In Focus
FRANCHISING | Staff Reporter, Australia

Inside the Sandwich Chefs re-branding

QSR Media got in touch with the people behind Sandwich Chefs to talk about how the brand delivers to the current healthy food trend, as well as the brand's plans for the future.

Sandwich Chefs is driven by the desire to make the kind of sandwiches people can’t make at home. Each of the current 47 stores across Australia is able to source freshly baked artisan bread, has fresh local produce delivered daily, and makes as many fresh fillings from scratch including its 14-hour slow-roasted beef and crackling pork.

QSR Media: What's new at Sandwich Chefs?

Since the big move to rebrand last year, Sandwich Chefs has opened 7 stores in the new look and feel across Victoria. So far well-received by customers, the sleek, sophisticated style is really communicating the fresh, quality offerings that have always been available from Sandwich Chefs. This rebranding has been integrated across all aspects of the business including store fitout, packaging and uniforms as well as digitally with our website and social media platforms. We recently opened a concept store at Westfield Doncaster with a greater focus on grab ‘n’ go convenience as well as fresh premium sandwich recipes.

QSR Media: What can you say about the current healthy food trend? 

Consumers of all ages are more and more health conscious. It is no longer enough to be a quick option—people are looking for fresh, healthy food that tastes great and caters to the diverse Australian palate. Sandwich Chefs wide variety of products, from whole fruit juices, carvery, fresh salads, wraps and sandwiches means we can satisfy the whole family’s needs for any meal.

Additionally, consumers want to know where their food is coming from which coincides with our locally sourced produce including our roast pork and beef, fruit and veg as well as artisan breads. Furthermore, with our make to order service we have extended our ability to meet dietary requirements and lifestyle choices as the consumer can build their own sandwich ensuring an easy confident decision to visit Sandwich Chefs.

QSR Media: How does the brand reach out to the consumers of today? 

Our produce is of the highest quality with supplies delivered fresh daily. Our Franchisee partners and their staff have an outstanding knowledge of the products as they prepare it in store each day. Every individual is an integral part of the entire Sandwich Chefs business and I feel that translates to the customer with quality service. The eye catching new brand may draw new customers in, but the amazing offerings and energetic staff keep them coming back.

QSR Media: What are the challenges your brand is currently facing? 

With expansion a key business objective, we are working hard to manage the high leasing costs related costs in obtaining prime real estate locations. We have our sights set high and are ensuring we work hard for effective results. Additionally, we are working on developing our communication channels to ensure consumers can actively engage with the brand. The updated branding has already brought us a long way in a relatively short period of time, however there is a lot of work to be done in refurbishment and expansion. It is an exciting time to be part of the Sandwich Chefs team.

QSR Media: Any big plans for the year?

With 13 stores currently in the refurbishment or building process, we are looking to make our mark across Australia. Currently predominately in Victoria, the Sandwich Chefs foot print is ready to be reinforced and broadened in other states with our eyes initially set on the Sydney and Brisbane markets. We have built the foundation of a great team and fantastic brand with a lot of experience and a big dream. So expect to be hearing more about Sandwich Chefs.


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