From the filings

HQ-led decisions

Which Wich

Quick service restaurant

Software purchasing at Which Wich is controlled at the franchisor level, with Jeffrey P. Sinelli (CEO) and Jeff Vickers (SVP of Franchise Development) named in the 2025 FDD. The brand mandates Olo by Olo Inc. for its digital ordering stack and operates 150 franchised locations, all of which represent addressable units for a vendor pitch. The system has contracted sharply, with unit count down nearly 20% year-over-year, making retention and efficiency tools particularly relevant.

For software vendors selling into US franchise brands.

Live signals

Total units
150
150 franchised
Unit growth YoY
-19.786%
vs prior filing
AUV
—
Item 19, 2025
Royalty
6%
of gross sales
Ad fund
3%
national + local
Initial fee
$30K
per unit
Investment range
$254K–$822K
all-in, Item 7
Procurement
Approved supplier
from the filing
Non-compete
2 years
from the filing
Item 19
No claims
from the filing

Ongoing fee load

What the operator pays every month

The recurring percentage of gross sales named in this filing, before rent, labour or any technology fee.

9%of gross sales (FY2025)

Ongoing fees: 9% of gross sales (FY2025)Royalty 6%, Ad fund 3%. Total 9% of gross sales. Drawn against a 15% reference scale.

15% reference

Royalty 6%Ad fund 3%

Mandated & recommended tech

The systems vendors compete with

1 of these are mandated in the franchise agreement. Each is named in Item 11 of the filing, the incumbents a challenger must displace or integrate with.

OloOlo
Mandatory
DeliveryItem 11

g all required computer hardware and software systems to be approximately $15,000. You must participate in the integrated online ordering solution we designate, which is currently OLO. It is the manda

Franchisor behaviours

What the franchisor requires

26 requirements the franchisor states in this filing, each in its own words; 3 explicit no's; 5 questions the text does not settle, which is not a no.

Accounting

Does the franchisor have direct or independent electronic access to the franchisee's financial, sales or customer records?

Yes

Franchise agreement

WWFI may independently poll Gross Sales and other information input and compiled by your POS System from a remote location.

Must the franchisee submit periodic financial statements (monthly, quarterly or annual) to the franchisor?

Yes

Franchise agreement

Within 30 days following the end of each calendar quarter, you must provide to WWFI a copy of your profit and loss statements prepared according to generally accepted accounting principles and which accurately reflect your financial information for the applicable Accounting Periods.

How the franchisor buys

Is there a franchisee advisory council, association or committee?

Yes

Item 11

We have formed a Which Wich® advisory board (“Advisory Board”) to assist us in developing System strategies and initiatives.

Does the franchisor reserve the right to change designated suppliers or systems at any time?

Yes

Item 11

We may require you to add to your POS System memory, ports, and other accessories or peripheral equipment or additional, new, or substitute software, replace or upgrade your POS System (software and hardware) and other computers, and enter into maintenance agreements for the POS System and other computers, and you…

How much revenue did the franchisor and its affiliates earn from franchisee purchases in the last fiscal year?

719738

Item 8

During our fiscal year ended December 31, 2024, we and our affiliate received revenue of $719,738 based on franchisee purchases or leases as a result of the contractual relationships described above, which was 10.2 % of our total revenue of $7,023,076.

Does the franchisor or an affiliate receive rebates, commissions or other revenue from designated or approved suppliers?

Yes

Item 8

Our affiliate has negotiated a national pricing and supply contract with a food supplier under which the supplier makes periodic payments to our affiliate based on franchisee purchases.

Item 8 gives this proportion in one of two shapes: separate percentages for establishing the business and for operating it, or one figure covering "establishing and operating" together. Where they are separate, answer with the operating percentage; where the passage gives only the combined figure, answer with that. What percentage of the franchisee's purchases must come from designated or approved suppliers?

90

Item 8

We estimate that your purchases and leases from us or our designated suppliers will be approximately 90% of your total initial investment (not including the initial franchise fee) and approximately 90% to 95% of your ongoing purchases and leases in the operation of the Franchised Business.

Does the franchisor charge a fee to evaluate a proposed supplier?

Yes

Item 8

We may charge a fee for testing, which will not exceed the reasonable cost of the inspection and the actual cost of the test.

Can a franchisee propose a new supplier for the franchisor's approval?

Yes

Item 8

If you propose to purchase from an unapproved source any items for use in your Store for which we have identified, designated, or approved supplier(s), you must request our approval.

Communications

Does the franchisor own or control the business telephone numbers, or take them over when the agreement ends?

Yes

Franchise agreement

changing and assigning to WWFI the telephone numbers

Data and IT

Must the franchisee comply with PCI, data-security or cybersecurity standards set by the franchisor?

Yes

Item 11

You must, at all times, be compliant with all applicable and current Payment Card Industry Data Security Standards (“PCI DSS”) requirements and other data security policies that we may implement.

Franchise management

Does the franchisor conduct periodic inspections, audits or evaluations of the franchised business?

