WHAT’S THE DILL

America’s Original Breadless Pickle Sandwich Franchise.

FRANCHISE OPPORTUNITY

STAND OUT IN A CROWDED CATEGORY WITH A DILL-ICIOUS CONCEPT

Sandwiches remain one of America’s favorite foods, 12.5 BILLION are served in restaurants each year. But current trends and dietary restrictions are changing the sandwich landscape.

Our Menu goes beyond our famous pickle sandwiches, featuring creative breadless options made with cucumbers, tomatoes, bell peppers, lettuce and other fresh vegetables. We believe great sandwiches don’t have to start with bread. Bread is out, Pickles are in.

Offering a crunchy, creative, lower-carb alternative, What’s the Dill appeals to both flavor-seeking and healthconscious consumers:

Fresh, Trend-Forward Menu

Appeal to wellness- and lifestyle-focused consumers with a menu that’s naturally keto- and vegan-friendly, lower calorie, and gluten-conscious.

Breadless Innovation

Our signature pickle sandwiches are just the beginning. What’s The Dill® offers a variety of creative breadless options including cucumber, tomato, bell pepper, and lettuce sandwiches giving guests flavorful alternatives that fit a wide range of tastes and lifestyles. Innovation is at the heart of everything we create.

One-of-a-Kind Product

Signature large kosher dill pickles replace traditional bread, creating a distinct dining experience that stands apart from competitors.

Small Footprint, Big Opportunity

Optimized for accessible startup, What’s the Dill delivers QSR efficiency in a minimal retail footprint. Dine-in, delivery, catering, and merchandise options diversify revenue.

Simple, Scalable Operations

Our focused menu streamlines daily prep, reduces inventory (no bread selections to manage), and lowers waste. Efficient systems are built for consistent delivery.

Built-In Brand Awareness

Loved by locals, What’s the Dill is a Black- and womanowned concept. Launched as a pandemic project, we’ve evolved into an acclaimed Detroit eatery and foodinfluencer favorite.

PICKLE-POWERED, COMMUNITY-ROOTED, & FRANCHISE-READY

What’s The Dill is more than just a restaurant. It’s a story of resilience, creativity, and community.

Founded in 2020 during one of the most uncertain times in recent history, What’s The Dill began with a simple but bold idea:

Take something familiar, elevate it with flavor, and build a brand that people would never forget.

With a focus on fresh ingredients, bold flavors, and a signature twist centered around pickles, What’s The Dill carved out a unique market space. Our menu isn’t just about food, it’s about experience. Every item is crafted to stand out, spark curiosity, and keep customers coming back for more.

At our core, we believe in doing things differently. Whether it’s our signature creations, our bold flavor combinations, or our customer experience, we aim to break the mold of traditional deli-style dining.

What’s The Dill takes pride in being a place where people feel welcome, where families and friends come together, and where hard work and entrepreneurship are on full display.

Our journey reflects the hustle, heart, and determination it takes to build something from the ground up.

As we expand through franchising, we look forward to welcoming new partnerships while staying true to what got us here: quality, originality, and authenticity.

BUILT FOR OPERATORS WHO DO THINGS DIFFERENTLY

What’s the Dill isn’t just another sub shop. We’re strongly rooted in community, deliver a pioneering product, and are committed to flavor, fun, and family.

We’re excited to talk to qualified candidates who will maintain our high standards:

• Ready to build a community gathering spot
• Managerial or food service background
• Business development and financial acumen
• Can follow and execute proven systems
• Sales and marketing savvy
• Thrives in a high-energy environment

Bring a Distinctly Different QSR Concept to Your Market. SCHEDULE A FRANCHISE DISCOVERY CALL TODAY

OUR PROVEN BLUEPRINT FOR SCALABLE SUCCESS

When you franchise with What’s the Dill, you’re not just buying a catchy brand name. You’re getting the training, tools, systems, and support you need to thrive.

MARKETING TOOLKIT

Drive leads and grow your business through proven SEO/ SEM strategies, social media campaigns, a digital asset catalog, and established brand visibility.

OPERATIONAL SUPPORT

You’ll receive a detailed operations manual, site selection/buildout guidelines, tech stack, launch support, performance analytics, peer network, and ongoing guidance.

COMPREHENSIVE ONBOARDING

Foundational training covers food prep/menu execution, vendor relationships, guest experience, brand standards, integrated tech, growth strategies, and more.

MEET LEONA MILTON, FOUNDER AND OWNER

In 2020, during one of the most challenging periods in recent history, Detroit entrepreneur Leona Milton set out to create a restaurant experience unlike anything on the market. Instead of following trends or copying existing concepts, she challenged one of the most familiar foods in America, the sandwich.

Her question was simple:

What if the bread wasn’t the star?

That idea led to the creation of What’s The Dill, a oneof-a-kind restaurant built around signature breadless sandwiches served on fresh kosher dill pickles. As the concept evolved, so did the innovation, expanding to include cucumber, tomato, bell pepper, lettuce, and other fresh vegetable-based creations that give customers delicious alternatives to traditional bread.

What began as an unconventional idea quickly became a destination. Customers traveled from across Metro Detroit and beyond to experience a menu they couldn’t find anywhere else. Through exceptional hospitality, fresh ingredients, and a commitment to consistency, What’s The Dill earned a loyal following, became a favorite among food influencers, and established itself as one of Detroit’s most distinctive restaurant concepts.

But the journey wasn’t built overnight.

Like many small business owners, Leona faced challenges that tested her determination. Every milestone required perseverance, long hours, thoughtful decision-making, and an unwavering belief in the vision. Through each obstacle, she remained committed to delivering an exceptional customer experience while building a business rooted in integrity, quality, and community.

Those values continue to define the brand today.

As a proud Detroit business owner, Leona believes restaurants should do more than serve great food they should strengthen neighborhoods, create jobs, support local organizations, and inspire future entrepreneurs. Community involvement has always been at the heart of What’s The Dill, and that commitment remains central as the company grows.

Today, Leona is focused on the next chapter: expanding What’s The Dill through franchising.

Her goal isn’t simply to open more restaurants. It’s to build a franchise system that empowers passionate entrepreneurs with the training, operational systems, and ongoing support needed to build successful businesses while protecting the quality and culture that customers have come to expect.

Leona believes the strongest franchise systems are built on trust, consistency, innovation, and genuine partnerships. Every future franchise owner represents the brand, and every new location is an opportunity to bring the What’s The Dill experience to another community.

Some businesses begin with a business plan. Others begin with a problem waiting to be solved.

What’s The Dill began with a bold idea.

“We didn’t build What’s The Dill by following the crowd. We built it by having the courage to be different. My vision is to partner with entrepreneurs who believe that originality, quality, and community still matter and together, we’ll continue building something truly unforgettable.”

Leona Milton
Founder & CEO | What’s The Dill

Her long-term vision is to establish What’s The Dill as one of America’s most recognized fast-casual restaurant brands while creating opportunities for entrepreneurs to build businesses they can be proud of for generations to come.

LAUNCH YOUR FRANCHISE TODAY!

To get started, fill out the franchise form.

This is not a franchise offering. A franchise offering can be made by us only in a state if we are first registered, excluded, exempted or otherwise qualified to offer franchises in that state, and only if we provide you with an appropriate franchise disclosure document. Follow-up or individualized responses to you that involve either effecting or attempting to effect the sale of a franchise will be made only if we are first in compliance with state registration requirements, or are covered by an applicable state exclusion or exemption.