Which Wich Answers the Sandwich Question

Sandwiched into the south end of the Forum shopping center you will find a restaurant that answers the sandwich lovers biggest question: Which Wich?


Most restaurants come to you with food answers, but answers with questions. “Which Wich do you want? Are you on the road to Wiches?” (the Which Wich loyalty program.) and “Wich way should you go?” 

Store owner Gary Birnberg says Which Wich is all about customization. They want their customers to have a positive experience and the first and best way is to let them design a sandwich exactly the way they like it.

Which Wich founder Jeff Sinelli of Dallas, Texas had the dream for some time of a new and better sandwich shop where customers could pick from the freshest ingredients and come up with the sandwich of their dreams. He remembers as a child his mom packing a brown bag lunch for him and on the outside of the bag writing what was in his lunch like “turkey on rye” or whatever the sandwich of the day happened to be. From this early experience Sinelli designed the Which Wich brown bag on which customers check off exactly what they want on their sandwiches.

While Which Wich was being developed, owner Birnberg, a Georgia Tech Industrial Engineering grad with an MBA from Mercer, was on the look out for the perfect restaurant. Dreaming of owning a franchise for many years, when Birnberg first heard the Which Wich concept he flew to Dallas to meet founder Sinelli and decided right away that this was the business for him. He now owns four Which Wiches in the Atlanta area and may open more. He commented that he’s “good at multi-tasking.”

Birnberg suggested that I try the signature sandwich called the Wicked, as in Wicked Wich; and it was wicked good as some might say. I don’t believe that I’m from the correct area of the country to use such terminology but if I were, then that’s what I’d say.  I complimented the sandwich with the Which Wich chips which are some of my favorites and a soft drink. 

If you want something more to top off your meal the sandwich shop serves hand dipped milkshakes made from all fresh ingredients. Birnberg’s favorite is the Oreo Cookie and fresh Banana milkshake. Sounds good to me. 

Birnberg says he loves having a Which Wich, his first, in Peachtree Corners; one of the first Northern Atlanta suburbs. “People have a great pride in this community and it shows.” says Birnberg. He’s glad to be a part of that. 

If you need food for a party Which Wich serves box lunches, or special orders and will deliver anywhere in the Atlanta area. Click for more info on the Forum Which Wich or follow them on Facebook. 

When you find yourself in the mood for a sandwich made just the way you like it, stop by Which Wich at the Forum and decide Which Wich you want. And remember, “your Wich is their command.”

Which Wich at the Forum
4880 Peachtree Corners Circle, Suite 1120-C
Peachtree Corners, GA 30092
(770) 246-0200
(770) 246-0201 (fax)

Monday - Saturday: 11am - 8pm
Sunday: 11am - 6pm


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