DALLAS Which Wich founder Jeff Sinelli this month opened a new burger concept aimed at Hispanic customers.
Sinelli Concepts, which debuted the 81-unit Which Wich sandwich chain in 2003, launched Burguesa Burger on May 5, or Cinco de Mayo. Sinelli also founded and later sold the Genghis Grill Mongolian-style-barbecue chain.
Sinelli said the name “is derived from the Spanish word ‘hamburguesa,’ translated to hamburger. This will be the first true