US customisable sandwich concept Which Wich is eyeing Liverpool as part of an expansive UK rollout. The company told industry newsletter Propel it believes the UK market "has the potential to support well in excess of 100 locations nationwide over time".
Current presence and growth plans
Which Wich, a chain with more than 400 locations worldwide, currently operates two London sites and two in Cardiff. A franchise programme launched in 2023 is now beginning to map out a path to growth.
Wael Osman, Which Wich UK’s marketing manager, told Propel: "We have seen significant interest in the brand, with multiple conversations currently taking place regarding expansion opportunities across several key cities."
Regional cities under consideration
Osman added: "Beyond London and Wales, we continue to see strong potential across major regional cities including Manchester, Birmingham, Leeds, Liverpool and Edinburgh."
"We still believe reaching 30 UK sites within three years is both realistic and achievable, with a short-term target of reaching 10 sites within the next 12-14 months."
Market potential
The company believes there is considerable room for premium sandwich growth in the market and the UK has the potential to support "well in excess of 100 Which Wich locations nationwide over time".
