Which Wich Superior Sandwiches secures space at Emory Point

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Sandwich shop signs lease at soon-to-be developed 82,000-square-foot mixed-use project.

Gary Birnberg, a Which Wich Superior Sandwiches franchisee, is opening locations like they’re going out of style.

Birnberg told What Now Atlanta in an email Tuesday a lease for his fifth Which Wich location was recently secured for Emory Point in Suite B1-130, a 1,629-square-foot space facing Clifton Road, complete with a patio.

Emory Point, Cousins Properties’ mixed-use development, broke ground July 1 and is expected to be complete by Summer 2012. Which Wich is expected  to open fall, 2012.

At Which Wich, guests use red pens to mark up pre-printed menus on sandwich bags. They select a sandwich from one of 10 categories, then choose the type of bread, size, cheese, spreads, and vegetables.

“We love creative ‘names’ on your bag which you fill out and hand over for us to create your your Signature Sandwich,” Birnberg said. “Give us something other than your actual name, but please make it family friendly.”

Birnberg opened his first Which Wich store in Norcross at The Forum in 2008. In 2010, he opened Cumming and Snellville locations (which have been the most profitable, he said) and his Town Brookhaven location is set to open August of this year.

“My wife and I are looking at up to five more locations in the metro Atlanta area for a total of 10 stores for our franchise group,” Birnberg said.

For more information on the development, check out the Emory Point Brochure. Also look out for Which Wich to open at Lenox Square Mall.

 

Caleb J. Spivak

Caleb J. Spivak (CJS) is the Founder of What Now Media Group, Inc., the publisher of What Now Atlanta and What Now Los Angeles.
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JoeInAtlanta
9 years ago

Thank goodness Birnberg figured out that there was a city called “Atlanta” near all those small towns where he was opening shops. I don’t tend to be willing to patronize businesses whose owners are too stupid to realize that their first branch should be in the CENTER of the metropolitan area. But since this location is so close to my work, maybe I’ll reluctantly give it a try. If I’m totally blown away on the first visit, maybe I’ll make it an occasional thing. But really, I’d rather give my money to businesses that respect Atlanta as the anchor of… Read more »

Skipster
9 years ago

I’m a big fan of Which Wich and I’ve been saying for about 2 years now that there needs to be one near Emory. If it had been me, I would have put it next to the Yogli Mogli across from the new B&N. I would do this mainly out of spite, given that I’ve never had a good experience at Dave’s Cosmic Subs down the street and it would be closer to both students as well as the hospital than the new site further down Clifton.

PBNorcross
9 years ago

Why ignore a good business that had enough sense to stay out of the mess called Atlanta until his business was on semi-secure ground?

JT
9 years ago

I cannot stand the Atlanta bashers that hail from FAR inferior and more dangerous areas, especially those that put the awful area right there in their blog handle. If you can HONESTLY, I mean honestly come intown and go to areas like that around Emory, or Morningside, or VaHi, Lenox park, etc. And go back out to Norcross of all places and tell me it is a better more attractive place to live then you are a liar, plain and simple, liar. Also if you care to read the news instead of just the headlines you would see that a… Read more »

Kevin
9 years ago

@Joe- your comment confuses me. It’s certainly your right to have criteria for how you choose which businesses to support. but the purpose of any business is to make money. If you, as a business owner, believe you can make more money in the ‘burbs, why harbor ill-will against him? He’s not in the business of charity or urban planning, so what obligation does he have to locate in the city center? I’m curious why you believe Mr. Birnberg is “too stupid”, when he states that the Cumming and Snellville locations are the most profitable? Is he stupid for wanting… Read more »

JoeInAtlanta
9 years ago

@Kevin, He states that Cumming and Snellville are the most profitable in comparison to Norcross — not in comparison to anything in the city, since those don’t open until, respectively, August (Brookhaven) and next year (Emory Point). That observation you made about profitability doesn’t support your point, nor does it support mine; it is simply off-topic. As for the subject at hand, I believe his business decision to prioritize the suburbs is “stupid” because it alienates people like me. There are a lot of businesses that deny me the right to (conveniently) shop at them because they open numerous franchises… Read more »

JT
9 years ago

Actually, Joe, there has been one in Atlantic Station for sometime, probably 6 months or more.

Morningsider
9 years ago

JoeInAtlanta: Wow, that’s both entertaining and remarkably provincial. Everyone’s entitled to their own way of making decisions, I’m just amazed at yours. I trust you’re intelligent enough to understand the business angle of acheving high profit in the low-rent burbs for a small restaurant that can only handle so many people per day anyway. You said: “There are a lot of businesses that deny me the right to (conveniently) shop at them because they open numerous franchises out in the boondocks before deciding that we city dwellers are worth their attention” The “right”? I love it…now people want the “right”… Read more »

Gary B
9 years ago

I figure I would jump into the fray, since you are talking about me and my stores without knowing a thing about my business. Joe does get out much past 285; where there is life and ALOT of business. In fact, my Cumming & Snellville stores are some of the best performing across the entire Which Wich chain of about ~140 stores and growing. If you want to make decisions not to eat with us without even trying us because of your ATL “first” growth plans, then so be it. All I know is I have opened 4 stores (including… Read more »

Clicker
9 years ago

JoeinAtlanta is obviously dumber than a bucket of bricks.

This site seems to attract some awfully demented folks for some reason.

JoeInAtlanta
9 years ago

@Gary, Congratulations on your success. But you made a business decision that your profits would be better if your turned your back on the city and focused on the suburbs. I want to show you and other potential operators that there are negative consequences to that approach. I believe enormous social good comes from reinforcing the urban core, so I will choose to spend my money instead with your competitors who chose to invest in the city at the START of their operations in the metro area. I consider it my responsibility to make them successful at the expense of… Read more »

mypitboss
9 years ago

JoeInAtlanta = Urbanist

Trina
9 years ago

I wish they would build a Jimmy John’s near the Emory area. They need one of those…much better!

Clicker
9 years ago

‘JoeInAtlanta = Urbanist’

Exactly.

JoeInAtlanta = Urbanist = Pre-Schooler

David
9 years ago

The food is not that good and the prices are really steep!!!

Midtown Alexander
9 years ago

I actually think Urbanist is not near the elitist Joe is.

BTW, I have been to the Atlantic Station several times and it is a midtown location.

jack trent
9 years ago

joeinatlanta, you are a douche

Urbanist
9 years ago

Confirmed. No association with Joe here. Why would I bother posting under a different name?

Dr.Gibbs
9 years ago

Joe, I hate to break this to you buddy, but as an enlightened In Town Resident you’re outnumbered by Atlanta’s orbital ring of uneducated mud wrestling hicks by about 10 to 1. If I understand math correctly, which I probably don’t since I live about two blocks OUTSIDE of 285, that would leave you with a 90% chance that if a new business opens within Atlanta’s MSA it’s not going to be anywhere near you. This may come as a surprise to you, and I really want you to brace yourself for this: the money that the 5,000,000 people who… Read more »

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