Make an insanewich

Steven Devine | Argonaut Melissa Traver restocks sandwich supplies Tuesday at Insanewich. The new eatery opened Saturday and is located across the street from the Student Recreation Center.

Moscow’s newest sandwich shop combines sandwiches with a cereal bar and local ingredients with modern technology. 

Steven Devine | Argonaut
Melissa Traver restocks sandwich supplies Tuesday at Insanewich. The new eatery opened Saturday and is located across the street from the Student Recreation Center.

“We don’t see cereal as a breakfast item,” said co-owner, Juliette Do. “There’s also a lot of cereal boutiques in New York City and cereal box chains in several locations.”

The two owners, Do and Doug Hall, have always been passionate about food combined with strong business backgrounds —  Do studied finance and analytics and has noticed a large emergence of casual dining across the country.

Do did quite a bit of market research before  she and Hall began the investment. Do said she personally weighed out the ingredients at other sandwich shops.

“We have a quarter-pound of higher-end ingredients per sandwich. We’re not skimping on quality and we’re not skimping on quantity,” Do said.

Insanewich uses local ingredients for entrees. The sandwich shop gets bread from Roseaurs, the oatmeal cereal is made in Union Town, Wash., the granola is specially made in Spokane and the coffee is micro-roasted by Avion in Hayden.

Do said for those who don’t care about eating local cereal there is a wide selection of generic cereals like Frosted Flakes, Cheerios, Apple Jacks, Fruit Loops and many others.

“One of our goals is to be community focused, we want to give back to important charity organizations,” Do said.

Insanewich delivers, too.

She said the cereal is bottomless.

Do said customers come into the shop and check off their favorite ingredients on a piece of paper with their favorite color pen before they hand it over to the sandwich artist for the preparation process.

“The sandwiches are 6-12 inches and everything is completely customizable. You can put onions, popcorn or cornflakes on your sandwich. It’s all up to you,” Do said.

Do said the computer tablets in the front of the store and a monitor keep the customer busy while waiting for their order.

She said they use sustainable receipts in the form of text messages and emails because they wanted to minimize the use of paper.

Hall and Do opened the doors of Insanewich  Saturday at 10 a.m. after a few weeks of anticipation.

“The turnout’s been pretty good so far,” Do said. “Business should pick up when everyone gets back to school after going home for Labor Day weekend.”

Do and Hall also hope to franchise Insanewich so this unique shop will be seen across the country one day.

Insanewich is open from 10 a.m. to 11 p.m. and is located near Jamm’s Frozen Yogurt on Pullman Road.

Aaron Wolfe can be reached at [email protected]

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