Executive Q&A with ‘Wichcraft President Dan Guaricci and Director of Finance Maryrose Galvez

What drew you to 'Wichcraft?

Guaricci: I come from a long background in the food industry and I know what it takes for a brand to be successful. I saw those qualities in ‘Wichcraft.

When Tom Colicchio and Sisha Ortúzar started ‘Wichcraft, it was born out of their friendship and with the goal of bringing high-quality sandwiches to the people. The focus has always been on teamwork and our customers, making ‘Wichcraft a real family. Our employees are at the core of everything we do and we encourage an environment built on learning and fun. ‘Wichcraft believes in doing things the right way—in our mind, "the only way."

What about 'Wichcraft makes it unique within its industry?

Guaricci: We continue to lead the way by making gourmet-style sandwiches accessible and portable, elevating the regular handheld sandwich to a premium experience. We want to make sure our customers know that when they come to ‘Wichcraft, they aren't getting the typical grab-and-go offering that most places have; instead, they’re getting the freshest ingredients combined with a high flavor profile. Our goal is to keep them wanting more.

The key to our success is using smart sourcing. We work with small family farms that share our values in producing what is good for both the planet and for the body. We are more than just a sandwich shop; we are a movement.

What have been some of the brand’s most important milestones over the past five years?

Galvez: We’re proud of how we’ve built our 2.0 locations: rebranding and understanding consumer expectations on speed while being consistent and committed to our chef-driven product.

What plans does the brand have in the coming years?

Galvez: ‘Wichcraft currently has five restaurant locations opened, including three legacy locations and two refreshed, 2.0 locations. We have a confident and established timeframe for the future, with a clearly stated goal of 10 locations purchased before next year and 25 locations by the end of 2021.

What does an ideal ‘Wichcraft franchisee look like?

Galvez: Someone who is just as passionate about hospitality and our brand as we are. We are seeking experienced and hands-on operators who are excited to be a part of a chef-inspired sandwich concept.

Why is 'Wichcraft a good investment?

Galvez: ‘Wichcraft a new segment that didn’t exist before: “Fine casual.”

• There are few culinary-driven sandwich options. We’re not just a premium deli that elevated your chicken parm or turkey club. We deliver unique flavor combinations and recipes.
• Our operations model is made for efficiency and profitability. We’ve built, tweaked and executed our operations, from the kitchen to our corporate office, so that we have an optimized system that has proven to be successful. With a great foundation, our team works diligently to consistently monitor our operations.
• People are at the heart of our business, as reflected in our culture. We’re a family who is passionate about the culinary and hospitality industries and it shows in our food and service. We believe in the investment of each and every one of our team members and encourage learning, curiosity and growth.

How does ‘Wichcraft plan to support franchisees?

Galvez: ‘Wichcraft will provide the skills and resources necessary, through our franchise team, to keep up with consumer, culinary and service expectations. Our support be available from the start during the restaurant build in assisting with layout and equipment specs, product and vendor sourcing, and training. As our menus change, we’ll support the launch of new items. To maintain quality control, we plan to perform operational and financial reviews as we do at our own stores. We’ll also plan perform one-on-one catch-ups with franchisees, quarterly franchisee update calls, and an annual franchise summit in New York.