Feature Story - Which Wich

The taste of pineapple and ham makes your mouth want to hula dance as you bite into the perfect sandwich, the bread and veggies chosen and toasted exactly to your liking.
A pineapple hand-dip-shake matches the tropical taste of the rest of the meal, and yellow "vibes" on the wall give you a feeling of peace.
Which Wich restaurant allows customers to experience exactly this. It is a chain found in 18 states, Oklahoma having four stores of its own. The restaurant became popular after it was founded by Jeff Sinelli's spark of creativity. Customers mark with red Sharpie on their sandwich bags not only the type of sandwich desired (the "Hula" only one of 50 varieties), but also the bread, cheese, veggies, and sauce.
This allows for customers to experiment with otherwise odd varieties; anything from a Spam and coleslaw sandwich to tuna and avocado is possible.
A "Wich of the Week" is featured next to the menu inside, encouraging adventurous customers to try something new. There are also Kidswiches for children and healthy sandwich options.
In addition to sandwiches, the chain has cookies, shakes, and Which Wich brand chips that are a favorite with some Norman customers.
Orion Strand says the chips are really good, and he usually orders the pastrami wich. "First I used to go to [Which Wich] in Austin, but then when I came here for school I found out there was one in Norman. I was really excited about it! I come at least once, sometimes twice, a week."
Strand says that he usually comes alone and likes the atmosphere that accompanies his food.
Which Wich stores encourage guests to draw "bag doodles" on the back of the brown sandwich bags with red Sharpie while they eat. These doodles can then be pinned to the doodle wall for future customers to see or uploaded to the Web site.
A few local and national newspapers are posted inside on wooden columns to be read while customers are waiting for their wiches and shakes. Customers in the Norman store can also enjoy the soft black leather seats mixed in with the wooden chairs, two large televisions, and the pleasant patio that provides a view of the campus to the south and the yellow "vibes" that decorate the walls.
The "vibes" are what most set Which Wich apart from other sandwich shops. Round, mustard-yellow wordless signs decorate the store with peace signs, smiley faces, lightning bolts, and the earth. In the Norman store, one of the vibes is the Texas Longhorns football team symbol - upside down.
Customers can play Which-Tac-Toe (tic-tac-toe) on the back of the Kidswich bag or enjoy the comfort of a peanut butter, honey and banana "Elvis Wich".
Craig, the manager at the Norman store, says "11:30 to 1:00 is probably the busiest time." The store has been opened three years from 10 a.m. to 10 p.m. daily and has an impressive lunch rush while Norman students and families come in to enjoy creating their unique sandwich combinations.
Strand said the prices are fair and he can see the chain lasting for a long time no matter what happens to the Oklahoma economy.
"I can see why [Which Wich is] popular. I know its great to me and I'll keep coming as long as I'm living near one."
The store provides one more surprise for customers like Strand. Which Wich loyalty cards are stamped with the purchase of each wich. After the tenth stamp, customers get one additional wich free.
Earning a free wich is not as difficult as may sound. Each of the ten wiches is filled with fantastic taste and creativity, and customers might find themselves filling two, three or four cards as the chain continues to grow and customers return, loyal to their wiches.