Texas sandwich chain set to spread with 27 Bay Area locations

Since revealing last year that it would bring up to 15 stores to the Bay Area in the next few years, a Dallas-based sandwich chain has since declared San Francisco its main focus for development and plans to open even more restaurants in the area.

Which Wich Superior Sandwiches, which launched in Dallas in 2003 and has since grown its company to 400 locations, plans to open at least 27 locations in the Bay Area, and an additional 20 in Sacramento.

“We have stores open and operating in those markets, so those are preparing us to take the brand more to the city (and beyond),” said Connie Alires, the director of franchise development at Which Wich. The company is looking at opening in San Francisco, Daly City, San Bruno, Dublin, Berkeley, Walnut Creek, Concord and Pleasant Hill, but no real estate deals have been finalized, and it is still seeking franchise developers.


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The new restaurants will join five existing Which Wich spots in the Bay Area, including in Alameda, and ones in Fremont, Burlingame, San Jose and Belmont.

Each store will have between 20 and 30 jobs, Alires said, meaning that the 27 openings could provide more than 800 jobs in the region.

The concept is based on providing a customizable experience for customers, Jeff Vickers, vice president of development for the sandwich chain, told the Business Times in September.

Guests choose from a selection of breads, meats, cheeses and more than 60 toppings for their sandwich, marking the style, size and ingredients on a bag that they hand to the sandwich makers.

Vickers said the customizable approach is key for competing in the modern fast-casual restaurant sphere.

“We’ve become a society of foodies, you can be healthy and build the sandwich accordingly, or indulge,” Vickers said.

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