US hot customisable sandwich brand Which Wich has signed its first UK multi-unit franchise agreement with Breaking Brands Management, which it said marked “the next major step in its UK expansion”.
Breaking Brands, led by experienced operator Steve Lewis, will launch the first locations under the new agreement in Cardiff. With a strong background in hospitality and food retail, the team is well placed to support a successful rollout, overseen by operations manager Chris Young.
Rami Awada, UK master franchisee of Which Wich said: “We’re only just warming up – this is the first of many exciting announcements we’ll be sharing. Cardiff ticks all the right boxes: 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.”
With a flexible, scalable model and a proven product-market fit, the brand is actively seeking experienced single and multi-unit operators to drive growth across major cities.
Awada, who has overseen the brand’s UK development since launch, will continue to lead the national expansion strategy.
It was revealed in February that the brand, which has grown to more than 400 sites globally since being founded in Dallas in 2003 and first entered the UK market in 2018 with a debut store in London’s Covent Garden, was set to kickstart its expansion here with two openings.
These would include a Central London location, in Fleet Street, and its Welsh debut, in Cardiff. The former will open at 53 Fleet Street, in a former Chronext luxury watches shop.
At the end of 2023, Awada said he was targeting opening 30 UK sites over the next three years “as a conservative estimate”.
