Which Wich, the US-based sandwich concept, has lined up a site in London’s Central St Giles for its launch in the UK early next year, MCA understands.

The concept, which earlier this year signed a franchise deal with the AAA Investment House Group to initially open 10 sites in London, is believed to be in advanced talks to take the Spaccanapoli unit at the Central St Giles scheme.

James Rushton, formerly of PizzaExpress and EAT, 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 UK 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.