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.