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The flexibility supports guest choice without adding complexity behind the counter. The same approach applies to the rest of the menu.“ Beyond sandwiches, we provide all-day breakfast muffins, salads, sides, shakes, and drinks,” Rami adds.
The UK business uses this successful structure to serve both individuals and companies. Guests can order themselves or place larger orders for meetings without changing how the system works. Rami sees consistency as a driver of repeat visits.
Menu development follows an ongoing cycle with new items moving through testing phases before wider release, giving the team time to review response and performance.“ Product innovation is a core focus for Which Wich, and it’ s a continuous process. We develop new menu items through limited time offers, carefully considering seasonality, value for money, and current customer trends,” Rami notes.
He explains that the process keeps the menu fresh.“ By constantly testing new flavor combinations, we make sure both new and returning customers always have something interesting to enjoy.”
Which Wich entered the UK market before the pandemic, which prompted a reassessment of how the brand operated locally. Rami describes a period of review that shaped the current model. Over the last few years, we’ ve carefully evolved the brand, unlocking multiple revenue streams across digital, delivery, and corporate catering to firmly establish our position in the premium sandwich space.
The work focused on aligning with local expectations rather than changing the brand’ s identity.“ This involved tailoring our menu, store formats, and service models to meet local tastes and expectations,” he adds.“ The result is a brand experience that resonates with British audiences while maintaining the quality and innovation that Which Wich is known for.”
That reset supports the next stage of growth. The business plans to open several new locations across the UK, with a focus on regional expansion.“ We’ re excited to expand our UK presence with several new prime locations across Wales and Scotland, and we have even more in the pipeline,” Rami reveals.
Site selection follows a defined process.“ We naturally prioritize prime, high-traffic areas with strong demographic alignment to our target audience, visibility, and accessibility,” he continues.“ Our site evaluation protocol includes a detailed analytical approach that combines both bottom-up and top-down methodology.”
Seattle’ s best coffee
Partnerships are a key part of the UK rollout, and a great example is Which Wich’ s collaboration with Nestlé Professional’ s Seattle’ s Best Coffee across its stores. Rami notes:“ Much like our partnership with Coca- Cola, our collaboration with Seattle’ s Best
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