‘WICHCRAFT, SAN FRANCISCO, CA - ‘wichcraft is the brainchild of Tom Colicchio and is his serious foray into the domain of fast food “chains”. Though simple, it is no simple joint. Soups, sandwiches and other prepared foods are made fresh in the Craft commissaries and in the stores themselves. The simplicity of the offerings permits its customers to appreciate the qualities of the ingredients and the inventiveness of the preparation. Likewise, the spaces had to be simple and well crafted. Each store is unique in its design and each has become the “clean, well lighted” places which offer an unpretentious setting for the experience of great food craft.