Jeff Sinelli continues his march to take over the world one sandwich at a time. The CEO of Dallas-based Which Wich has started to build out a Deep Ellum location on the corner of Commerce and Hall Streets. The storefront will serve as a test model for urban markets in the northeast, where he'll compete with some of the country's greatest hoagies.
Sinelli hopes to use the location to troubleshoot operations within smaller foot prints -- a move to prepare for the higher cost, smaller square footage locations he's targeting in Boston, New York City and Washington D.C. He's currently abroad looking at international locations as well. Carnitas wich and Kati Rolls anyone?
At 500 square feet, the newest Which Wich spot is much smaller than typical locations and will also serve as a training facility for perspective franchise purchasers. The menu for the location is getting a trim, too, from 50 sandwiches down to 15, plus chips and desserts.
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Sinelli isn't new to expansion. After operating clubs and bars in the Deep Ellum neighborhood, he created the Genghis Grill franchise, a choose-your-own-adventure Mongolian barbecue concept that has spread like a virus to 22 states. Sinelli cashed out and started Which Wich, currently licensed to 150 locations. He hopes to hit 200 by the end of 2012. The Deep Ellum location should be open in January.