Photo by Madoline Markham.
0912 Which Wich
Chief Executive Wicher Josh Hall explains the Which Wich sandwich process to a customer.
Chief Executive Wicher Josh Hall runs the business behind the Which Wich at the Summit, but from 11 a.m. to 2 p.m., his job is to welcome customers and show them the Which Wich process.
It starts with a red Sharpie and brown bag marked for turkey, ham, beef or whatever category of sandwich you want. Hall likes to encourage people to try a sandwich they might not ordinarily eat.
Hall’s favorites are the Grinder with three Italian meats, the Buffalo Chicken and their Roast Beef. Any sandwich combinations are also available as a salad. They also get compliments on the variety on their vegetarian menu.
You mark off your toppings with the Sharpie and hand it to the cashier for the wich to be assembled. Kids (and adults) can also draw on bags and post them on their community wall, located in the back of the restaurant.
Which wiches are baked, not toasted and not steamed. Their bread, available in white or wheat, comes from a bakery outside Chicago; it’s crispy on the outside and soft on the inside unlike more dense breads.
From there you can add on a paper bag of house salt and pepper kettle-cooked Which Chips, or a milkshake or brownie, to your order.
The process just takes a few minutes longer before someone calls out your name and your kind of sandwich. The owners emphasize that you are a name, not a number.
“We are not known for our speed,” Hall said. “We are known for great tasting sandwiches.”
Hall moved here from Memphis to open the first Alabama Which Wich after he found that the market looked good for growth. He looked at the UAB medical area and Hoover before deciding on the Summit, which his Chief Operating Wicher Mike Hecomovich calls an “everyday billboard.”
“My wife and I love restaurants and cafes,” Hall said. “We looked at several different things in the North and South before my wife suggested we look at Which Wich.”
The Summit location opened in December and a second location opened in SOHO in Homewood in July. They hope to open Hoover and downtown locations soon.
After spending time in Alabama, Hall quickly learned how important sports are here and planned his locations accordingly. You’ll find ESPN always on their television and logos of area colleges on the wall.
Which Wich caters and takes phone or faxed-in orders.