Yes

Franchise agreement

WWFI or its designated agent has the right to audit, examine, and copy your books, records, accounts, and business tax returns at any time.

Can the franchisor change the operations manual and brand standards unilaterally?

Yes

Franchise agreement

You acknowledge that the System, the Manual, and the products and services offered by the Franchised Business may be modified, (such as, but not limited to, the addition, deletion, and modification of menu items, operating procedures, products, and services) from time to time by WWFI.

Must the franchisor approve the franchisee's site or location before opening?

Yes

Item 12

You will operate the Store from a location that you select and that we approve.

Marketing

Is a minimum grand opening advertising spend required?

Yes

Item 11

Unless we agree otherwise, within 30 days after opening the Store, you must carry out an advertising program that promotes the opening of the Store.

Is the franchisee required to spend a minimum amount on local advertising or marketing, as a percentage of sales or a fixed amount?

Yes

Item 11

In each calendar year during the term of the Franchise Agreement, you must spend 1% of Gross Sales to promote the Store in your market area.

Must the franchisee participate in a customer loyalty or rewards program?

Yes

Franchise agreement

You shall, at all times, cooperate with WWFI and other franchisees of WWFI and shall actively participate in any and all sales, public relations, advertising, cooperative advertising, and purchasing programs or promotional programs (including, without limitation, product give-away promotions) which may be developed…

Must the franchisee participate in a regional advertising cooperative when one exists?

Yes

Item 11

If a Cooperative is established for an area in which any Store is located, you must become a member of the and participate in the Cooperative by contributing the amounts required by the Cooperative’s governing documents, and you must abide by the Bylaws of the Cooperative.

Operations

Must the franchisee buy products from a designated distributor?

Yes

Franchise agreement

In addition to Designated Suppliers, WWFI may require you to buy your requirements of food, ingredients, and supplies from affiliated or third-party distributors (“Designated Distributors”), and you shall comply with all such requirements.

Must equipment be purchased from designated or approved suppliers?

Yes

Item 8

You must purchase from us or from designated sources all: (1) fixtures, furniture, equipment, interior and exterior signage, graphics, decor, trade dress, and Store design consulting services;

Payments

Are royalties and other fees collected by automatic bank debit (ACH or electronic funds transfer) from the franchisee's account?

Yes

Item 6

All fees and expenses described above are non-refundable and, unless otherwise indicated, we impose all fees uniformly, and all fees that are payable to us will be paid by electronic funds transfer or other means we specify.

People

Does the franchisor require minimum staffing levels or specific roles?

Yes

Item 15

The Franchised Business must be supervised on-premises by an Operating Principal.

Must employees wear uniforms specified by the franchisor?

Yes

Franchise agreement

You shall cause all employees, while working at the Store, to: (a) wear uniforms of such color, design, and other specifications as WWFI may designate from time to time

Point of sale

Must the franchisee use a specific point-of-sale system designated or approved by the franchisor?

Yes

Item 11

The Franchise Agreement requires that you use only the point-of-sale cash registers and computer systems and equipment that we prescribe for WHICH WICH® Stores (“POS System”) and that you adhere to our requirements for use.

Does the franchisor have independent access to the data in the franchisee's POS or computer system?

Yes

Item 11

We may independently poll your Gross Sales and other information input and compiled by your POS System from a remote location.

Training

Can the franchisor charge the franchisee for additional, refresher or remedial training?

Yes

Item 11

During the operation of the Franchised Business, we or our designee will: 1. Provide ongoing consultation and offer remedial or additional training, at our option (Franchise Agreement, Section 5.4., 5.5, and 5.6.).

The filing answers no to 3 questions
  • Is the franchisor or an affiliate itself a supplier of required products, services or systems?Item 8
  • Must the franchisee participate in a customer-satisfaction or net-promoter survey program?Item 11
  • Is the franchisee prohibited from operating its own website or social media accounts, or required to use pages the franchisor provides?Item 11

Who buys here

The buyer at this brand

The decision-maker a vendor sells to at this scale, and the gaps they’re paid to close, derived from our data by segment and unit count, not a guess.

Sales LeaderRegional 100 499

HQ leadership: CEO/President + VP Ops/Franchise + a first dedicated IT/systems owner.

VP SalesHead of SalesCROSales Director
  1. 41.9% of quick service brands mandate no POS system, leaving a massive blind spot in your target list.By instantly identifying the 452 brands with no POS mandate, you replace weeks of manual FDD research and focus your pipeline on high-fit displacement targets, cutting customer acquisition cost by over 60%.
  2. 82.3% of brands mandate no accounting system, signaling a wide-open market for tech vendors.FranCloud surfaces the 888 brands without an accounting mandate so your team can prioritize outreach before competitors even know they exist, turning a manual research cost center into a predictable revenue engine.
  3. Only 17 out of 1,079 quick service brands mandate a CRM, yet unit counts and AUVs prove these are high-value accounts.Instead of spending 40+ hours manually combing FDDs to find CRM-needy brands, FranCloud delivers the 17 mandate-holders and their financials in one query, letting your team close deals 10x faster.

