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Founder, CEO & CVO (Chief Vibe Officer)
Which Wich Inc.
Jeff Sinelli sums up his unique way of living life with the Wayne Gretsky quote, “I skate to where the puck is going to be, not to where it’s been.”
Sinelli learned the hospitality industry from his father, who owns two sports bars in the Detroit area of Michigan, where Sinelli grew up. After achieving a BA at a Michigan State and an MBA from City University, Sinelli headed west to develop his own concepts in Dallas, Texas. In the mid ‘90s he developed dozens successful independent restaurants, bars, and nightclubs before focusing on building national concepts. In 1998, Sinelli created Genghis Grill, a Mongolian Barbecue chain, which earned Sinelli high acclaim as a national restaurant developer. Sinelli grew Genghis Grill to 11 units in five states. It was awarded the prestigious Hot Concept! Award by Nations Restaurant News in 2002. Sinelli sold the concept in 2003, and set to work on filling what he felt was a void in the saturated sandwich arena.
Jeff created Which Wich in 2003, prompting QSR Magazine to refer to him as a “branding phenom” upon its launch. Which Wich was a huge hit from the moment it opened its doors, and due to the overwhelming demand for franchises, Sinelli began selling franchise rights in 2005. To date there are over 100 Which Wich locations open in eighteen states. Which Wich was awarded Best Kids’ Menu In America by Restaurant Hospitality in 2005. It was also named a 2007 Hot Concept! By Nations Restaurant News, making Sinelli one of only a handful of restaurateurs to win the coveted award twice. In 2009, Jeff launched his newest brand, Burguesa Burger (The Original Mexican Burger), and is looking forward to future expansion.
In his spare time, Sinelli enjoys spending time with his wife Courtney, his daughter Story, and his Labradors, Genghis and Hampton. His hobbies include biking, tennis, golf, lacrosse (he played for the Detroit Turbos in 1990-1992), travel, and creating brands.