TL;DR
Tom Colicchio is franchising his fast casual 'Wichcraft to grow across the country. He aims to reach 200 stores in the next five to seven years.
According to QSR, renowned chef and owner of ‘Wichcraft Tom Colicchio has turned to franchising to grow the sandwich fast casual across the country after a recent rebrand. Currently only in New York City, Colicchio is focusing on markets outside the Big Apple, specifically targeting more affordable rent costs with room to cook on-site.
“For me, I just looked at it and said, if I actually want to grow this thing, and get it to 200 stores in the next five or seven years, I can’t do it on my own—especially because I have one hand in ’Wichcraft and one hand in my restaurants,” Colicchio told QSR. “Reality sets in.”
Colicchio gave ‘Wichcraft a full rebrand in everything from store layout to the menu, creating the consistency needed for franchisees. Colicchio is hunting for seasoned franchisees that will serve as operators and live up to the upscale, chef-driven expectations.
In this story
This story was originally published in 1851 Franchise on November 16, 2019. Burnaze summarizes and links to the original reporting.
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