Which Wich founder debuts burger conceptWhich Wich founder debuts burger concept

Ron Ruggless

DALLAS Which Wich founder Jeff Sinelli this month opened a new burger concept aimed at Hispanic customers.

Sinelli Concepts, which debuted the 81-unit Which Wich sandwich chain in 2003, launched Burguesa Burger on May 5, or Cinco de Mayo. Sinelli also founded and later sold the Genghis Grill Mongolian-style-barbecue chain.

Sinelli said the name “is derived from the Spanish word ‘hamburguesa,’ translated to hamburger. This will be the first true Mexican burger chain serving authentic Mexican burgers.”

“Through my travels south of the border, from Mexico all the way down to Argentina, I found that true hamburgers actually have ham on them,” Sinelli said. He sourced Burguesa’s ham and buns from traditional Latino suppliers.

Burger prices at the 388-square-foot unit here range from $2.50 to $5 for the burger stand’s signature offering, the “La Monumental.” That item features a sesame seed bun, two beef patties, two slices of cheese, a ham slice, crunchy orange tostada, refried beans, lettuce, tomato, onions, a special creamy sauce and jalapeno on top. The restaurant also offers fries.

Sinelli said he firmly believes a new concept “has to be different,” so Burguesa Burger offers a number of lagniappes for the customer, such as a mini donut skewered on the straw of the milk shakes, or malteadas, in strawberry, chocolate and vanilla flavors. Each bag contains a caramel-wafer Obleas candy with a Spanish saying or proverb on the wrapping. The menus and the candy-wrapper sayings are in both Spanish and English.

Sinelli also worked with a beverage supplier to create cane-sugar-sweetened fountain drinks in orange, cola, grapefruit and lemon-lime flavors.

Sinelli said Burguesa Burger will accept both U.S. dollars and Mexican pesos and offers patrons who purchase a burger a free phone call to Mexico from the stand’s own phone booth.

Mary Jane Moreau of Studio B Dallas produced the graphics and logos. Carlos Rivero, a consultant with The Creative Exchange, advised on cross-culture translation. Sinelli said he also received input from longtime friend Antonio Swad of Pizza Patron, the Dallas-based pizza chain aimed at the Hispanic community.

Sinelli said he plans to continue as president of Which Wich while working on developing Burguesa further and letting it grow “at its own pace.”

Contact Ron Ruggless at [email protected].