The Art Of The Hustle

I started my company with a business card.

- Jeff Sinelli

I had just exited my previous company, Genghis Grill, and was looking for my next big idea. I was eating a lot of sandwiches at the time, so I figured I’d start a sandwich company and call it Which Wich, because I had always liked alliterative names, and I love great sandwiches. So I had some business cards made up with a black-and-yellow logo and took them to the National Restaurant Show to hand out. The next thing you know, reporters started calling me. I thought it was a joke—I mean, I hadn’t even made a sandwich yet! But it wasn’t a joke. I wound up on the cover of a major trade magazine. That meant I needed a real company.