Franchisees bring Which Wich? restaurant to Springfield

A unique sandwich shop concept most popular in Texas is on its way to Springfield.

Lyle and Natalie Armstrong are the Springfield-area franchisees for Dallas-based Which Wich? Superior Sandwiches. The couple is targeting February to open the first Springfield restaurant in 1,440 square feet at 3405 E. Battlefield Road, Ste. 124, near U.S. Highway 65. The site was formerly occupied by Country Kitchen restaurant before it was demolished in 2007 to make way for the current strip center developed by Mike Pierce, of Little Rock, Ark.

The Armstrongs were drawn to the chain's unique concept, Lyle Armstrong said. Which Wich? asks customers to select a paper bag under the category of sandwich they want, check-mark the details - such as bread type, toppings and cheese - on the bag and turn it in with their name on it. The interactive experience lets customers customize their meals, Armstrong said.

"We went and tried the product, fell in love with it, liked the concept, and we felt like it was something we could make succeed with great customer service," said Armstrong, who with Natalie traveled to Tulsa, Okla., a year ago to try Which Wich? firsthand before exploring a franchise. "I know I'm going to struggle a little bit because the name's unheard of in the Springfield market, but we'll overcome that."

The Armstrongs are based in Branson; they moved there four years ago after selling their family-owned retail lumberyard in Bourbon, Mo., to Meek's.

Lyle Armstrong will manage the Springfield restaurant and its 12 to 16 employees. Startup costs are between $300,000 and $400,000 per Which Wich? location, he said.

The franchise fee is $30,000 per restaurant, and there's a 6 percent royalty fee and a 3 percent marketing fee, he said.

The Armstrongs expect to open add-itional Springfield locations in the future; Lyle Armstrong said he has his eye on the James River Commons development under construction at James River Freeway and Campbell Avenue, which will be anchored by a Sam's Club.

He also would like to open near Missouri State University because the concept is typically popular with college students, he said.