Jimmy Johns Marketing Plan

7/23/2019 Jimmy Johns Marketing Plan

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Jimmy JohnsMarketing Plan

Jackson Lanning

Kaity Williams

Kristin Ryman

Johnny Palmentare



TABLE OF CONTENTS

TABLE OF CONTENTS 1

SITUATION STATEMENT & EXECUTIVE SUMMARY 2

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 Q UANTIFIED MARKETING PLAN 4

CURRENT MARKETING PLAN 4

RECOMMENDED MARKETING PLAN 5-8

CORE MARKETING STRATEGY OVERVIEW 5 CORE STRATEGY RECOMMENDATIONS 6 MARKETING MIX RECOMMENDATIONS 6-7 MARKETING ECOSYSTEM 8 INTEGRATION OF THEORIES 8

CONTINGENCY PLAN 8

SUMMARY 8

REFRENCES 9

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) didn’t feel a match between the value and cost of Jimmy Johns, along with thelack of customization and variation. It is also an issue that there is no major differentiation

between Jimmy John’s and its direct competitors, aside from delivery.2. Constraints Faced By the Organization Budget is something for Jimmy John’s to take into consideration. Also being located betweentwo Subway stores in and other popular fast food competition in Maryville. The Jimmy John’sfranchises are limited to what they can ado based on corporate Jimmy John’s.

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 John’s from fast food to “fast-casual” with a heavyfocus 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. Utilizingnew technology and making a more “fast-casual” environment that would appeal to a largertarget market. As part of our core strategy we suggest adding dessert items like ice cream orwarm cookies to their delivery options to increase variety and also differentiate us fromcompetitors.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 involvedincreasing 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 John’s 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 forthe company. The company is a fast food restaurant that sells deli sub sandwiches in store, drivethrough, and by delivery. The company prides itself on its silly and easygoing attitude butdespite the silly environment, the company holds its franchisees to strict guidelines. Thecompany focuses strongly on maintaining a distinct consistent image across all of their franchisestores (Jamieson, 2015).

Target Market Jimmy John’s 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 moretowards university students, the factory workers in town, and a dense middle class populationwith families.

Collaborator Analysis Jimmy John’s has worked with a number of collaborators in order to enhance and promote

their brand’s image and reputation. Jimmy John’s sponsors NASCAR driver Kevin Harvick and



his vehicle is covered with the Jimmy John’s logo. The Jimmy John’s Freaky Fast 300 was a racethat they sponsored in 2014 for NASCAR in September 2014. NASCAR was a fitting sport tofocus on because it parallels to Jimmy John’s “freaky fast” delivery service.

Jimmy John’s has collaborated with the United Shore Professional Baseball League bynaming the baseball field located in Utica, Michigan the Jimmy John’s Field. Having such a

landmark named after the company will help Jimmy John’s brand name throughout the city ofUtica as well as among baseball fans (Shea). For more collaborators refer to the appendices.

Competitor Analysis In Maryville Jimmy John’s f aces some high competition. It has its direct competitor Subway

which has two locations, both in close proximity to Jimmy John’s. They also have many indirectcompetitors 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 John’s.

Context Analysis:EconomicThe 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 in2014. 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 fastcasual market is growing at a faster rate, with better customer satisfaction.Jimmy John’s overall has experienced $2 billion worth of sales. From 2011 to 2014, JimmyJohn’s revenue has grown 77%.Political/Legal

Jimmy John’s has faced litigation multiple times in the last 5 years due to e-coli andsalmonella outbreaks, caused by the sprouts they serve in many of their sandwiches. Theseoutbreaks after being investigated by the CDC and FDA have led back to poor conditions at theirdifferent sprout growing facilities. In response, Jimmy John’s has stopped selling their sproutsmultiple times but then later began selling them again. (Stearn, 2015).Technological

Jimmy John’s utilizes their Android and Apple applications as well as their website to enablecustomers to view their menus as well as order their food. These platforms allow customers toorder from the convenience of their phones or computer devices in a visual format with moreoptions of customization that is not offered in store.Socio-Cultural

Society has experienced a growing need for instant gratification. This change is being seen inthe restaurant world by the customers demand to receive their food as quickly as possible. Alongwith the growing trend of speed, customers also want healthier food options. The mixture ofthese two trends helps explain the success of many fast casual firms such as Chipotle, that focuson 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, convenientlocations for their target markets, strong brand recognition, and their personal social mediainteraction with consumers.

