The brand, which has been teasing its ambition to roll out since first arriving in the capital back in 2018, will open its first regional UK location under the agreement in Cardiff.
“Cardiff ticks all the right boxes,” says Rami Awada, UK master franchisee of Which Wich.
“It’s diverse, energetic, and full of opportunity.
“Partnering with a trusted operator like Breaking Brands, we’re set to take Cardiff by storm as we bring our fresh, made-to-order Wiches to new communities across the country.”
Which Wich announced back in 2023 that it was launching a sub-franchising model to help it expand across the UK.
Founded in Dallas, Texas, in 2003, it made its London debut in Covent Garden’s Central St Giles development.
Following its launch in 2018, the brand was set to launch a brace of City of London locations under plans to open 10 sites in the capital.
However, the pandemic led to an adjustment in those plans.
Speaking to Restaurant back in 2020, Awada said he was ‘very confident’ of expanding Which Wich across the UK and that the delay to its growth ambitions was down to the brand needing to be tuned for the UK market.
Which Wich describes the flexibility of its model, which allows customers to either choose from a set menu or customise their sandwiches by ticking off the toppings they would like to use one of its build-your-own sandwich bags, as being a ‘key strength’ as it looks to expand via franchising.
Alongside its growth with Breaking Brands, the group is also preparing to open its second company-owned London site on Fleet Street in the coming months.
“We’re only just warming up – this is the first of many exciting announcements we’ll be sharing,” adds Awada.