Jimmy Johns

Marketing Plan
Jackson Lanning
Kaity Williams
Kristin Ryman
Johnny Palmentare

TABLE OF CONTENTS
TABLE OF CONTENTS 1
SITUATION STATEMENT & EXECUTIVE SUMMARY
SITUATIONAL ANALYSIS

2-4

COMPANY ANALYSIS
2
TARGET MARKET 2
COLLABORATOR ANALYSIS 2
COMPETITOR ANALYSIS
3
CONTEXT ANALYSIS
3
SWOT ANALYSIS 3-4
SUMMARY STATEMENT OF PROBLEMS 4
QUANTIFIED MARKETING PLAN
4
CURRENT MARKETING PLAN

RECOMMENDED MARKETING PLAN

5-8

CORE MARKETING STRATEGY OVERVIEW

CORE STRATEGY RECOMMENDATIONS 6
MARKETING MIX RECOMMENDATIONS 6-7
MARKETING ECOSYSTEM 8
INTEGRATION OF THEORIES 8
CONTINGENCY PLAN 8
SUMMARY

REFRENCES

APPENDECIES

9-14

Situation Statement/Executive Summary

1. Major Marketing Issues and Opportunities Highlighted
A major issue was the limited customization and variety being offered. Part of our target market
(college students) didnt feel a match between the value and cost of Jimmy Johns, along with the
lack of customization and variation. It is also an issue that there is no major differentiation
between Jimmy Johns and its direct competitors, aside from delivery.
2. Constraints Faced By the Organization
Budget is something for Jimmy Johns to take into consideration. Also being located between
two Subway stores in and other popular fast food competition in Maryville. The Jimmy Johns
franchises are limited to what they can ado based on corporate Jimmy Johns.
3. Positioning Statement
Our target market is geared towards college students, teens, and people on the go (business
people). We are wanting to reposition Jimmy Johns from fast food to fast-casual with a heavy
focus on being Freaky Fast while also caring healthy options.
4. Key Recommendation/ Core Marketing Strategy
Our recommendations involve an increase in customization and more variation of options. A cut
in delivery time and increased focus on mobile/online ordering would be beneficial. Utilizing
new technology and making a more fast-casual environment that would appeal to a larger
target market. As part of our core strategy we suggest adding dessert items like ice cream or
warm cookies to their delivery options to increase variety and also differentiate us from
competitors.
5. Time Frame for Resolution of Issues or Deployment of Strategies
Our quantitative goals should be realistically reached by the end of 2016. These goals involved
increasing customer satisfaction, increasing sales, keeping delivery time under 10-15 minutes,
and increasing mobile orders for less in line time.
Situational Analysis
Company Analysis
Jimmy Johns started from humble beginnings in 1983, and rose to become one of the largest
sandwich franchises in the nation. CEO Jimmy John Liautaud is the spokesman and leader for
the company. The company is a fast food restaurant that sells deli sub sandwiches in store, drive
through, and by delivery. The company prides itself on its silly and easygoing attitude but
despite the silly environment, the company holds its franchisees to strict guidelines. The
company focuses strongly on maintaining a distinct consistent image across all of their franchise
stores (Jamieson, 2015).
Target Market
Jimmy Johns main target market is towards college students, teenagers, middle class,
and business people on-the-go. In Maryville we see the target market being reached more
towards university students, the factory workers in town, and a dense middle class population
with families.
Collaborator Analysis
Jimmy Johns has worked with a number of collaborators in order to enhance and promote
their brands image and reputation. Jimmy Johns sponsors NASCAR driver Kevin Harvick and

