Industry News | February 8, 2011

Which Wich Wiches Get Bigger

Which Wich Superior Sandwiches recently unveiled two larger sandwich sizes—10.5 inches and a 14-inch Superwich—to  complement its classic 7-inch sandwich. In addition, Which Wich added a 32-ounce plastic stadium cup to offer guests a larger beverage option.                                                  

This is the first time in its seven-year history that the sandwich chain has made significant changes to the menu, and this is only the first phase. The full version of the new Which Wich menu is scheduled to launch in early May. The new menu, which includes a breadless bowl option, is available in test markets in Houston, Southern California, Chicago, and at the original Which Wich location in downtown Dallas. Test stores are reporting increases in sales and check averages.

Which Wich offers more than 50 varieties of customizable “wiches,” from the signature Wicked, loaded with five meats and three cheeses, to vegetarian options such as tomato & avocado and several healthy wiches for less than 400 calories each. All wiches are available in three sizes to sate every appetite.

Which Wich is also known for its creative ordering system. Guests use red Sharpies to mark up preprinted menus on sandwich bags. They select a sandwich from one of 10 categories, then choose the size, type of bread, cheese, spreads, and vegetables. The sandwiches are prepared to guests’ exact specifications and delivered in personalized sandwich bags. After they’ve enjoyed their wiches, guests are encouraged to draw on their bags using red Sharpies and hang the “artwork” on the community wall.

“Customization—and total control of the ordering process—has always been a point of differentiation for Which Wich,” says Jeff Sinelli, Which Wich founder and chief vibe officer. “By offering larger sizes, we are simply taking customization to the next level. Our guests have been asking for it, and now we’re delivering. It makes sense for our brand and solidifies our commitment to create a superior sandwich and personalized dining experience.”