New sandwich concept coming to Naperville

The way customers place their orders at a new sandwich chain hitting the area has its origins in the way the founder's mother made school lunches when he was growing up.

Jeff Sinelli, founder of Dallas-based Which Wich Superior Sandwiches, says his mother would write the contents of his lunch on the outside of the bag to help keep the lunches of his four siblings straight.

This concept is used at the growing franchise that recently opened its first suburban store in Naperville at 2728 W. 75th St. The store, with its bright mustard yellow decor, features more than 50 different toasted sandwiches. Naperville natives Mike Hosler and his wife, Sheila, operate the newest operation.

They say the ordering system is one of the attractions and a way to make sure customers are getting exactly what they want on their sandwich. As part of the low-tech but effective ordering system, customers grab a printed brown bag out of a rack and check off exactly what they want on their sandwich with a red Sharpie. Customers put their name on the bag and can decorate that back side and watch it as it's clipped to an old-fashioned zip line and pushed along to where the sandwich is put together and bagged.

"We make custom sandwiches. We make it just how you want it," said Mike, who worked in financial services before launching the franchise. He adds that the atmosphere at the eatery is uplifting. "It's all about the vibe and the food," he said.

The majority of sandwiches cost $5.10. Customers can pick any combination from a peanut butter, banana and honey sandwich to a traditional turkey, lettuce and cheese. Meatloaf sandwiches, turkey pastrami and grinders are also on the menu. For big eaters, a house special called the Wicked lets you pile on the deli meats and cheeses. It goes for $6.10.

Other highlights include warm cookies, malts and hand-dipped milk shakes ($2.75 and $3.50).

A children's menu, including peanut butter and jelly and grilled cheese, allows children to have the sandwich just how they like it, even with the crusts cut off. The sandwich with a drink is $3.75.

The idea for the Naperville business originated nearly a year ago. Mike heard about the 85-store franchise from friends and drove to Iowa to check it out for himself. A snowstorm hit while he was driving. He kept going and was surprised at what he saw when he arrived. "The restaurant was packed at 2:30 in the afternoon in the middle of a snowstorm," he said.

Mike, 43, moved forward with the plan to bring the concept to Illinois. The Naperville Central High School graduate said he hopes to open additional locations in the near future. The owners are raising two children, ages 10 and 12, in Naperville.

The eatery is open from 10 a.m. to 9 p.m. Monday through Saturday and 11 a.m. to 9 p.m. Sunday.

For more, check out whichwich.com or call (630) 961-2000.