WeaknessesA 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.OpportunitiesInclude more variety and customization is one of the largest opportunities we discovered. Addingmore sides such as cookies, salads, or French fries; things besides chips that work for on the goconsumers. In Maryville specifically, partnering with the University would be a goodopportunity for connecting with a strong segment of their target customers, college students.ThreatsIn Maryville, Jimmy John’s 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 themarket in Maryville because of the ratio of college students to the older generation. Finallycompetitors offering delivery services pose a threat, especially if they surpass Jimmy John’scurrent delivery time.

Summary Statement of Problems After analyzing our personal data, we identified problems within the Maryville J immy

John’s (See appendices for all survey results). Consumers found that Jimmy John’s does notoffer enough variety. Examples were: limited variety of bread, vegetables, cheeses, meats, saucesand sides. Customers explained an overall dissatisfaction with the limited amount of sandwichcustomization 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 John’s 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’ f low. They pride themselves on not using filler in their delimeats. They provide a cleaner, more relaxing environment compared to their competitors andoffer healthier options. They are well known for their TV and radio commercials and personalinteraction 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 aJimmy John’s location.Some of the most popular marketing tactics used by Jimmy John’s are their TV and radio adsthat promote their freaky fast delivery and service with creative scenarios that tend to exaggeratehow fast their service is. This marketing tactic is nationwide, where some of the other tactics aremore limited

Finally, social media and the company’s website seem to be their prime marketing andadvertising tactic that attracts their audience. Customers can post pictures, or write comments,and Jimmy John’s is known for their freaky fast responses to their customer’s posts. This is nicefor consumers because they feel more trust with the restaurant which in turn puts Jimmy John’s

in the category of a good-willed company.

Does it conduct any marketing research? Many Jimmy John’s consumers send feedback via social media. Jimmy Johns is able to

address complaints and concerns through this medium. They can collect this feedback fromcustomers and make much needed changes within the company when the same concerns begin tomultiply.

Jimmy John’s does research to see how people are ordering via online and what specificitems they are ordering. They also research what changes are happening within their targetmarket (changes in likes/dislikes, lifestyles, and trends). Keeping up with their direct and indirectcompetition is an important element of their research so they aren’t falling behind and losingtheir edge on potential customers.

What are its budget and current costs for the marketing tactics it utilizes? Jimmy John’s gains its marketing budget from its fr anchise restaurants that it helps support.Corporate Jimmy John’s takes 3%-4.5% of the franchisee’s investment to help support theadvertising and marketing costs that are needed to help gain business in that area. The initialfranchise investment can range anywhere from $323,000-$544,000 not including land costs. Sothe marketing / advertising costs can range anywhere from $14,535-$24,480 per franchise. This brings the total possible marketing budget for Jimmy John’s to $305 Million to $514 Million.

Problems Related to Current Marketing Plan Jimmy John’s struggles to differentiate themselves with the Subway franchise. Besides

having the delivery service which has been beneficial, there are still some things that could beimproved upon to gain a more competitive advantage. Such as keeping a consistent delivery timeno matter what the location is (big or small city), adding in additional options with delivery.The Maryville Jimmy John’s specifically could get more involved with the Northwest MissouriState campus to help promote themselves to the community. With Northwest football being verysuccessful 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 dedicatedcommunity.

Recommended Marketing Plan

Core Marketing Strategy Overview We identified that our first priority would be to differentiate ourselves on a more narrowlevel. We face some heavy direct competition from Subway. Some factors can’t be changed, likethe fact that there is a Subway located on both sides of our store. But there are certainly somechanges we could make to differentiate ourselves, to bring stronger brand loyalty from Maryvilleconsumers. The ways we have considered dif ferentiating are: ice cream delivery, a more “sit-down”/enjoyable restaurant environment, touch screen ordering, and deals with Northwestsporting events. In the next section we identify the reasons we chose these strategies and howthey 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.) willhelp Jimmy Johns appeal to college students, families, and the younger demographic, while alsohelping increasing overall customer satisfaction and sales.

Creating a more welcoming clean, sit down environment, could provide a significantdifferentiation from Subway. This can be achieved by adding TV’s, and lounge chairs to eachfacility. This change will appeal to our older target market, who might like to sit somewhere yetstill enjoy a quick meal. Currently there is seating in Jimmy Johns but it isn’t very big orwelcoming in certain locations. This could help increase customer satisfaction while possiblymake 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 savvytarget market would really enjoy it. This would also help prevent orders from being wrong andallow more customization options to be available to customers.

