‘Wichcraft and Tom Colicchio Win Over the Crowd at the 2019 US Open with Culinary Excellence and Superior Hospitality

The U.S. Open at Flushing Meadows Corona Park is more than a tennis tournament—it is a chance for the nation’s top chefs and food lovers to come together and enjoy the latest and greatest in cuisine. The event, which was held this year from August 26 to September 8, included an unprecedented number of culinary experts and renowned chefs from around the globe back to feed the crowd of approximately 700,000. This year, ‘Wichcraft’s Tom Colicchio joined the ranks of veteran U.S. Open chefs who were all excited to introduce their new dining options to hungry tennis fans.

The seven-time James Beard Award-winning celebrity chef and judge of Bravo’s Top Chef Tom Colicchio opened the first ’Wichcraft with chef Sisha Ortúzar in 2003. The goal was to stay true to their rich culinary backgrounds and so the chefs crafted a menu that elevated the sandwich through the use of sustainable proteins, house-made condiments, balanced flavor combinations, seasonal produce and artisan bread.

Colicchio gained experience at iconic New York City establishments like Mondrian and the Quilted Giraffe, co-founding the Michelin-rated Gramercy Tavern in 1994. The talented chef also founded Crafted Hospitality in 2001 before launching the premier sandwich concept, ‘Wichcraft, with Ortúzar in 2003. Now, Colicchio can add the U.S. Open to his list of culinary accomplishments.

“The U.S. Open has a certain prestigiousness that comes along with it,” said ‘Wichcraft President Dan Guaricci. “When you think of the tournament, you think of greatness, and for ‘Wichcraft to have a chance to be a part of that experience was incredible.”

After the Chief Operating Officer of the United States Tennis Association, Daniel Zausner, saw ‘Wichcraft’s booth at a Restaurant Association partner event earlier this year, he was blown away by the presentation. “It was clear that ‘Wichcraft had one of the best offerings in the foodservice segment and I asked Dan Guaricci if the brand had any interest in being a vendor at the 2019 U.S. Open,” he said. “Guaricci and his team were up for the challenge, hunkering down and putting a menu together to make sure they were prepared. It was so exciting to add Tom Colicchio and ‘Wichcraft to the grounds of the event.”

For the entirety of the U.S. Open, ‘Wichcraft’s concession booth was open right next to the main entranceway in South Plaza, one of the best vendor positions in the park. “The opportunity allowed us to showcase ‘Wichcraft’s unique, bold flavor profiles and excellent offerings—such as the Grilled Flank Steak & Kale Sandwich and Grilled Chicken & Avocado salad,” said Guaricci. “For many customers, this was their first experience with the brand. Our goal was to give the 700,000 tennis fans superior hospitality, carefully sourced ingredients and thoughtfully prepared meals. The fact that we were able to do this alongside other culinary greats like Masaharu Morimoto, José Andrés, David Burke and Ed Brown was amazing.”

According to Zausner, over the course of the tournament, the ‘Wichcraft booth was received incredibly well, with impressive sales that surpassed the popular Dean & DeLuca vendor that had worked for the past three years in that location. “‘Wichcraft’s chef-inspired sandwiches, salads and dessert offerings really set a high bar and satisfied the crowd for the entire event. We even got Colicchio to add a specialty lobster BLT sandwich to the program, which was a big hit.”

“The energy started early each day and carried into the night,” said Guaricci. “Even though we were told we would be busy, we never could have guessed the U.S. Open’s reach and the number of people it draws in. People came expecting quick-service with a fine casual experience and I am proud that we were able to deliver that level of excellence to them.”

In fact, the ‘Wichcraft booth did so well at the annual tennis event that the fast casual sandwich franchise was invited back next year. “With any new partner we want to make sure that they fit within the model and are eager to get their feet wet,” said Zausner. “‘Wichcraft thrived within the U.S. Open’s atmosphere and on the final day of the event I told Guaricci and his team that’d they’d be welcome back anytime.”

“We are so happy that the crowds of the U.S. Open loved ‘Wichcraft as much as we do,” said Guaricci. “We look forward to being part of this event for years to come.”