Established
2013
Franchise Units
35
Minimum Investment
₹ 3,00,000
Franchise Fee
₹ 1,00,000
Total Investment Range
₹ 5,00,000
Home Based
No
Description
The Indian Fast-Moving Consumer Goods (FMCG) and Quick Service Restaurant (QSR) sectors have seen an explosive boom, yet the market remains saturated with standard options: pizzas, burgers, rolls, and biryani. In a crowded landscape where culinary fatigue is real, What a Sandwich broke the mold by identifying a massive, untapped gap—high-quality, incredibly satisfying, and fiercely flavorful "Desi" Submarine Sandwiches and Salads.
By taking a globally loved concept like the submarine sandwich and infusing it with bold, authentic Indian spices, the brand has created a unique market position with minimal direct competition. What a Sandwich isn't just about food; it’s a high-volume business engine engineered for the modern digital economy. By operating primarily via optimized delivery-first models and lean physical footprints, the brand successfully bypasses extortionate high-street rental costs. This strategic positioning allows the franchise to pass those savings on to consumers through larger, more affordable portions, ensuring hyper-competitive pricing and relentless customer loyalty. For an investor, it represents a highly scalable, recession-proof entry into India’s lucrative food tech ecosystem.
Background
Established Year: 2013
Franchise Commencement Year: 2017–2018
Active Franchise Units: 35
Founders & Leadership: Co-founded by Hussain Lokhandwala (who also serves as the Chief Executive Officer) and Poonam Killekar.
Brand Journey & History: What a Sandwich began its journey in the food capital of Maharashtra, Pune, in 2013. The founders quickly realized that while Western-style subs existed, they lacked local appeal and value for money. They reimagined the sub sandwich with fresh veggies, premium cheeses, and signature desi masalas. After refining their operations and perfecting the delivery-first model, they opened up franchising to share this high-margin blueprint nationwide.
Market Presence: From its roots in Pune, the brand has built a commanding market presence across tier-1 and tier-2 metros, with a footprint spanning Mumbai, Delhi-NCR, Kolkata, and major cities across Northern, Southern, and Western India.
Industry Category: Food & Beverage / Quick Service Restaurant (QSR) / Cloud & Delivery Kitchen.
Support Training
Pre-Launch & Academic Support
Location and Site Selection: Comprehensive demographic assistance to choose optimal high-delivery-density areas or compact physical spaces.
Interior and Layout Design: Custom architectural blueprints optimized for 70 to 300 sq. ft. spaces to facilitate lightning-fast food assembly.
Licensing Guidance: Step-by-step assistance in procuring necessary FSSAI, GST, and local municipal documentation.
Operational & Food Training
Staff Recruitment & Men (Labor) Support: If you struggle to find kitchen staff, the brand assists in sourcing and providing trained labor.
Onsite Kitchen Training: Hands-on training conducted directly at your designated outlet or corporate headquarters covering food assembly, hygiene protocols, and POS software.
Detailed Operating Manuals: Comprehensive physical and digital operational guides mapping out daily workflows.
Supply Chain & Material Support
Doorstep Delivery: 99% of your raw materials, signature sauces, and pre-portioned ingredients are delivered directly to your doorstep by registered corporate vendors, ensuring complete taste consistency across the country.
Marketing & Ongoing Support
Digital & Social Media Marketing: Corporate management handles national-level digital marketing, continuous content creation, graphic design, and hyper-local online advertising campaigns.
Aggregator Integration: Seamless on-boarding and menu pricing optimization across top delivery apps.
Field Assistance: Dedicated operational managers provide routine audits and ongoing support to maximize your day-to-day productivity.
Ideal Candidate
What a Sandwich values strategic, long-term alignment over simple financial capacity. The ideal franchise partner fits the following profile:
The Modern Entrepreneur: Investors looking for a passive income source, or owner-operators eager to manage a high-volume cloud kitchen or a fast-paced retail kiosk.
Business Acumen: While a background in food and beverage is completely optional, basic management skills, leadership qualities, and a passion for customer service are highly valued.
Investment Capability: Individuals possessing liquid capital ready for deployment, with a clear understanding of working capital dynamics.
Property & Location Preference: * For Cloud Kitchen/Delivery Formats: Accessible domestic spaces, commercial units, or existing home-front/shop setups ranging from 70 to 150 sq. ft. * For Physical Seating Outlets: Prominent commercial markets, tech parks, college vicinities, or high-footfall streets with a space requirement of 200 to 300 sq. ft.
Financial Detail
| Financial Metric | Delivery / Cloud Kitchen Model | Physical Takeaway / Bistro Model |
| Minimum Capital Investment | ₹50,000 to ₹1,00,000 | ₹2,000,000 to ₹3,00,000 |
| Total Estimated Investment | Around ₹1,00,000 to ₹2,00,000 | Around ₹3,00,000 to ₹5,00,000 |
| Franchise / Brand Fee | ₹50,000 | ₹1,00,000 to ₹3,00,000 |
| Infrastructure / Equipment Cost | Variable (Included in low setup) | Approx. ₹1,00,000 - ₹2,00,000 |
| Royalty / Commission Fees | 7% | 7% (Varies by local structure) |
| Expected Profit Margins | Up to 43% | Up to 30% |
| Anticipated ROI | ~100% | ~100% |
| Expected Break-Even Timeframe | 3 to 6 Months | 10 to 11 Months |