Jon and George Kasira have brought the area’s first Which Wich sandwich franchise – best known for its bag ordering system and variety of “Yummy Side Up” Eggwiches – to Palm Desert.
Born and raised in the Coachella Valley, the brothers are Palm Springs High School graduates – Jon, Class of 2012, and George, Class of 2009.
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Coming back to the desert after they both had graduated from UC Riverside – where they also roomed together – seemed as natural a move as going into business together.
“It’s home,” said George.
“It’s friendly here, people say hello to each other,” Jon said. “I don’t see any reason to leave.”
Once they decided to go into business together, the brothers began checking out franchise options.
It was George’s girlfriend who introduced them to Dallas-based Which Wich and it didn’t take long for them to decide it was the right business for them.
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They liked the product, the menu and positive atmosphere Which Wich strives for at each of its locations.
Customers can choose from a menu of Which Wich “favorites” or build their own sandwiches from a long list of ingredients – meats, vegetables, toppings and condiments.
Which Wich is best known for its variety of “Yummy Side Up” Eggwiches – “the sandwich that drools back” – including the Bánh Mì, a soy glazed pulled pork sandwich inspired by the flavors of Vietnam. There is also the Cheeseburgerwich – tender sirloin, smoked thick-cut bacon, American cheese, tomatoes, caramelized onions, pickles, toasted sesame seeds, special sauce and sunny side up egg on toasted baguette.
The Brunchwich features rotisserie roasted beef and lamb gyro slices, smoked thick-cut bacon, American cheese, tomatoes, house-made Harissa mayonnaise and a sunny-side up egg on toasted baguette.
Menus also include vegan and vegetarian sandwiches.
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For dessert or other cravings, the menu also includes milkshakes, cookies and other sweets.
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Which Wich is a young, growing company with several Southern California stores, mostly in San Diego and Los Angeles counties. Until the Palm Desert store opened last week, the nearest Which Wich to the valley was in Temecula.
It was launched in 2003 in Dallas, Texas, by Jeff Sinelli, founder and “chief vibe officer” who likes to call himself a “human sandwich board.” Which Wich is Sinelli’s restaurant chain. He started Ghengis Grill, a Mongolian barbecue chain in 1998 which grew to 11 locations in five states before he sold the company in 2003 and embarked on a new venture, “filling a void in the sandwich shop arena.”
He began selling Which Wich franchise rights in 2005 and the company now has more than 450 locations in 39 states and 11 countries.
In recent months, Which Wich has been changing its restaurants and ordering system and the Palm Desert location has all the new elements.
The older stores use the traditional bag system – where customers come in, grab a paper bag containing a full menu and boxes to check preferred ingredients, bread types, beverages and side orders.
Now, it is all done at the kiosk – “still customizable but easier, I think, for the customer,” George said, adding the paper bags are still part of the experience.
“When we knew the change was coming and this would be the first Which Wich in the Coachella Valley, we wanted to wait and open with the new look rather than open and have to transition into the changes,” Jon said.
The Kasiras scoured the valley for a location, but said El Paseo Square was always their first choice. The recently revamped shopping center, on Highway 111 at San Pablo Avenue, is anchored by Saks Off 5th clothing store and is home to a variety of other eateries, including Blaze Pizza.
Their business is also just up the street from another family-run business – Country Club Liquor which is owned and operated by their father.
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“We would help him” at the store, they said, “but Dad never wanted us to ‘work’ for him.”
But now going into business for themselves, he has been there to offer advice along the way.
Their experience with their Dad’s business also made them a good fit for Which Wich, said Dennis Holland, the Coronado-based area director for Which Wich.
“They know what hard work looks like and what taking a risk looks like,” Holland said. “Plus, they grew up in the area and know it well.”
It is expected that there will be Which Wiches in the valley, though where and when is unknown.
“We would love to see growth in the valley … and there is a lot of potential,” Holland said.
But, he said, Which Wich likes to grow at a managed pace.
“We find the right partners first and then the right (location),” Holland said.
IF YOU GO
Which Wich: El Paseo Square, 73405 Highway 111 Suite 102
Hours: 10 a.m. to 9 p.m.
To see a menu and order online: whichwich.com
Information: (760) 895-4378 or email [email protected]
Source: https://t-tees.com
Category: WHICH
