Which Wich CEO Says He's Conflicted Over Push to Super-Size His Sandwiches
Late yesterday I came across this story in which Which Wich CEO Jeff Sinelli expressed a certain angst over his Dallas-based sandwich chain's decision to offer the so-called Which Wich Super, a 15-inch, low-priced variation on the standard 8-inch offering. Sinelli was speaking on Sunday in Chicago at the National Restaurant Association Restaurant Hotel-Motel Show -- specifically, he was there for a panel titled "Top Restaurant CEOs Reveal Successful Sales Driving Menu Strategies for Overcoming Tough Economic Times" -- and he said, yeah, the offering was doing well, but that didn't make it, ya know, right.
I just called to ask at which locations the giant sandwich was being tested; the story said four, but not at which Which Wiches you could buy the sucker (not that I am so inclined, swear). Sinelli himself called this morning to offer the whereabouts: the downtown Dallas corporate location, as well as shops in Southlake, Fort Worth and in Arizona. And, again, he expressed his concern for even deciding to go big.
"We received a little bit of pressure to introduce a larger sandwich, and this is my own personal conflict," he tells Unfair Park. "I believe people have a responsibility to eat what they want to eat and how much, but we have the responsibility not to put something reckless out there. Which is why I want to make sure we're not rolling it out till I've had [enough time to] look at the data and social consciousness of it before giving it to the other 80 stores."
He says no decision will be made till January -- though, at the moment, he's "leaning toward [staying with] our signature size, [because] at the end of the day, I believe in portion control, and there should be value in portion control."
That said, he recommends La Monumental at Burguesa Burger, his new joint on Inwood Road -- you know, the new "Mexican burger" joint next to the original Sonny Bryan's. And that two-patties-plus-a-slice-o'-ham sumbitch doesn't sound morally correct whatsoever. Delicious, yes.
Get the ICYMI: Today's Top Stories Newsletter Our daily newsletter delivers quick clicks to keep you in the know
Catch up on the day's news and stay informed with our daily digest of the most popular news, music, food and arts stories in Dallas, delivered to your inbox Monday through Friday.