A Colorful Culture: Which Wich’s Jeff Sinelli Creates a Team Mindset to Drive a Positive Vibe

At 51 years old, Jeff Sinelli sat in a locker room, lacrosse stick leaning against the bench, lacing up and mentally preparing for the championship game in the Dallas Box Lacrosse League. A few hours later, Sinelli would be hoisting the championship trophy and celebrating a victory with his teammates — all whom are half Sinelli’s age — and with his family, all smiling and wearing the team colors of the Oilers.

Sinelli’s return to competitive lacrosse at the age of 50 is impressive enough. But if you’ve spent any time with the entrepreneur, who is the founder of Genghis Grill and the 400+ unit Which Wich, you soon realize that energy is one resource he is never lacking. But beyond a desire to prove to himself that he’s “still got it,” there’s another motivating factor for Sinelli, both on the lacrosse field and in business: team spirit.

“I love being part of a team,” Sinelli said. “Putting on that uniform, the camaraderie, fighting together towards a goal. I just absolutely love it all. It gets me jazzed up. It’s simply a wonderful feeling.”

That love of teams has been the foundation for how Sinelli has crafted the culture at Which Wich since he opened the first location in downtown Dallas 17 years ago. Like the lacrosse uniform he wears for the Dallas Box Lacrosse League and the ones he wore as a member of the lacrosse team at Michigan State University, Sinelli branded Which Wich with signature black and yellow colors that help the restaurant stand out.

At the corporate offices of Which Wich in downtown Dallas, there is nowhere you can turn that isn’t adorned in black and yellow. The corporate team, franchisees and employees all also wear black-and-yellow uniforms and clothing. Sinelli himself owns dozens of yellow, Which Wich-branded sneakers. At the company’s bi-annual conference, the system celebrates with the “Black and Yellow Ball” where all members of the Which Wich family attempt to outdo each other with elaborate black and yellow themed formalwear. It’s one piece of the “Vibe,” Sinelli’s term for the life-force of the Which Wich brand. Yes, it’s culture, but for Sinelli, it’s more than that.

“The word culture has become almost a cliché in business. I didn’t want to just spout off more of that overused jargon. I truly believe in The Vibe at Which Wich. When I first started the company, the whole idea was to take what people had come to expect from a sandwich company and shatter it. That starts with creating an attitude and an approach to business — and life — that is vibrant, fun, exciting and gives anyone who throws on the black and yellow a reason to keep working hard and to get better every day,” Sinelli said.

Which Wich has come a long way since it opened its first store in downtown Dallas in 2003. The brand started franchising in 2005 and opened its 50th location just three years later in 2008. In 2010, the brand met the 100-unit milestone and in 2013 it officially went global and opened stores in Dubai, Mexico and Panama. The brand has also enjoyed wide industry recognition for its menu innovations and landed many a top spot in national, regional and local publications. 

Throughout all of these milestones, Sinelli hasn’t lost sight of what makes Which Wich a standout brand. 

“We live by The Vibe — the positive energy that’s at the heart of our culture and courses through the veins of the Which Wich system,” Sinelli said. “When I founded Which Wich, I really wanted to build a special company where every member of the team would feel like they were making an impact in their local community, on the world and in people’s lives.”

The brand’s focus on philanthropic efforts and “conscious capitalism” are also a huge draw for employees as well as customers, Sinelli said. The brand gives back to the community through efforts such as Project PB&J, Flag Your Bag and more. 

Then there are the brand’s employee-retention efforts. Which Wich’s culture rewards loyalty and offers unique benefits such as a 10-year anniversary sabbatical vacation, flexible scheduling and the ability to work from home. Employees get their birthdays off, an unlimited meal plan, free turkeys on Thanksgiving and more. 

“We have a culture that encourages creativity and innovation, taking risks and being disruptive,” Sinelli said. “I think that’s attractive to top talent within not just the greater Dallas area but across the restaurant industry. Open and honest communication is important in our industry, especially when it comes to making pivots and explaining the ‘why’ behind any decision.” 

Sinelli’s advice to other brands is to give their teams ownership. 

“Those who feel ownership, and feel that they have your support to make decisions, will have stronger buy-in to your vision and the direction of the company,” he said. 

This is more important than ever for Sinelli. Today, he is turning his focus to expand Sinelli Concepts International, which encompasses Which Wich, as well as recently acquired Paciugo Gelato Caffe, Courtney’s Cookies and Burguesa Burger. He has plans for a new coffee concept, a chicken concept and more, and he is using Which Wich as a blueprint to create a true team mentality with each new venture. 

“My wife and two daughters are, and will always be, my number one team, but you have to treat your business like family, too,” he said. “Everyone must feel like they’re contributing to the goals and playing their role.” 

Right now, Sinelli is getting antsy. It’s the lacrosse off-season, and he’s eager to once again put on that Oilers uniform. Until then, he’s proudly wearing the black and yellow uniform of Which Wich as the company continues to focus on serving fans at locations across the globe. 

“You have to wear your passion on your chest,” he said. “I literally wear my brands every day, so my teams know I’m serious about our mission.”