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WHICH WICH® Superior Sandwiches arrived in Dubai, United Arab Emirates.
WHICH WICH® Superior Sandwiches arrived in Dubai, United Arab Emirates.

The most innovative sandwich brand from the United States has finally arrived in Dubai. Which Wich® Superior Sandwiches, an award-winning, international fast casual sandwich concept opened its doors in the UAE on July 14, 2013. The first store is located in Dubai, at City Tower 1 on the Sheikh Zayed Road, Opposite Emirates Towers (Operating Hours: 7am to 2am). Trident Food Concepts plans to open 10 stores in Dubai by year-end 2016.

Operated by Trident Food Concepts, the superior sandwich concept is known for its creative ordering system: all sandwiches are customized to order, and are delivered to the customer in a personalized sandwich bag. Guests place their orders by using a red Sharpie® to mark pre-printed menus on sandwich bags. The guest may select from 50+ wiches from 10 different categories, checking the type of bread, cheese, and additional ingredients, finally choosing desired spreads and sauces.

With 56 trillion possible combinations, Which Wich Superior Sandwiches offers more than fifty varieties of customizable “wiches,” ranging from the signature Wicked, loaded with five meats (turkey, turkey ham, roast beef, pepperoni, and beef bacon) and three cheeses, to unique items such as Thank You Turkey, a traditional American Thanksgiving meal with stuffing and cranberry sauce, folded into a bun!

“We (Which Wich) are aligned as a company to become a global sandwich brand as we adapt our menus with our international partners. We look for the brand to not only become stronger in our home country, but enter new ones just as strongly,” said Which Wich Founder and CEO, Jeff Sinelli. Regarding Which Wich in the UAE, he said, “We are excited about the UAE, specifically Roshan Sambhwani and Trident Food Concepts because of their thoughtful, yet aggressive plan to expand in Dubai and beyond. It's rare when you find partners that have decades of energy, resources, and talent left to commit to such an undertaking as building the brand – the right way – from the first store.”

“We at Trident Food Concepts, aim to offer our guests with unique experiences, not just wonderful products. With high quality ingredients, a revolutionary ordering system, and extensive choices of Wiches and toppings – we'll achieve our aim with Which Wich.

At Which Wich we serve superior sandwiches and spread positive Vibes, and we look to spread those Vibes across the country with every store that we open,” said Trident Food Concepts CEO, Roshan Sambhwani. Expressing his confidence in the brand he said “With Which Wich, we are not raising the bar; we are creating an entirely new standard of measurement in the sandwich industry”

In addition to customized, toasted wiches, customers can enjoy hand-dipped shakes, signature house chips, brownies, freshly brewed coffee and just-out-of-the-oven cookies in an edgy yet magnetic environment. Which Wich locations feature free wi-fi, and a community wall showcasing the sandwich bag artwork.

Which Wich is also proud of its Sandwichfaction Guarantee®. We stand behind all of our sandwiches. If you're not 100% satisfied with your wich at the time you receive it, we will replace it, refund your money, or both.

About Which Wich Superior Sandwiches

Which Wich Superior Sandwiches was founded in Dallas in late 2003 by restaurant entrepreneur Jeff Sinelli. The national sandwich chain is best known for its more than 50 customizable sandwiches, creative ordering system and personalized sandwich bag. In 2007, Which Wich received the coveted Hot Concepts! Award from Nation's Restaurant News, the premier trade publication for the restaurant industry. Which Wich currently has 250 locations open, or in development, in 30 states and four countries.

For more information, please visit

Posted by : Publilink Dubai, Publilink
Viewed 68033 times
PR Category : Food Industry
Posted on : Tuesday, August 27, 2013  7:09:00 PM UAE local time (GMT+4)
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