his vehicle is covered with the Jimmy Johns logo. The Jimmy Johns Freaky Fast 300 was a race
that they sponsored in 2014 for NASCAR in September 2014. NASCAR was a fitting sport to
focus on because it parallels to Jimmy Johns freaky fast delivery service.
Jimmy Johns has collaborated with the United Shore Professional Baseball League by
naming the baseball field located in Utica, Michigan the Jimmy Johns Field. Having such a
landmark named after the company will help Jimmy Johns brand name throughout the city of
Utica as well as among baseball fans (Shea). For more collaborators refer to the appendices.
Competitor Analysis
In Maryville Jimmy Johns faces some high competition. It has its direct competitor Subway
which has two locations, both in close proximity to Jimmy Johns. They also have many indirect
competitors such as Taco Johns, Taco Bell, McDonald's, Pizza Hut and Kentucky Fried Chicken.
They face competition from on campus dining locations in relation to their target consumers,
college students. On campus students have access to fast options including Einstein Bagels, Zen,
Starbucks, and Chick-Fil-A, which adds some real competition for Jimmy Johns.
Context Analysis:
Economic
The overall restaurant industry had sales of $709.2 Billion in 2015 (National Restaurant
Association). The fast casual segment of the market experienced $21 billion worth of sales in
2014. The quick service restaurant industry experienced $261.9 billion worth of sales in 2014
(Nath). The quick service market is still much larger than the fast casual market, but the fast
casual market is growing at a faster rate, with better customer satisfaction.
Jimmy Johns overall has experienced $2 billion worth of sales. From 2011 to 2014, Jimmy
Johns revenue has grown 77%.
Political/Legal
Jimmy Johns has faced litigation multiple times in the last 5 years due to e-coli and
salmonella outbreaks, caused by the sprouts they serve in many of their sandwiches. These
outbreaks after being investigated by the CDC and FDA have led back to poor conditions at their
different sprout growing facilities. In response, Jimmy Johns has stopped selling their sprouts
multiple times but then later began selling them again. (Stearn, 2015).
Technological
Jimmy Johns utilizes their Android and Apple applications as well as their website to enable
customers to view their menus as well as order their food. These platforms allow customers to
order from the convenience of their phones or computer devices in a visual format with more
options of customization that is not offered in store.
Socio-Cultural
Society has experienced a growing need for instant gratification. This change is being seen in
the restaurant world by the customers demand to receive their food as quickly as possible. Along
with the growing trend of speed, customers also want healthier food options. The mixture of
these two trends helps explain the success of many fast casual firms such as Chipotle, that focus
on fast food that is also healthy and organic at a decent price.

SWOT Analysis
Strengths
Their current strengths include convenience, delivery service, a drive-thru window, convenient
locations for their target markets, strong brand recognition, and their personal social media
interaction with consumers.
Weaknesses
A big weakness revolves around their lack of options and limited opportunity for customization.
High Prices have been found to be a current issue. The restaurant's television advertisements
pose weakness, because of lack of visual representation of the products.
Opportunities
Include more variety and customization is one of the largest opportunities we discovered. Adding
more sides such as cookies, salads, or French fries; things besides chips that work for on the go
consumers. In Maryville specifically, partnering with the University would be a good
opportunity for connecting with a strong segment of their target customers, college students.
Threats
In Maryville, Jimmy Johns has two direct competitors in a close proximity along with many
indirect competitors in a close vicinity. There is a high risk for competitors to enter into the
market in Maryville because of the ratio of college students to the older generation. Finally
competitors offering delivery services pose a threat, especially if they surpass Jimmy Johns
current delivery time.
Summary Statement of Problems
After analyzing our personal data, we identified problems within the Maryville Jimmy
Johns (See appendices for all survey results). Consumers found that Jimmy Johns does not
offer enough variety. Examples were: limited variety of bread, vegetables, cheeses, meats, sauces
and sides. Customers explained an overall dissatisfaction with the limited amount of sandwich
customization as well. They also complained of too high of prices, for not enough variety.
Employee efficiency and customer service created problems for some as well.

Quantified Marketing Objectives

Based on the data we gather we have identified several objectives.
Increase sales for 2016 by 10%
Increase customer satisfaction by 20% in 2016
Keep every delivery under 10 minutes
Have 15% of customers order via the Jimmy Johns app by 2017
Current Marketing Plan
Overview-General Evaluation
Jimmy Johns current marketing strategy revolves very heavily on social media and targeting
their main target market.
What Marketing Strategy does it use?
Currently Jimmy Johns is differentiating from its competitors by offering a delivery service,
online ordering, and drive thru window. They are known for being freaky fast and have strong
brand association with its consumers. By having fast responses, fast delivery, and in general

