Franchisor Stories
A breakdown of Which Wich franchise costs, fees, and business model, along with insights into the brand’s leadership, market presence, and franchise structure in 2025.
Which Wich founder and CEO Jeff Sinelli has fond memories of his school days when his mom would pack his lunch in a brown paper bag, writing his name and the lunch contents on the outside each day. This inspired the business model of Which Wich, where customers write their own orders on a paper bag.
The brand opened its first locations in Dallas, Texas in 2003 and began franchising in 2005. Today, the brand competes in the highly saturated fast-casual sandwich market against other sandwich shop giants such as Jimmy John's and Jersey Mike's.
Which Wich has over 220 locations in the U.S. with additional locations in Guatemala, Oman, the U.K., Saudi Arabia and Qatar. The brand’s LinkedIn also states that it currently has 500 locations open or in development in 39 states and 11 countries.
Which Wich is a fast casual chain restaurant known for its “Superior Sandwiches” and salad options. The brand also offers shakes, sweets, and vegetarian and gluten free options.
Sinelli is the brand’s CEO, but he also refers to himself as CVO (Chief Vibe Officer) and puts good vibes at the top of the brand’s list of core values.
Upon entering a Which Wich, customers grab a paper bag that has printed options on it such as types of breads, meats, cheeses and vegetables, and they mark their choices with a marker before handing in their bag at the counter. Then, when their name is called, customers get their sandwich in their own customized bag. Customers are also encouraged to doodle on their paper bag, which can be hung on Which Wich’s “gallery wall.”
Which Wich also offers catering and online ordering services.
Which Wich’s most recent Franchise Disclosure Document (FDD) states: “We do not make any representations about a franchisee’s future financial performance or the past financial performance of company-owned or franchised outlets. We also do not authorize our employees or representatives to make any such representations either orally or in writing.”
Prospective franchisees are encouraged to speak to the franchisor for more information.
The total cost to open a Which Wich ranges from $253,500 to $822,250.
| Type of Expenditure | Min | Max |
| Initial Franchise Fee | $30,000 | $30,000 |
| Initial Application and Document Preparation Fee | $250 | $750 |
| Site Selection Assistance | $0 | $1,000 |
| First Month’s Rent and Security Deposit | $2,000 | $14,000 |
| Leasehold Improvements | $90,000 | $375,000 |
| Store Design Consulting Services | $0 | $1,500 |
| Furniture, Fixtures, Equipment and Signage | $106,000 | $292,000 |
| Pre-Opening Consultation | $0 | $1,000 |
| Opening Assistance Costs | $0 | $5,000 |
| Computer Hardware and Software | $1,500 | $15,000 |
| Initial Inventory/Supplies | $7,500 | $12,000 |
| Professional Services | $2,500 | $7,000 |
| Opening Advertising Expenses | $3,500 | $10,000 |
| Insurance | $250 | $3,000 |
| Additional Funds (3 Months) | $10,000 | $40,000 |
The franchise fee is $30,000, which is payable upon signing the franchise agreement.
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