Jeff Sinelli sums up his unique way of life with a Wayne Gretzky quote: “I skate to where the puck is going to be, not to where it’s been.”Sinelli learned the hospitality industry from his father, who owns two sports bars in the Detroit area of Michigan, where Sinelli grew up. After earning a bachelor’s degree at Michigan State and MBA from City University in Seattle, Sinelli headed south to develop his own concepts in Dallas. In the mid-’90s, he developed dozens of successful independent restaurants, bars, and nightclubs before focusing on building national concepts. In 1998, Sinelli created Genghis Grill, a Mongolian barbecue chain, which he grew to 11 units in five states, earning him high acclaim as a national restaurant developer. In 2002, Genghis Grill was awarded the prestigious Hot Concepts! Award by Nation’s Restaurant News. Sinelli sold the concept in 2003 and set to work on filling what he felt was a void in the saturated sandwich arena. Sinelli launched Which Wich in 2003, prompting QSR Magazine to refer to him as a “branding phenom.” Which Wich was a huge hit from the moment it opened its doors, thanks to its superior sandwiches and customer service and unique ordering system. Because of the overwhelming demand for franchises, Sinelli began selling franchise rights in 2005. Which Wich has received local recognition in nearly every market it serves, as well as industry accolades. In 2007, Which Wich was given a Hot Concepts! Award by Nation’s Restaurant News, making Sinelli one of only a handful of restaurateurs to win the coveted award twice. In 2009, Sinelli launched his newest brand, Burguesa Burger, the Original Mexican Burger.In his spare time, Sinelli enjoys spending time with his wife, Courtney, his daughters, Story and Sky, and his Labrador retriever, Moonlight. His hobbies include biking, tennis, golf, lacrosse (he played for the Detroit Turbos, 1990-1992), travel, and creating brands.