DALLAS Employing a variety of social media, the 105-unit Which Wich sandwich chain earlier this month pounced on a potentially negative situation — a customer actually getting injured eating a sandwich — and turned it into a light-hearted customer contest and branding opportunity. Jeff Sinelli, founder of Which Wich, said the steps the company took during the past few weeks were a great test of its social-media prowess. The lessons learned, from the importance of fast reaction times and the ...

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