Which Wich

Which Wich

Restaurateur Jeff Sinelli signs his e-mails “best wiches,” and like the play on words in his chain’s name—Which Wich—there’s a double entendre there. The 38-year-old entrepreneur loves creating brands. Sinelli sold an earlier concept, Genghis Grill, in 2002 and took a yearlong hiatus, engaging in “deep, introspective searching” for his next move, but he had no doubt it would entail creating yet another winning restaurant chain. <

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