keeping up with a heavy traffic flow. They pride themselves on not using filler in their deli
meats. They provide a cleaner, more relaxing environment compared to their competitors and
offer healthier options. They are well known for their TV and radio commercials and personal
interaction with consumers on social media where they use humor to reach their audience.
What tactics are used?
Direct mail is regularly used tactic to reach out to residences that are not far from a
Jimmy Johns location.
Some of the most popular marketing tactics used by Jimmy Johns are their TV and radio ads
that promote their freaky fast delivery and service with creative scenarios that tend to exaggerate
how fast their service is. This marketing tactic is nationwide, where some of the other tactics are
more limited
Finally, social media and the companys website seem to be their prime marketing and
advertising tactic that attracts their audience. Customers can post pictures, or write comments,
and Jimmy Johns is known for their freaky fast responses to their customers posts. This is nice
for consumers because they feel more trust with the restaurant which in turn puts Jimmy Johns
in the category of a good-willed company.
Does it conduct any marketing research?
Many Jimmy Johns consumers send feedback via social media. Jimmy Johns is able to
address complaints and concerns through this medium. They can collect this feedback from
customers and make much needed changes within the company when the same concerns begin to
multiply.
Jimmy Johns does research to see how people are ordering via online and what specific
items they are ordering. They also research what changes are happening within their target
market (changes in likes/dislikes, lifestyles, and trends). Keeping up with their direct and indirect
competition is an important element of their research so they arent falling behind and losing
their edge on potential customers.
What are its budget and current costs for the marketing tactics it utilizes?
Jimmy Johns gains its marketing budget from its franchise restaurants that it helps support.
Corporate Jimmy Johns takes 3%-4.5% of the franchisees investment to help support the
advertising and marketing costs that are needed to help gain business in that area. The initial
franchise investment can range anywhere from $323,000-$544,000 not including land costs. So
the marketing / advertising costs can range anywhere from $14,535-$24,480 per franchise. This
brings the total possible marketing budget for Jimmy Johns to $305 Million to $514 Million.
Problems Related to Current Marketing Plan
Jimmy Johns struggles to differentiate themselves with the Subway franchise. Besides
having the delivery service which has been beneficial, there are still some things that could be
improved upon to gain a more competitive advantage. Such as keeping a consistent delivery time
no matter what the location is (big or small city), adding in additional options with delivery.
The Maryville Jimmy Johns specifically could get more involved with the Northwest Missouri
State campus to help promote themselves to the community. With Northwest football being very
successful the last few years, this could not only help the local store, but give them some

publicity for supporting a national winning teaming in a very family oriented and dedicated
community.
Recommended Marketing Plan
Core Marketing Strategy Overview
We identified that our first priority would be to differentiate ourselves on a more narrow
level. We face some heavy direct competition from Subway. Some factors cant be changed, like
the fact that there is a Subway located on both sides of our store. But there are certainly some
changes we could make to differentiate ourselves, to bring stronger brand loyalty from Maryville
consumers. The ways we have considered differentiating are: ice cream delivery, a more sitdown/enjoyable restaurant environment, touch screen ordering, and deals with Northwest
sporting events. In the next section we identify the reasons we chose these strategies and how
they will help us to differentiate and also solve other issues we have been facing.
Core Strategy Recommendations
We came up with several strategies to 1) differentiate from Subway 2) solve some our
current marketing issues. Adding a dessert delivery option (ice cream, warm cookies etc.) will
help Jimmy Johns appeal to college students, families, and the younger demographic, while also
helping increasing overall customer satisfaction and sales.
Creating a more welcoming clean, sit down environment, could provide a significant
differentiation from Subway. This can be achieved by adding TVs, and lounge chairs to each
facility. This change will appeal to our older target market, who might like to sit somewhere yet
still enjoy a quick meal. Currently there is seating in Jimmy Johns but it isnt very big or
welcoming in certain locations. This could help increase customer satisfaction while possibly
make up for the higher price of the sandwiches.
Another differentiation strategy would be to add touch screen ordering to each facility..
This would help Jimmy Johns stand apart from their fast-food competitors and the tech savvy
target market would really enjoy it. This would also help prevent orders from being wrong and
allow more customization options to be available to customers.
Another recommendation specific to the Maryville Jimmy Johns would to be
collaborating with Northwest for major sporting events. They could either offer deals for
attendants at games or offer specials after certain games/events.
By employing these tactics and making them known through mini/macromedia we will
be able to successfully increase the desire to buy from Jimmy Johns. We propose Jimmy Johns
continue to engage in Guerrilla marketing techniques. By this we mean engaging in many touch
points and sending a consistent message. (Levinson) These strategies were developed with a
long-term, competitor, and customer-oriented focus. (Levinson) Instead of making one huge plan
we made one that contained smaller parts so that it would be more realistic. During
implementation of these recommendations we would be taking measurements to see how
effective/ineffective they were.

