Restaurateur Jeff Sinelli signs his e-mails “best wiches,” and like the play on words in his chain’s name—Which Wich—there’s a double entendre there. The 38-year-old entrepreneur loves creating brands. Sinelli sold an earlier concept, Genghis Grill, in 2002 and took a yearlong hiatus, engaging in “deep, introspective searching” for his next move, but he had no doubt it would entail creating yet another winning restaurant chain. During that year he visited “hundreds of ...

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