Sandwich chain Which Wich targeting India's seven regions for expansion

An American brand with around 430 stores worldwide, Which Wich offers customized sandwiches as well as milkshakes, fries, etc.
  • vaishnavi News Editor
Which Wich

Sandwich chain Which Wich is looking to expand in India mainly in seven regions including Delhi-NCR; Maharashtra’ Mumbai, Nagpur, Pune; Madhya Pradesh; Gujarat; North-east which includes Kolkata; and South India’s Bangalore, Hyderabad and Chennai.

 

An American brand with around 430 stores worldwide, Which Wich offers customized sandwiches as well as milkshakes, fries, etc. The brand has a global reach and is present in Europe, Middle-East, and North & South America.

 

Started in 2003 in Dallas by Jeff Sinelli, Which Wich offers a varied option in sandwiches which can be customized accordingly. It is a superior sandwich concept where you have more meat, more cheese and more size as well.

 

Pratik Parab, Country Manager, Which Wich, said, “Our bread is of 7 inches compared to the standard six inches which is available in the market. We also have our superwiches, which are of 14 inches compared to the foot length. You can add extra meat, extra cheese and we have over 50 sandwiches which can be crafted.

 

All the wiches can be made in salads or wraps or our trademark which has lettuce. You can put all the ingredients and instead of bread it can be wrapped in lettuce.”

 

Which Wich is going to have a completely different menu for the Indian customers. The brand thinks that customizing the products becomes a necessity while entering a different country. It’s the key to achieve success internationally.

 

“We are Indianising our offerings because we cannot sell beef here. Most people don’t know what turkey is and even pork is not a fast moving item. We will have more vegetarian and chicken options. We change our menu as per the location. For instance, in Middle-east we cannot sell pork. While in the US and UK market, pork and beef are fast moving items,” Parab added.

 

Which wich is offering master franchise for an area at an investment of $40,000.  Turnkey project, development cost, etc may cost about Rs 65 lakhs. So, the total cost would be around Rs 1 Crore for a single store and the franchise rights. The royalty rate is around 6% of gross revenue and advertising fund will cost around 1-2% of the gross revenue.  

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