Premium Sandwich Brand ‘Wichcraft Looks to North Carolina and Virginia for Expansion

‘Wichcraft has already made major sandwich waves throughout its native New York City, and now the brand is thrilled to start heading south to Virginia and North Carolina where it is actively seeking franchisees. ‘Wichcraft is looking to add at least eight to 10 locations in both Virginia and North Carolina and get them up and running starting in 2020.

“These markets are both untapped for fine-casual, chef-inspired food,” ‘Wichcraft President Dan Guaricci said. “North Carolina and Virginia would benefit from a sandwich brand founded by celebrity chef Tom Colicchio and also the added jobs in both states. We plan to have multiple sites in the area and will be able to keep costs low and profit high.”

The expansion in North Carolina and Virginia is part of the brand’s overall expansion plans. ‘Wichcraft plans to have at least 10 franchise locations open by the end of 2020 and at least 25 locations by the end of 2021. Other key markets ‘Wichcraft is targeting over the next two years include Tennessee and Kansas City. The brand also wants to expand along the East Coast in general.

The ‘Wichcraft team believes the brand will be well-received throughout the areas.

“We are confident the ‘Wichcraft brand will do well in cities that recognize Tom Colicchio, especially in cities where ‘Top Chef’ has filmed,” ‘Wichcraft Director of Finance Maryrose Galvez said.

Within North Carolina, ‘Wichcraft is particularly interested in opening locations in the cities of Charlotte, Durham, Greensboro and Raleigh. In Virginia, the brand would like to open restaurants in Arlington, Chesapeake, Norfolk and Richmond.

The expansion would add a significant number of jobs, as a ‘Wichcraft restaurant employs a minimum of 15 to 25 people, including general managers, trainers, cooks and cashiers.

Started in 2003 by chef Sisha Ortúzar and Colicchio, ‘Wichcraft’s main mission is simple: to transform the lunch hour. The brand targets customers who work hard during the day and want a healthy, wholesome lunch that will do more than sustain them. The brand also stays at the forefront of delivery trends and partners with DoorDash, Grubhub, and Seamless to get their customers what they want when they want it. Their catering services are known as huge crowd-pleasers at meetings, events, and other group gatherings.

The brand is specifically looking for multi-unit franchisees who are interested in purchasing at least three units. The brand wants to open franchises where there will be a high level of office workers and general foot traffic.

Guaricci noted that the brand has already done especially well in New York City, which can be an especially competitive market for just about any brand.

“We are in a difficult, challenging city yet are still a growing business with outstanding culture,” Guaricci said. “No one is working there because it’s a job, they are in there for the long run and are willing to do what it takes. Everyone involved has passion and drive in everything they do. Becoming part of the team means becoming part of the ‘Wichcraft family, and family works together.”

That said, culture fit is a major priority for ‘Wichcraft. While the brand is looking for franchisees with previous food experience, attitude will always be key.

“We think it’s more about people than the place,” Guaricci said. “We are willing to open in a different location if we find the right operator. We want the person with the desire to do things right and hopefully become a part of ‘Wichcraft’s success.”

When it comes to ideal franchisees, ‘Wichcraft values people with passion and integrity.

“You can’t teach those things,” Guaricci said. “You have to have these qualities and be involved in the business. We want franchise candidates who take pride in what they do and work with us so we can all do it together.”

The startup costs for a ‘Wichcraft franchise range from $927,500 to $1,194,000, estimated based on New York City costs. The franchise fee is $45,000. To learn more about franchising with ‘Wichcraft, visit https://www.wichcraftfranchise.com/