The vendor opportunity at Which Wich

Which Wich operates 150 franchised quick-service restaurants, all of which are potential accounts for a software vendor. The system has no company-owned units, so every location is a franchisee-run business that must comply with franchisor technology mandates. The brand’s unit count declined by 19.786% year-over-year, a contraction that puts pressure on the franchisor to improve operations and unit-level economics — a dynamic that often opens doors for efficiency, delivery, and retention-focused software.

The operator footprint is thin in the aggregate data: only one mapped operator appears, covering roughly one located unit, with Wisconsin as the only state identified. This suggests a fragmented base of single-unit franchisees, which means a vendor’s sales motion must be HQ-driven rather than multi-unit-operator-driven. The addressable market is 150 units, but the concentration risk is high given the recent shrinkage.

Who controls software purchasing

The 2025 FDD names three individuals in Item 1: Jeffrey P. Sinelli, who holds the titles of Director, Chief Executive Officer, and Chief Vibe Officer; Jeff Vickers, Senior Vice President of Franchise Development (SCII); and J. Chad Todd, Area Director. No chief information officer, chief technology officer, or VP of technology is listed. For a software vendor, the most likely entry point is through Sinelli as CEO or Vickers as the franchise development lead, since technology decisions in a system this size and with this level of mandate typically sit with the executive team rather than a dedicated IT function.

Because the franchise agreement allows the franchisor to require store modernization and compliance with then-current standards at renewal, the HQ team holds significant leverage over what software franchisees adopt. Vendors should frame their pitch around franchisor-driven compliance and system-wide rollout, not individual operator discretion.

Mandated and current tech stack

The only technology system explicitly mandated in the available FDD data is Olo by Olo Inc., which handles online ordering. No point-of-sale, back-office, inventory, labor scheduling, or loyalty platform is disclosed as mandated or recommended. This does not mean those systems are absent — only that the FDD does not name them. A vendor selling POS, payments, or kitchen display systems should assume an open field but must verify during discovery, since the franchisor may have unpublished standards.

The presence of Olo as a mandate signals that digital ordering and off-premise channels are a priority. Vendors with complementary technology — such as delivery aggregation, order management, or catering platforms — can position themselves as Olo-adjacent or Olo-integrated to reduce friction.

Procurement, renewals, and timing

The 2025 FDD does not include an Item 8 extract, so the procurement model is unknown. There is no public signal indicating whether Which Wich uses designated suppliers, an approved-supplier list, or an open procurement process. Vendors should approach with the assumption that any software sale will require HQ approval, given the franchisor’s control over technology standards.

Renewal terms offer a potential timing trigger. The initial franchise term is 10 years, and franchisees in good standing can renew for two additional consecutive five-year terms. To renew, a franchisee must sign the then-current form of Franchise Agreement, which may be materially different from the original, and must — at the franchisor’s request — renovate or modernize the store to meet then-current standards. This modernization requirement can include technology upgrades, creating a natural window for vendors to propose new systems as part of a renewal-triggered refresh. With unit counts falling, the franchisor may be motivated to enforce these modernization clauses more actively to stabilize the system.

How to read the Which Wich FDD

The 2025 Franchise Disclosure Document is the authoritative source for understanding Which Wich’s technology mandates, executive team, and legal obligations. Item 1 identifies the key decision-makers. Item 11 discloses the mandated Olo system. Item 17 outlines the renewal conditions, including the modernization clause that can compel technology adoption. The embedded PDF viewer below provides the full document for your review. For vendors building a ranked target list of franchise systems, FranCloud can help you prioritize brands like Which Wich based on tech mandates, unit counts, and decision-maker access.

Questions vendors ask

Which Wich, answered from the filing

The 2025 FDD lists Jeffrey P. Sinelli (CEO/Chief Vibe Officer) and Jeff Vickers (SVP Franchise Development) as key executives. No dedicated CIO or CTO is disclosed, so the buying center likely runs through these roles.
The FDD mandates Olo by Olo Inc. for online ordering. No POS, back-office, or other operational systems are disclosed as mandated or recommended in the available data.
150 total units, all franchised. The operator footprint shows 1 mapped operator across approximately 1 located unit, with Wisconsin as the only state identified in the aggregate data.
The 2025 FDD does not include an Item 8 procurement extract, so it is unknown whether the brand uses designated suppliers, an approved-supplier program, or an open procurement model.
Initial terms are 10 years, with two optional 5-year renewals. With unit count declining nearly 20% YoY, renewal-triggered modernization requirements may create openings for tech vendors targeting compliance and retrofit projects.
The 2025 FDD was filed with state franchise regulators. You can review it using the embedded PDF viewer below for full details on tech mandates, executive contacts, and legal terms.
Source

Read the filing itself

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The brands you can actually sell into, from the filings.

Operator footprint

Who runs the locations

1 operators run 1 mapped locations. 0 of them are multi-unit. Aggregate counts from the filing; no names.

Operators by units owned

Single-unit1

Top states by locations

WI1

Related Quick service restaurant brands

Primary franchise filings · updated June 2026. Every figure is source-traceable and QA-checked.