US sandwich brand Which Wich is accelerating its UK growth with the launch of a second London outlet on Fleet Street, aiming for 30 stores within three years as it leverages a sub-franchising model and multi-channel approach including dark kitchens.
US-based sandwich chain Which Wich is accelerating its expansion in the UK with the imminent opening of its second physical store in London, a milestone expected to be marked later this week. The new outlet, located in the heart of Fleet Street, spans around 700 square feet and represents a key step in the brand’s broader UK growth strategy. This follows the current operation of a single UK store situated in Covent Garden and a dark kitchen facility in Shoreditch, London.
Which Wich is pursuing an ambitious plan aimed at establishing 30 UK locations within the next three years, with a further vision of reaching up to 100 sites nationwide in six to seven years. This expansion will be facilitated through a sub-franchising model designed to attract both multi-site and single-site operators. Master franchisee Rami Awada has highlighted plans to prioritise city centre locations and travel hubs such as airports and rail stations, recognising these as strategic points for scaling brand presence.
The brand, which originated in Dallas in 2003 and now operates roughly 500 restaurants across 12 countries, offers customers a flexible dining experience. Its model allows patrons either to select sandwiches from a set menu or to fully customise their orders, catering to a broad range of tastes and preferences. Awada emphasises this flexibility as a key part of the brand’s appeal, alongside a strong support system aimed at British franchise partners.
Alongside physical outlets, Which Wich is also leveraging its multi-channel business model, including virtual kitchens, to broaden its market footprint in the UK. This blended approach underlines the company’s strategic ambition to embed itself within diverse urban and commuter locations, thereby increasing accessibility and consumer reach.
The brand’s growing reputation in the UK has been reinforced through consecutive accolades, having won the Gold award in the Independent Sandwich Retailer category at the Sandwich & Food To Go Awards, dubbed ‘The Sammies’, for three years running. This recognition, praised by Managing Director Rami Awada, cements Which Wich’s status as a respected player within the competitive UK food-to-go sector.
As Which Wich embarks on this expansion journey, the search continues for entrepreneurial franchise partners ready to join the brand’s national rollout, signalling an exciting phase of growth and opportunity within the evolving UK sandwich market.
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Source: Noah Wire Services
Verification / Sources
- https://www.thegrocer.co.uk/news/us-sandwich-brand-which-wich-boosts-uk-presence/707137.article – Please view link – unable to able to access data
- https://www.restaurantonline.co.uk/Article/2023/11/20/which-wich-makes-another-play-for-uk-expansion-and-eyes-short-term-target-of-30-uk-sites-over-next-three-years/ – Which Wich, the US-based sandwich chain, is intensifying its UK expansion efforts by launching a sub-franchising model. The company aims to establish 30 UK locations within the next three years, targeting both multi-site and single-site operators. Master franchisee Rami Awada stated, “We are looking to open in key towns and cities across the region.” Founded in Dallas in 2003, Which Wich currently operates around 500 restaurants in 12 countries. In the UK, it has a single store in Covent Garden and a dark kitchen in Shoreditch. The brand is also exploring opportunities in travel hubs, including airports and rail locations. (restaurantonline.co.uk)
- https://www.whichwich.co.uk/which-wich-plots-nationwide-rollout/ – Which Wich, the US-based sandwich chain, is planning a nationwide rollout in the UK, aiming to reach 100 sites within the next six or seven years. The company is seeking franchise partners across the country to achieve its goal of 30 locations within three years. Master franchisee Rami Awada emphasized the importance of establishing the brand in city centres first. The brand offers a flexible model, allowing customers to choose from a set menu or customize their sandwiches. (whichwich.co.uk)
- https://www.dcl.co.uk/news/dcl-serves-up-fleet-street-for-which-wich/ – Which Wich, the US-based sandwich chain, is set to open its second UK location in June 2025 at 53 Fleet Street, London. The 700 sq ft store was secured by Davis Coffer Lyons. This new opening marks a significant milestone in the brand’s UK expansion plans and showcases the scalability of its multi-channel business model. Master franchisee Rami Awada expressed enthusiasm about the growth journey and the search for entrepreneurial partners. (dcl.co.uk)
- https://bakeryinfo.co.uk/foodservice/which-wich-looks-to-heat-up-its-uk-sandwich-shop-estate/685535.article – Which Wich, the US-based sandwich chain, is preparing to expand its UK presence by launching a franchise model, targeting 30 sites over the next three years. The brand offers a flexible model, allowing customers to choose from a set menu or customize their sandwiches. Master franchisee Rami Awada highlighted the brand’s appeal to both customers and franchisees, emphasizing the support system in place for national rollout. (bakeryinfo.co.uk)
- https://www.whichwichfranchising.com/news/2025/may/which-wich-uk-wins-gold-again-at-the-prestigious/ – Which Wich UK has won the Gold award in the Independent Sandwich Retailer category at the Sandwich & Food To Go Awards, known as ‘The Sammies’. This marks the third consecutive year the brand has received this honor. Managing Director Rami Awada expressed pride in the team’s dedication and excitement for future growth. The Tottenham Court Road flagship store continues to serve as a standout destination, offering award-winning sandwiches and additional menu items. (whichwichfranchising.com)
- https://www.thecaterer.com/news/which-wich-superior-sandwiches-plans-thirty-uk-sites-three-years – Which Wich, the US-based sandwich chain, plans to expand its UK presence by opening 30 sites over the next three years. The brand currently has one established UK site in London’s Soho, opened in 2018, and added a virtual kitchen in Shoreditch in 2020. Master franchisee Rami Awada emphasized the brand’s appeal to both customers and franchisees, highlighting the support system in place for national rollout. (thecaterer.com)
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Score: 8
Notes: The narrative is recent, with the earliest known publication date being April 2025. The content appears original, based on a press release, but includes recycled older information about store openings and expansion plans known since 2018 and 2020. The report references upcoming store openings without specific dates, leading to potential ambiguity. The expansion plans from 2023 remain ongoing, indicating that while the news is recent, some data is outdated. Overall, the freshness is high but should be flagged for recycled details.
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