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Our story, like many stories, starts simply enough…with a brown sack lunch…

When asked how he came up with the idea for Which Wich, Jeff Sinelli Founder & Chief Vibe officer suggests it might have been from the Peanuts Lunchtime Cookbook he had in elementary school where he read about sandwiches and brown bagging it. But ultimately, he credits his mom. He says, “my mom used to pack my lunch, writing my name and its contents on a brown bag before sticking it in the refrigerator”. So, you could say, it’s always been in buried in his subconscious & just took 25 years to come out.

Jeff Sinelli

The story of Which Wich might have started simply enough, but our Founder’s story and how we got to where we are today is a more complicated than that…

Jeff learned the hospitality industry from his father, who owned two sports bars in the Detroit area of Michigan, where Jeff grew up. After earning a bachelor’s degree at Michigan State and MBA from City University in Seattle, Jeff headed south to develop his own concepts in Dallas. In the mid-’90s, he developed dozens of successful independent restaurants, bars, and nightclubs before focusing on building national concepts. Jeff launched Which Wich® in 2003 in downtown Dallas, Texas replacing a Subway, prompting QSR magazine to refer to him as a “Branding Phenom.”

Which Wich was a huge hit from the moment it opened its doors, thanks to its superior sandwiches and customer service and unique ordering system. Because of the overwhelming demand for franchises, Jeff began selling franchise rights in 2005. Since that time, Which Wich has seen unprecedented growth opening more than 430 locations in 40 states & 11 countries and earning a number of highly-sought industry accolades including wining the Hot Concepts! Award by Nation’s Restaurant News, twice.

Jeff knows the awards and growth wouldn’t be possible without a partnership with great franchisees who help spread positive energy, or Vibe, in their restaurants and their communities. With global initiatives such as Project PB&J and Flag Your Bag, franchises are doing their part help to spread good Vibes worldwide.

Even as Which Wich continues to grow at a record setting pace, with more than 40 units scheduled to open over the next 5 years, Jeff is never resting. If you ask him what he is thinking about when he’s not in the office, his answer might surprise you (but only if you don’t know him), “How to make Which Wich more profitable, healthier, and getting more people to eat more Wiches more of the time.”

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Let’s Take a Trip Down Memory Lane

The Early Years:

  • 2003: Which Wich opens its first location in Dallas, Texas.
  • 2005: Which Wich opens its first franchise location.
  • 2007: Which Wich was given the Hot Concepts! Award by Nation’s Restaurant News.
  • 2010: Which Wich opens its 100th location. It is named the fastest growing restaurant chain in the U.S. and Canada according to Chain Store Guide.

Modern Times:

  • 2014: Which Wich launches Project PB&J as a way to give back to the community and help feed those in need.
  • 2014: Which Wich opens its 300th location and gains additional International presence with locations in Dubai, Mexico, & Panama.
  • 2014: Which Wich recognized by Forbes as the Best Franchises in America and ranked #6 out of 3,000-plus chains.
  • 2015: Jeff Sinelli is featured on Cover QSR Magazine, How to be a Conscious Capitalist!
  • 2015: Which Wich wins Menu Masters “Healthful Innovations” Award from Nation’s Restaurant News.

Where we are Today:

  • 2016: Which Wich wins Breakout Star in Entrepreneur Magazine.
  • 2016: Which Wich is named the inaugural winner of the Future 50 Pacesetter Award.
  • 2016: Which Wich breaks Guinness Book of World Record for the second time.
  • 2016: Which Wich opens its 400th location.
  • 2017: Which Wich ranked in Franchise Times Fast & Serious List and Fast Casual Top 100 Movers & Shakers.
  • 2017: Which Wich recognized as one of Entrepreneur’s Top Global Franchises.
  • 2017: Founder & Chief Vibe Officer, Jeff Sinelli, named one of 2017’s top 24 fast casual executives.

As Which Wich continues to grow over the years, we have become nationally and internationally recognized for our sandwiches, restaurant, community involvement, and franchise excellence. In our second decade as a company, we are focused on continuing our trajectory of success and sustaining our growth while keeping our values and company wide distinctions at the core of all we do—simply put, we are here to keep the sandwich Vibes awesome.

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