Marketing Mix Recommendations

Product
Offering a wider variety of vegetable and meat, cheese, and sauce items that are exclusive only at
Jimmy Johns. Along with a variety of sides that can be purchased besides chips.
Finally, by adding an in-store customization option it can help customer satisfaction for those
that dont want sandwiches from the default menu. This can be done by having one station for
customers that want to customize their sandwiches, and a second line for people on the go that
want the default sandwich, where the employees make it with no added customization options.
To measure the overall satisfaction we would ask How would you rate your satisfaction
with Jimmy Johns sandwich customization options from 1 (Unsatisfied) to 10 (Extremely
Satisfied)? The survey would feature other questions in regard to customers satisfaction in
regards to each customization options and compare customization to competitors.
Positioning/Place
Jimmy Johns has always been seen as a get in and get out restaurant. However, it has the
potential to be a very relaxed environment for those that have the time. Jimmy Johns can
position itself to be both by creating a fast-casual atmosphere like Chipotle. By adding more
comfortable seating, adding in television, and maybe family board games, it can become a place
to sit in relax, as well as a fast bite to eat for those that need it.
To measure the success or failure of this change we would ask our customers How
would you rate the quality of the Jimmy Johns in store dining experience from 1 (Poor quality)
to 10 (Very High Quality)? This can also be determined by keeping track of how many people
and the demographic that comes and stays in the store each day and for how long.
Price
While price has been complained about in our personal research, we recommend that price stays
the same. With the previous recommendations we believe that the price will become more
justifiable, by adding more variety and an opportunity for customization along with a more
family oriented, relaxed environment the higher price that is already set will make more
reasonable and adding to an increase in potential customer satisfaction.
Jimmy Johns can measure the effectiveness of their prices by asking questions such as, How
satisfied are you in regards to Jimmy Johns sandwich prices from 1 (Unsatisfied) to 10
(Extremely Satisfied)? We can also ask questions in regards to the perceived value of Jimmy
Johns sandwiches and if they believe they are getting the same value.
Promotion
The mobile app has been highly un-promoted through the Jimmy Johns franchise, and could use
a boost. By promoting the app for ordering purposes could decrease the time is takes for
employees to answer the phone and write down the order, giving them the ability to make the
sandwiches much faster. Also, by adding a QR code to the packaging could help promote the use
of the app for future transactions for consumers with smartphones.
We can easily measure the effectiveness of such efforts by recording the amount of users
that download the app using different QR codes. This will help the company understand which
methods are working and which are not.
People
While some JJs are efficient because of smaller locations, some cities struggle because
of size and demand, so the freaky fast service is harder to achieve. We recommend to keep
employees deliveries under 10-15 minutes by starting an employee tracking system to determine
their average delivery time, and adding a sufficient amount of drivers to each location varying on

