Two Pointes natives have teamed up to open metro Detroit’s first Which Wich Superior Sandwich shop — part of an award-winning fast-casual chain founded in Dallas in 2003 by another metro Detroiter.
Mike Berschback and Nabil Shurafa opened the shop last week at 17045 Kercheval in Grosse Pointe, just a few blocks from where they grew up as friends, starting in first grade.
Which Wich customers order their submarine sandwiches by first choosing the type of protein they prefer and then selecting one of several customizable “wiches” made with that meat or vegetarian choice. Then they use a red Sharpie marker and the pre-printed menu on a sandwich bag to check off what bread and additional ingredients they want.
Sandwich fixings range from cheeses, double meat and and veggies to sauces and dressings, and sandwiches can be ordered hot or cold. Numerous vegetarian choices are available, and orders can be turned into bowls or lettuce wraps.
Employees assemble the sandwich, wrap it in paper and foil, and hand it over in the bag the customer marked up.
Hand-dipped, made-to-order shakes using premium ice cream are another Which Wich specialty.
The franchise co-owners plan to open other metro Detroit locations; their next store will be in Southfield, on Greenfield Road north of Ten Mile.
Berschback, a Michigan State grad, grew up to work in the restaurant business, while Shurafa became a hedge fund investment strategist living in New Jersey. After Shurafa decided to move back to metro Detroit to get involved in its economic recovery, the old friends decided to go into business together. A chance visit to a Which Wich in Petoskey convinced them it was a winning idea.
The chain, with more than 300 locations in 38 states, was founded by Jeff Sinelli, whose father owned sports bars in the Detroit area. After graduating from Michigan State, Sinelli moved to Dallas and opened independent restaurants, bars and clubs there in the 1990s before deciding to try to develop a national concept.
The company received a Hot Concept Award from Nation’s Restaurant News in 2007. In 2010, Chain Store Guide named it the fastest-growing chain the U.S. and Canada.
Which Wich, located between Peet’s Coffee and TCBY, is open 10:30 a.m.-9 p.m. Monday-Saturday and 11 a.m.-8 p.m. Sunday. (313-469-8494 and www.whichwich.com)