kiosk ordering and automated stock control across all sales channels. “Productivity per square foot is the key metric for us,” Awada says. “We’re not chasing the biggest footprint we’re building the most efficient, most flexible sandwich shop possible.” The brand’s compact, extraction-free setup has attracted strong interest from landlords and travel operators. “We’re in active talks with major players in travel and motorway services,. Our speed of service and grab-and-go capability make us a natural fit for high-footfall, time-sensitive locations”
Corporate catering is another fast-growing channel, with the business now serving high-profile clients across retail, government and media. “Catering has become a business within a business,” Awada explains. “It’s a major selling point for future franchisees – we can deliver demand before they even open their doors.” Franchising is now a key growth priority, with the brand receiving “overwhelming” interest following recent exhibitions. While further UK openings are expected later this year and into 2025, Which Wich is being selective. “We’re building for longevity – not just selling franchises but setting up long-term operators for success.” The brand continues to localise its UK offer with a full English-style breakfast menu, halal range, lettuce-wrapped sandwiches known as the ‘Lettuce Wich’ and expanding its offering with more premium products to cater to all-day dining. Awada says the brand plans to launch new R&Ddriven products later this year.
“We’ve adapted where needed without touching the DNA,” Awada says. “We’ve won The Sammies Gold three years running – that’s the Grammys of the sandwich world.” With additional corporate stores under consideration and franchising plans to be announced, Which Wich is positioning itself as a scalable, tech-enabled fast casual player with wide format flexibility. “We can operate in 500 or 2,000 square feet, with or without dine-in,” Awada concludes. “We’re not just ready to scale – we’re built for it.”
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