population. The employee with the fastest average delivery time (without breaking laws) along
with quality service gets the title of the freaky fastest deliverer. The employee with this title
will receive a 20% discount until another employee takes their spot as fastest deliverer.
Employee and customer satisfaction of this recommendation can be measured by
anonymous surveys that the employees must fill out each quarter in regards to their overall
satisfaction with management, cleanliness, teamwork and environment.
Rationale for Marketing Mix Recommendations
Based on numbers we gathered from interviews and information we gathered in our research
we came up with a net present value and Return on Investment for the Maryville Jimmy Johns.
We concluded that our net present value would be around $546,300 based on the initial
investment being $323,000. This is a lower number for a Jimmy Johns initial investment but
that makes sense for a small location in Maryville, Missouri, and this does not include land costs.
For the ROI (return on investment) the percentage we calculated was about 16%. We found this
to be fairly typical compared to other fast food restaurants. In doing ROI research we found that
20% was a common ROI for the restaurant industry. Our ROI was slightly lower but we think it
falls close within the normal range for a fast food franchise. Throughout our plan formulation we
attempted to define our boundaries that limited us. We knew that budget would be a limiting
factor and that is why we suggest our recommendations be implemented at a few strategically
selected test sites at first so change could be implemented incrementally/over time so we can see
the different impacts, while not wasting money.
Implications for the Marketing Ecosystem
Competitors
We think our recommended changes might make the two Subway locations a bit
questionable about their current strategies. Subway has been comfortable in Maryville and these
changes could really challenge that more than usual. With changes made to Jimmy Johns
Subway might also move towards a more fast-casual feel, or could potentially encourage the
Subway locations and in general other fast food locations to clean up their restaurant
environment. Subway might start to consider a delivery service to truly compete with Jimmy
Johns and try to kick them out of their competitive advantage.
Integration of Theories, Frameworks, Concepts, and Models
By making changes to the marketing plan we hope to increase overall brand equity for
Jimmy Johns. The company is already well known for their sandwiches and being fast with their
delivery and service, but they are also known for being more expensive. We believe our changes
will help justify the higher price especially based on the integration of a fast-casual
atmosphere. This is to increase perceived quality. We think our marking recommendations will
increase customer satisfaction and in return increase brand loyalty. When making changes we
were sure to consider the element of trust. We dont want to lose any current customers with the
changes we are making so we are still keeping a focus on being Freaky Fast. You-marketing
will be our focus. We want our marketing to reach to our target market. We also want to take
advantage of new technologies by implementing the touch screen ordering and focusing on the
mobile app.

Contingency Plan
Our Contingency Plan focuses on fast. When all else fails we have fast production and we
have a reliable delivery service. We think these two strengths mean the most to our target market
and to our brand reputation. We will push for fast, quality deliveries if all else fails. This will still
keep us set apart from our direct competitors (Subway, Quiznos etc.) if all else fails. People
really associate our brand as being Freaky Fast and we want that association to continue with
no faults. If the fast-casual atmosphere doesnt make much of a difference to customer
satisfaction we will not focus our resources on that and instead put the focus on the deliveries
and drive through window, as well as keeping Jimmy Johns sandwiches good quality.
Summary
Based on our research we defined the current problems with Jimmy Johns, both in Maryville,
and with the company in general. One of the largest problems was lack of variety and
customization, along with high prices when compared with their competitors. Through our
recommendations for change we are hoping to increase customer satisfaction, decrease delivery
times, increase sales, and increase mobile orders. Starting with our core strategy
recommendations, we would focus on differentiation; increase variety, adding touch screen
ordering in-store, creating a fast-casual environment, and to be more involved with the
university. Our 5p tactics revolve around increasing customization, repositioning to fast casual
environment, maintaining the same price but increasing the overall quality and value, promoting
the app to regulars, and finally increasing employee efficiency to ensure faster deliveries and
satisfaction. We identified that financially we are in a good place. To keep ourselves from
completely going over budget we suggested incremental changes that would closely monitored
and tested to find the best combination of improvements.
References
Jamieson, Dave. Jimmy John's Enforces An 'Insanely Restrictive' Dress Code On Franchisees
And Their Workers. Huffington Post. May 27, 2015. Web.
http://www.huffingtonpost.com/2015/05/27/jimmy-johns-dress-code_n_7454504.html
Levinson, Jay Conrad., Jeannie Levinson, and Amy Levinson. Guerrilla Marketing: Easy and
Inexpensive Strategies for Making Big Profits from Your Small Business. Boston, MA: Houghton
Mifflin, 2007. Print.
Nath, Trevir. Fast Food Versus Fast Casual. Investopedia. Feb 05, 2015. Web
National Restaurant Association. 2015 Restaurant Industry Forecast. 2015. Web.
https://www.restaurant.org/Downloads/PDFs/NewsResearch/research/ForecastExecSummary2015-FINAL.pdf
Shea, Bill. Jimmy John's buys naming rights to new Utica baseball stadium. Crains Detroit
Business. June 23, 2015. Web.
http://www.crainsdetroit.com/article/20150623/NEWS/150629944/jimmy-johns-buys-namingrights-to-new-utica-baseball-stadium

