Meet the Which Wich Executive Team

Meet the Which Wich Executive Team

JEFF SINELLI
Founder, CEO, and Chief Vibe Officer

Jeff Sinelli sums up his unique way of life with a Wayne Gretzky quote: “I skate to where the puck is going to be, not to where it’s been.”

Jeff learned the hospitality industry from his father, who owns two sports bars in the Detroit area of Michigan, where Jeff grew up. After earning a bachelor’s degree at Michigan State and MBA from City University in Seattle, Jeff headed south to develop his own concepts in Dallas. In the mid-’90s, he developed dozens of successful independent restaurants, bars, and nightclubs before focusing on building national concepts.

In 1998, Jeff created Genghis Grill, a Mongolian barbecue chain, which he grew to 11 units in five states, earning him high acclaim as a national restaurant developer. In 2002, Genghis Grill received the prestigious Hot Concepts! Award by Nation’s Restaurant News. Jeff sold the concept in 2003 and set to work on filling what he felt was a void in the saturated sandwich arena.

Jeff launched Which Wich in 2003, prompting QSR magazine to refer to him as a “branding phenom.” Which Wich was a huge hit from the moment it opened its doors, thanks to its superior sandwiches and customer service and unique ordering system. Because of the overwhelming demand for franchises, Jeff began selling franchise rights in 2005.

Which Wich has received industry accolades and local recognition in nearly every market it serves. In 2007, Which Wich received the Hot Concepts! Award by Nation’s Restaurant News, making Jeff one of only a handful of restaurateurs to win the coveted award twice.

In his spare time, Jeff enjoys spending time with his wife, Courtney and his daughter, Story. His hobbies include tennis, golf, lacrosse (he played for the Detroit Turbos, 1990-1992), travel, and creating brands.

Which Vibe: The Leap (inspired by a painting by David Dalla, discovered in Venice, Italy)
Which Quote: “Misery loves company—but not my company.”
Which Brands: Italian brands such as Pininfarina and Panerai
Which Philosophy: Optimism
Which Wich: My wich changes with my lifestyle. Right now I’m into category 6: vegetarian. I dig the tomato & avocado.

 
TIM SCHRODER
Vice President of Marketing
 
Tim is a foodservice marketing veteran with more than 15 years of experience consulting franchisees on projects big and small, from providing big-picture strategic marketing solutions for multimillion-dollar brands to developing guerilla marketing plans for single-unit operators. As vice president of marketing for Which Wich, Tim is responsible for strategic marketing leadership, branding, menu innovation, and creative direction to drive sales and traffic.
 
Prior to joining Which Wich, Tim served as vice president of marketing for Lone Star Steakhouse & Saloon and Texas Land & Cattle Steakhouse, where he directed all marketing, media, and menu development strategies for the two casual dining chains. Previously, he served as director of franchise field marketing for Applebee’s Neighborhood Grill & Bar for nearly nine years, where he directed a team of four in the development of local marketing and media initiatives for 1,400-plus restaurants across the franchise community.
 
In addition to these corporate marketing roles, Tim has experience wearing the franchisee marketing hat, when he served as director of marketing Northwest for RTM Restaurant Group, the largest franchisee of Arby’s Roast Beef Restaurants. He also worked on the agency side of the marketing business for nearly three years.
 
Which Hometown: Vancouver, Washington (USA, not Canada!)
Which School: Linfield College (where Homer and Marge Groening met, Matt’s real-life parents)
Which Vibe: Light bulb (I’m the environmentally friendly “idea” guy from the Northwest)
Which Ad Campaign: Apple “1984” (the greatest commercial of all time!)
Which Wich: Turkey with bacon, ranch, and avocado
 

JEFF VICKERS
Vice President of Development
 
Jeff Vickers grew up in the Rocky Mountain state of Idaho, where his family owned show horses. He showed horses competitively for more than 20 years, and during that time he was ranked in the top five internationally. His undergraduate education at College of Idaho comprised a diverse mix of biology, chemistry, and business. He attended Baylor University for graduate school.
 
Prior to joining Which Wich, Jeff handled franchise development for Cold Stone Creamery. Under his leadership, Cold Stone Creamery grew to more than 1,400 stores in traditional and nontraditional venues, and the company became a leader in the ice cream category worldwide.
 
As vice president of development at Which Wich, Jeff ensures that Which Wich selects the best franchisees and maintains healthy, mutually beneficial relationships. Of his position at Which Wich, he says, “We bring in the right people who share our vision and culture. I look forward to seeing our franchise community paint the entire world yellow with our superior sandwiches and operational excellence.”
 
Which Hometown: Twin Falls, Idaho           
Which School: College of Idaho (undergrad) and Baylor University (grad school)
Which Vibe: Boot (Buckle up and get ready for the ride!)
Which Candy: Snickers
Which Wich: Pork tenderloin with barbecue, jalapenos, and coleslaw