Which Wich, the US-based sandwich concept, will make its UK debut this year after signing a franchise deal to initially open 10 sites in London.

The company, which currently has 500 sites open or in development in 39 states in the US and 10 countries, said it was focused on opening 10 sites throughout London in the short term, with a capacity throughout the UK to add more than 100 locations in the future.

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 brothers said they were currently scouting locations for their first Which Wich to open in the capital this year. The site will mark the brand’s debut in Europe.

“London is the heart of the United Kingdom and a hub for those traveling throughout Europe. Given the success Which Wich has experienced in other major international markets, we feel that our brand will also be enthusiastically received in the UK,” said Alex Oswiecinski, vice president of International Operations & Development for Which Wich.

Under the terms of the deal, further expansion throughout the United Kingdom is possible after the opening of the first ten London locations. In order to adapt the brand, Which Wich plans to incorporate a design that has been successful in similar high-density global markets, like Dubai, where slightly smaller real estate footprints are maximized while maintaining the trademark Which Wich experience.

“We believe that Which Wich provides a unique experience and universal product that crosses all borders. We are focused on supporting the Awada brothers to make Which Wich’s foray into London a huge success, which will naturally lead to demand across the UK and Europe.”

“When I first stumbled upon Which Wich in the States, I was drawn by the name, the vibe inside the restaurant, and their creative ordering system,” said Rami Awada. “But after trying their sandwiches, I understood why they call them ‘superior.’ I knew right then that it was a concept that Londoners would love, and could take the UK by storm.”

Historically, the brand has proven successful in major metropolitan areas in both the US and abroad. Which Wich locations in London will have a menu that features popular items from the US, with additional flavours and options specific to the UK The brand’s signature hot sandwiches, salads and shakes will be complimented by a line of fries (“chips” in Britain) that feature various seasoning and dipping sauce options, which have been a hit in the Middle East.