Statista. Facts on the Fast Food Industry. N.D. Web.

http://www.statista.com/topics/863/fast-food/
Stearn, Denis. Salmonella and E. coli Outbreaks: Why Does Jimmy Johns Still Serve Sprouts?
Food Poison Journal. February 2, 2015. Web
http://www.foodpoisonjournal.com/foodborne-illness-outbreaks/salmonella-and-e-colioutbreaks-why-does-jimmy-johns-serve-sprouts/#.VmSiJ3arTtR
"Why Franchise?" Franchise Opportunity. N.p., n.d. Web. 06 Dec. 2015.
<https://www.jimmyjohns.com/company/franchise/why-franchise/>.
Appendices
Survey Results
Does Jimmy Johns Satisfy Your Hunger/Needs?
NO:

14

YES:

97

Would you chose Jimmy Johns over one of their direct competitors
NO:

35

YES:

76

Do you believe you get your money's worth at Jimmy Johns?

NO:

31

YES:

81

How do you get your order?

In-store

56

Delivery

56

How often do you eat Jimmy Johns?

1-3 times a month

84

1-3 times a week

10

4-7 times a week

Never

15

Gender
Male

25

Female

85

Prefer not to answer 1

Ethnicity
White

100

Other

Hispanic/Latino

Black/African American 3
Asian/Pacific Islander

Age
Under 18

18-25

95

25-35

35-45

45-55

Prefer not to answer 1

Over 55

Which do you associate the most with Jimmy Johns?

Convenience

Convenience, good customer service

Convenience, quick delivery

18

Convenience, quick delivery, good customer

Good customer service

Good value, convenience

Good Value, Convenience, Good Customer Service

Good Value, Convenience, Quick delivery

Good Value, Convenience, Quick delivery, Good Customer Service

26

Good Value, Good Customer Service

Good Value, Quick delivery

Good Value, Quick delivery, Good Customer Service

Quick delivery

26

Quick delivery, Good Customer Service

None

What do you dislike about Jimmy Johns? Customer comments:

Tear out middle of bread, Limited options, They don't always follow the directions I give
they aren't always "freaky fast" sometimes they're "freaky slow", Portions, No pickles on
sandwiches, Every time I get a sandwich and take a bite, the meat and cheese shift out of the
sandwich, Only one kind of cheese, Nothing, Not very many toppings/toasted, Prices, Narrow
bread, Their bread, They don't have chicken, Nothing, No outstanding flavor, Price, Their
delivery charge, Not a ton of sandwich options, They don't have regular mustard, Plain menu, I
don't eat it enough, The options of extras for sandwich toppings, Lack of meat on their
sandwiches and their bread, The bread is the only thing with taste, It always falls off the other
end of the sandwich and/or slides off the side because the bread is narrow, Chips and size of
food, Nothing, Lack of bread/sandwich topping choices, The price, The price, The price,
Sometimes dry bread, Sandwich size, I have to pay $9-10 to get full, Nothing, The food isn't that

great and not a lot of variety, The turkey Tom doesn't come with cheese, Expensive, People's
attitude at times, Nothing,That they don't have more topping options, I wish they toasted
sandwiches, The meat sometimes doesn't taste right, I wish they had maybe a few more
options, Nothing, Nothing, The sandwiches are messy, Delivery- they forget chips/drink often,
No college student discount, Prices, Hardness of bread, Nothing, The price, Nothing, Too
expensive, Nothing, They don't have pickles you can put on your sandwiches, Cost, Nothing,
Nothing, Cant pay with student meal plan, Sometimes the music is a little too loud, No regular
mustard on line, I have no complaints, They forget my cookies, Cookies, Options, Prices, That
everything comes on white bread unless you order it differently, The limited areas in which they
deliver, Their location, Needs a bigger, Variety, Nothing, Choices of sandwich sand how they do
not have an option of warming their food, The amount of mayo on the sandwich, Big game
hunting, Food, The employees sometimes, Lack of customization in sandwiches, The food just
doesn't look good, Options seem limiting, the owner, The options are limited, No chicken
sandwiches, Never enough mayo or mustard packages, There isn't ranch, Bread is hard some
time, Cost, I don't really like their bread, Nothing, Their commercials, Nothing, Lack of sauce
options, The bread, Portion size, Price has gone up, The lack of options, Amount of lettuce, Not
much, Limited choices, Food quality, limited topping, Its not subway, Nothing, Nothing, Price,
Sometimes I wish they had more of a variety of bread or sandwich size, Too much mayo.

