Which Wich, the US-based sandwich concept, has confirmed that it has secured a site in London’s Central St Giles for its launch in the UK.

As revealed by MCA last year, the concept, which last year signed a franchise deal with the AAA Investment House Group to initially open 10 sites in London, has taken the Spaccanapoli unit at the Central St Giles scheme for an opening at the end of next month.

James Rushton, formerly of PizzaExpress and EAT, is aiding the UK launch and roll out of Which Wich, the US-based sandwich concept, as its head of operations. Kevin Todd, the former Mitchells & Butlers (M&B) managing director and current chairman of the Big Easy, is also advising on the launch of the concept in the UK.

Which Wich, which has more than 450 locations open or in development in 13 countries around the world, plans to eventually operates 100 new sites in Europe by 2027.

Under the terms of the deal, further expansion throughout the UK is possible after the opening of the first 10 London locations.

The London expansion is being spearheaded by brothers Rami and Nader Awada, under the group AAA Investment House umbrella.

The Awadas said that they recognised the demand for Which Wich’s hot sandwiches with customisable toppings in the London market, where they believe there is a saturation of cold grab-and-go options. The site will mark the brand’s debut in Europe.

Mark Wright and Kiren Dhesi at CDG Leisure, which brokered the deal, said: “As one of the largest mixed-use developments in the West End, occupied by some of the world’s leading companies, this is the ideal location for Which Wich’s London flagship. The chain is the first concept to use an interactive, fully customizable bag ordering system and with more than 40 toppings to choose from, it is guaranteed to be popular with occupiers as well as becoming a standalone lunch destination.”