Kevin Todd, the former Mitchells & Butlers (M&B) managing director and current chairman of the Big Easy, is advising on the UK launch of Which Wich, the US-based sandwich concept.

Todd, who spent 25 years at M&B, is aiding brothers Rami and Nader Awada of AAA Investment House Group, who earlier this year signed a master franchise agreement to launch Which Wich in the UK, with the first location set to open in London by the end of this year.

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 award-winning sandwich concept started over 10 years ago in Dallas, Texas.

“We believe that Which Wich provides a unique experience and universal product that crosses all borders,” said Alex Oswiecinski, vice president of international operations and development for Which Wich. “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.”

“We are super excited to bring an amazing quality and novel sandwich experience to the UK population,” said Rami Awada. “We are determined to ensure the brands success in London first. We are currently looking for suitable A1 sites from 800 to 1600sq ft across high traffic areas in major London centres.”

Which Wich is best known for its customisable sandwiches and salads, creative ordering system, and personalised sandwich bags.

The Which Wich menu offers a wide variety of signature customisable “wiches,” as well as plenty of healthy and vegetarian options.

In addition to customised wiches, customers can enjoy real ice cream shakes and signature fries.