Who does Jimmy Johns target their products towards?

College students

11

College students, people with busy lifestyles

College students, People with busy lifestyles, Low class, Middle Class

College students, People with busy lifestyles, Middle Class

College students, People with busy lifestyles, Middle Class, High Class

College students, Professionals

College students, Professionals, People with busy lifestyles

College students, Professionals, People with busy lifestyles, Low class, Middle Class

College students, Professionals, People with busy lifestyles, Middle Class

College students, Professionals, People with busy lifestyles, Middle Class, High Class

College students, Teenagers

College students, Teenagers, People with busy lifestyles

12

College students, Teenagers, People with busy lifestyles, Low class, Middle Class

College students, Teenagers, People with busy lifestyles, Low class, Middle Class, High Class

College students, Teenagers, People with busy lifestyles, Middle Class

11

College students, Teenagers, Professionals, People with busy lifestyles

24

College students, Teenagers, Professionals, People with busy lifestyles, Middle Class

People with busy lifestyles

11

Teenagers, People with busy lifestyles, Middle Class

What do you hear more about?

Subway

36

Jimmy Johns

75

How do you hear about Jimmy Johns?

Friends

Printed ads

Radio

41

Social media

20

Television

31

What do you think Jimmy Johns could change or add? Comments from Survey:
Chicken and warm sandwiches, More meat choices, Slicing the meat fresh, oven baked subs,
regular mustard, More diverse ingredients., Possibly an alternative bread or sandwich size (like
smaller), Wider bread, nothing, Serve fries and chips!, Raspberry lemonade, Offer warming of,
sandwiches, Cheaper prices, Lower prices, build your own, More chip options, Add more
sandwich options, make "deals" throughout the year such as Subway does, Put more cheese
on the sandwich, Nothing, More meat on sandwich, More specialty breads, Happy hour, more,
combinations of sandwiches, Hot sandwiches, Get more ads for a younger demographic, More,
sauces, PICKLES, More customization like Subway does, Toasted sandwiches, Chicken, Better,
cookies, build your own, Don't short you on toppings and get bread that isn't hard as a rock
, Toast the sandwiches, Spinach option vs lettuce, Warm sandwiches, Bread needs to be better,
More sandwich condiments, No, lower prices, Nothing, More sides, I don't really know, Lower
the cost a bit., Maybe other breads, Nothing, Allow you to choose how you would like sandwich
prepared, Sell fruit, More of a variety on toppings, different bread types, Give you a broader
choice different meats, Better bread meaning softer, Free pickles, Different bread, Pickles on
the sandwich instead of on the side, More customization options for cheaper, More Variety,
more types of sauce other than mayo, possibly add more green vegetables, More options like
ranch, Cheese to the turkey tom, More choices, make the bread wider, Increase the areas in

which they deliver, toasting, More options, More options, more interesting sandwich
offers,lower prices, Advertise more, Featured sandwich of the month, more veggie options,
More sandwiches, Get ranch, Variety, Maybe toasted sandwiches, More meat, Allow for more
customization, More food, Few more choices, let you choose what all goes on your sandwich
instead of having to order a, certain number, Larger variety, Cheaper prices, different types of
bread, More sandwich options, More selection, Add different cheese, More options/freedom in
choosing subs, deliver to more areas, I think they should make it to where you can customize a
little more., More sandwiches
Pepperoni and toasted options, More condiments, Add more toppings, more customized, Offer
more selections of sandwiches, More variety, Simplify menu or means of ordering, More
options, Nothing, Toasted sandwiches and more toppings, nothing I can think of, more options,
More sandwiches, Nothing, Offer sandwiches you could get toasted or heated up, More bread
choices, more choices for sandwich toppings at no extra cost, Variety in cheese selection

What do you prefer over Jimmy Johns?

Caseys

Firehouse

Mr. Goodcents

Quiznos

Planet Sub

Subway

39