Dallas-based Which Wich has started asking its customers: "Would you like fries with that?"
Their new crinkle-cut French fries became available July 15.
Which Wich claims to be the first major sandwich chain selling French fries. A scan of the menus at sandwich shops like Subway, Jimmy John's, Jersey Mike's Subs, Potbelly and Schlotzsky's show that, indeed, those companies are selling potato chips, not fries.
There's a simple explanation: Fries require a fryer. And even that one new piece of equipment can spell significant changes for franchises, which thrive on replicable business processes.
Which Wich's fries are cooked in a countertop fryer. They're served salted, with the option of housemade ranch dressing or "Wich Sauce," which is like an aioli, on the side.
Which Wich operates 400 shops in the U.S. and 30 more globally. The fries were inspired by customers at a shop in the Middle East, Which Wich President Cherry Hearn says: "We discovered they are not a big consumer of potato chips — and that was our standard thing. They really wanted fries," she says. After testing the new menu item, Hearn says French fries in the Middle East "vastly out-sold chips."
The sandwich market is competitive, and many companies are trying to stay relevant by offering sandwich delivery services. Which Wich's attempt to be different is to offer new menu items, like the new line of milkshakes it debuted earlier in 2019 and this new French fry campaign.
"We're always looking for the things that can differentiate us from the other brands out there," says Hala Habal, chief communications officer.
The fries are available at all Which Wich shops nationwide, including those in North Texas. Fries will not be sold at stores in North Carolina for now; stores are working on getting appropriate permits to add the fryers to their stores.
The fries cost $2.50 for a regular-sized order and $4 for a large.
