US sandwich brand Which Wich Superior Sandwiches is launching its UK debut in central London in the St Giles Plaza, WC2.
The first site is part of a citywide expansion overseen by CDG Leisure, which will look for ten sites in the capital ahead of a nationwide expansion.
The chain has agreed a deal for a 750 sq ft space taken on a lease assignment that has 18 years remaining, and will pay rent of £54,000 pa.
Which Wich UK is led by entrepreneur Rami Awada of AAA Investment House. The launch is being supervised by Kevin Todd, former managing director of Mitchells & Butlers.
Which Wich has 500 sites open, or in development, in 10 countries. Founded in 2003 by entrepreneur Jeff Sinelli, Which Wich is best known for its customizable sandwiches, creative ordering system, and personalized sandwich bag.
Guests use red Sharpies to mark their choices from a pre-printed menu of breads, fillings and toppings, on brown sandwich bags. All the sandwiches are served hot, with more than 40 toppings to choose from. The first UK restaurant will feature a revitalised look and a bespoke London menu.
Mark Wright and Kiren Dhesi at CDG Leisure said: “St Giles Plaza is the ideal location for Which Wich’s London flagship.”
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