​Sandwich Sandwich Sets Sights on Global Expansion from London Launch

Sandwich Sandwich, a family-run business from Bristol, has unveiled ambitious expansion plans, positioning itself to compete with established giants such as Pret a Manger and Subway. Founded by Nick Kleiner in 2010, the chain has recently opened its first London outlet on Gresham Street, located in the bustling heart of the city's banking district.

Despite operating just three other outlets in Bristol, Sandwich Sandwich has garnered significant attention and accolades, including being named Uber Eats Restaurant of the Year 2023. This award came with a £100,000 cash prize. The brand has also amassed over 177,000 followers on Instagram, highlighting its growing popularity.

The company's latest social media campaign, inspired by the animated film "Cloudy with a Chance of Meatballs," features a whimsical video of giant sandwiches descending on London landmarks. This creative marketing approach showcases branded items landing on Tower Bridge and the Houses of Parliament, with an amusing scene of outgoing Prime Minister Rishi Sunak running away. The video concludes with a humorous twist, showing the London Eye transformed into a giant Scotch egg, one of the brand's signature products, rolling across the city.

Looking ahead, Sandwich Sandwich plans to open a second London site by the end of the year, followed by four or five additional locations next year. The long-term vision includes both UK-wide and international expansion. Joshua Kleiner, the company's head of operations and marketing, expressed confidence in the brand's potential to surpass established competitors. "There is no reason why Sandwich Sandwich will not take over Pret a Manger or Subway," he told British Baker. "They are outdated. I believe those companies haven't changed with the times. People are so fed up."

In the Bakery Market Report 2024's list of the Top 75 out-of-home bakery businesses, Subway ranked third with 2,291 stores, while Pret a Manger placed seventh with 460 stores. Kleiner, who has been involved in the family business since he was 16, argued that consumers often choose major sandwich chains out of convenience rather than preference. He believes that given the choice, customers would prefer "quality homemade food."

Sandwich Sandwich offers a variety of deep-filled sandwiches freshly made on white or granary bread, featuring options like All-Day Breakfast, Spanish Tortilla, Rare Roast Beef, Jerk Chicken, Hoisin Pulled Pork, and Spicy Vegan Chicken. The menu also includes items on flatbreads and brioche, savoury pastries like Scotch eggs, sausage rolls, pies, and sweet treats such as cheesecake and chocolate brownies.

Addressing potential misconceptions about their offerings, Kleiner stated, "People can sometimes assume that we are quantity over quality. If that were the case, we wouldn't be restaurant of the year." He emphasised the brand's commitment to sourcing local ingredients and making everything in-house. Sandwich Sandwich works with two family-owned bakery suppliers: Proper Bread in Bristol and Rinkoffs in London. "We're very loyal; we like to grow with our supply chain. We want to help them just as much as they help us," he said.

The new Gresham Street location has been met with high demand, prompting the company to hire 47 new staff members. The shop, open daily from 7 am to 6 pm, is expected to attract visitors across the UK. Kleiner also highlighted the rigorous training programme, including a three-week chef course. "We take the whole thing very seriously, and we're passionate; that's why I believe we can produce incredibly high-quality and tasty food," he said. "You can't get what we produce for the price point and the quality anywhere else."