Sandwich W Noss: a cut above the rest

SANDWICH W NOSS:

A CUT ABOVE THE REST

A truly novel concept, Sandwich W Noss has been delighting foodies with its revolutionary sandwiches since 2015. We asked Rony Abou Saab, the company’s founder, about bringing something new to the food scene and future plans for the brand.

What can you tell us about the company?

From the moment we opened, we have been developing our brand and managing it in such a way to switch from a regular snack to a QSR. This required us to adopt various strategies to reach our target audiences. These measures included:

• a comprehensive menu revisit, starting from the number of items on our menu, to the way we prepared our sandwiches and up to overall menu design. • a new updated structure, where we took whatever appealed most to people and upgraded it to provide an unparalleled customer experience.

• optimized kitchen design, allowing us to prepare more sandwiches in a less crowded space, meaning fewer staff members. • upgraded packaging, giving the customer an enhanced and premium experience. What has the pandemic taught you?

I have to say that during the first week of the pandemic, we were all still in shock and did not really grasp what was going on. However, we didn’t have a choice, and we remained optimistic, while reminding ourselves that every crisis has an end. That’s why we decided to capitalize on the time we had on our hands to upgrade our business and give it a new, fresher look, from conception to execution, and across many aspects. Personally, I was able to manage and learn more about things I did not have time to focus on before, which was a major advantage for me. I can honestly say that the pandemic has changed the way we all think and act, and I believe this will have a longterm impact on the F&B industry as a whole. What can we expect from Sandwich W Noss in the future?

We currently have many developments in the pipeline, starting with our online delivery app, new item launches, new loyalty schemes and many other exciting things. Who knows, one day we might even be everywhere without being anywhere! However, I believe we always have to be two steps ahead of our competition. This is why innovation resides at the core of every single one of our endeavors. If we do not try something, the chances are that we will never know if it would have worked or not. This is why at Sandwich W Noss, you’re allowed to make mistakes but just not the same mistake twice!

Do you have any updates on your franchising plans?

We undertook a study about each market in the GCC and developed our manuals after our upgrades, and that’s why I can say that today, we are much better equipped and ready to franchise. In fact, we sold our first franchise to the UAE at the beginning of 2021, and we are currently in negotiations with many other markets. We make it a point to take our time in the selection process, as we believe it is very easy to sell a franchise in general, but the challenge remains in selling it to the correct franchisee. The quality and expertise of franchises supersedes the monetary element and commercial terms of any deal, otherwise you would have seen Sandwich W Noss in a number of markets by now.