Hampton Roads entrepreneur plans to invest $4 million in 10 Which Wich stores

Bijal Patel says he has enjoyed so much success with the Which Wich sandwich store he opened last August in Williamsburg that the franchisee plans to invest a total of $4 million, so he can add nine more locations in the Hampton Roads region.

The 2,126-foot store with an outside patio located in the Settlers Market shopping center has done “phenomenally well,” Patel said.  “We are a top-producing store in the Which Wich brand.  We’re possibly No. 1 on the East Coast.   For several months, we were the No. 1 store in the country.”

Patel would not comment on sales figures. He did say that the typical investment for a new construction location for Which Wich is $350,000 to $400,000. The Williamsburg store employs 28 full- and part-time workers. 

Patel, who grew up in Yorktown and Newport News, plans to locate new stores in Virginia Beach,  Norfolk, Hampton, Newport News, York County, and wants to add a second location in Williamsburg.

Total build out will depend on space availability.  “Ideally, we will complete the 9 remaining stores in 4 to 5 years, “he says.  He expects total job creation to be between 250 to 300 employees, including a handful of executives. Patel is the CEO of Wicked Hospitality, a company that manages the stores.

Which Wich is a national sandwich chain based out of Dallas.  Asked what makes it different from other sandwich stores, Petel said, “Bottom line: you have to have a good product, and we have a great product with lots of customization and options for each and every guest.

Patrons can order whatever they want on a sandwich that ranges in price from $5.75 for a small, seven-inch sandwich to $11.50 for a 14-inch sandwich. Orders can be placed online, by phone or in the store.

Patel’s favorite: “The Italian grinder.  That’s the one sandwich I’m hooked on.”