Sandwich Sandwich seeks UK expansion through franchising
Scaling beyond Bristol would take more than just momentum.
Bristol-born and family-owned Sandwich Sandwich Ltd. plans to open 17 more stores across London in the next three years after getting a loan from HSBC Holdings Plc, as part of a countrywide expansion that involves franchising, its CEO said.
“After years of proving ourselves in Bristol, we knew it was time to bring our sandwiches to the capital,” Nick Kleiner, founder and CEO at the company known for its stacked sandwiches, told the QSR Media UK Redcat Conference & Awards 2025 in London on 16 June.
It also plans to open its first two locations in the West End later this year to add to the company’s four branches—two each in Bristol and London, he said.
Sandwich Sandwich opened its first London branch along Gresham Street last year and its second at 70 Mark Lane in March. “In my understanding, at 3,700 square feet, it’s the largest sandwich shop in the country,” Kleiner said, referring to the Mark Lane store.
From a 70-square-foot shop in 2009, Kleiner and his wife, Anita, built a sandwich phenomenon rooted in humble beginnings and one surprising breakout product: Scotch egg.
“I remember telling her all those years ago about that bland, golf ball-sized savoury snack that was particularly popular in the ‘80s: ‘Anita, they won’t sell,’” Kleiner said. “As usual, she was right, and I was wrong.”
Today, that Scotch egg is reimagined in a breakfast sandwich. “We’ve now created a Scotch egg sandwich as part of our breakfast range, piping hot and crispy.”
Within five years, the company had opened four Bristol stores. But COVID hit in 2020, forcing it to shut down.
“Sandwich Sandwich closed for nine months… Our office catering revenue stream remained dormant for some time,” Kleiner said.
“But slowly, it changed,” he said. “We recovered, and our community did return. People started visiting our main Bristol spot from all over the country—literally, yes, for a sandwich.”
Kleiner knew that scaling beyond Bristol would take more than just momentum.
“I knew my own limitations,” he said. “I knew I now needed to bring in help to fulfil the potential of Sandwich Sandwich.”
That’s when he brought in his brother, Richard, a chartered accountant with corporate finance expertise.
“Soon afterwards, Richard introduced me to Chaker Hanna… [who] has led some of the UK’s most successful and recognised food brands,” Kleiner said. “His knowledge, leadership, and passion for growth make him a fantastic addition to our team.”
With a new board and funding in place, Kleiner said the company is ready to expand.
“I started hearing words like 'rollout,' 'equity dilution,' ‘scaling,’ and 'return on investment,’” he said. “I didn’t really know at that time what much of it meant, but I’ve got great people around me.”
Sandwich Sandwich remains a family affair, with his sons Izzy and Josh joining the business full-time as chief financial controller and head of operations and marketing, respectively.
Kleiner said the team works tirelessly to ensure that when people eat their sandwiches, the food will live up to the hype. “We all know that expectations that do not get met can spell big trouble.”
The company has added six fillings to the menu. “There’s our new double crispy chicken hot honey… our chicken and bacon Caesar sandwich… and our Caribbean chicken, which features jerk chicken breast, Jamaican pulled pork curry, and pineapple.”
Sandwich Sandwich is about to launch a “meal deal” that may be more expensive than your well-known supermarket meal deal. “But it will taste great, and it will offer value for money,” Kleiner said.
There are challenges ahead, such as food inflation and rising labour and energy prices, he said. “Trying to find sites in London is like house hunting on the moon. But we’re getting there.”