Another recommendation specific to the Maryville Jimmy Johns would to becollaborating with Northwest for major sporting events. They could either offer deals forattendants 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 John’s. We propose Jimmy John’scontinue 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 along-term, competitor, and customer-oriented focus. (Levinson) Instead of making one huge planwe made one that contained smaller parts so that it would be more realistic. Duringimplementation of these recommendations we would be taking measurements to see howeffective/ineffective they were.



Marketing Mix Recommendations ProductOffering a wider variety of vegetable and meat, cheese, and sauce items that are exclusive only atJimmy John’s. 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 don’t want sandwiches from the ‘default’ menu. This can be done by having one station forcustomers that want to customize their sandwiches, and a second line for people ‘on the go’ thatwant 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 satisfactionwith Jimmy John’s sandwich customization options from 1 (Unsatisfied) to 10 (ExtremelySatisfied)?” The survey would feature other questions in regard to customer’s satisfaction inregards to each customization options and compare customization to competitors.Positioning/PlaceJimmy John’s 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 John’s 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 placeto 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 John’s in store dining experience from 1 (Poor quality)to 10 (Very High Quality)?” This can also be determined by keeping track of how many peopleand the demographic that comes and stays in the store each day and for how long.PriceWhile price has been complained about in our personal research, we recommend that price staysthe 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 morefamily oriented, relaxed environment the higher price that is already set will make morereasonable and adding to an increase in potential customer satisfaction.

Jimmy John’s can measure the effectiveness of their prices by asking questions such as, “Howsatisfied are you in regards to Jimmy John’s sandwich prices from 1 (Unsatisfied) to 10(Extremely Satisfied)?” We can also ask questions in regards to the perceived value of JimmyJohn’s sandwiches and if they believe they are getting the same value.PromotionThe mobile app has been highly un- promoted through the Jimmy John’s franchise, and could usea boost. By promoting the app for ordering purposes could decrease the time is takes foremployees to answer the phone and write down the order, giving them the ability to make thesandwiches much faster. Also, by adding a QR code to the packaging could help promote the useof the app for future transactions for consumers with smartphones.

We can easily measure the effectiveness of such efforts by recording the amount of usersthat download the app using different QR codes. This will help the company understand whichmethods are working and which are not.People

While some JJ’s are efficient because of smaller locations, some cities struggle becauseof size and demand, so the “freaky fast” service is harder to achieve. We recommend to keepemployees deliveries under 10-15 minutes by starting an employee tracking system to determinetheir 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) alongwith quality service gets the title of the “freaky fastest” deliverer. The employee with this titlewill receive a 20% discount until another employee takes their spot as fastest deliverer.

Employee and customer satisfaction of this recommendation can be measured byanonymous 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 John’s.We concluded that our net present value would be around $546,300 based on the initialinvestment being $323,000. This is a lower number for a Jimmy John’s initial investment butthat 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 thisto be fairly typical compared to other fast food restaurants. In doing ROI research we found that20% 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 weattempted to define our boundaries that limited us. We knew that budget would be a limitingfactor and that is why we suggest our recommendations be implemented at a few strategicallyselected test sites at first so change could be implemented incrementally/over time so we can seethe different impacts, while not wasting money.Implications for the Marketing Ecosystem Competitors

We think our recommended changes might make the two Subway locations a bitquestionable about their current strategies. Subway has been comfortable in Maryville and thesechanges could really challenge that more than usual. With changes made to Jimmy John’sSubway might also move towards a more “fast-casual” feel, or could potentially encourage theSubway locations and in general other fast food locations to clean up their restaurantenvironment. Subway might start to consider a delivery service to truly compete with JimmyJohn’s 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 theirdelivery and service, but they are also known for being more expensive. We believe our changeswill help justify the higher price especially based on the integration of a “f ast-casual”atmosphere. This is to increase perceived quality. We think our marking recommendations willincrease customer satisfaction and in return increase brand loyalty. When making changes wewere sure to consider the element of trust. We don’t want to lose any current customers with thechanges we are making so we are still keeping a focus on being “Freaky Fast.” You-marketingwill be our focus. We want our marketing to reach to our target market. We also want to takeadvantage of new technologies by implementing the touch screen ordering and focusing on themobile 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 marketand to our brand reputation. We will push for fast, quality deliveries if all else fails. This will stillkeep us set apart from our direct competitors (Subway, Quizno’s etc.) if all else fails. People

really associate our brand as being “Freaky Fast” and we want that association to continue withno faults. If the “fast-casual” atmosphere doesn’t make much of a difference to customersatisfaction we will not focus our resources on that and instead put the focus on the deliveriesand drive through window, as well as keeping Jimmy John’s sandwiches good quality.

Summary Based on our research we defined the current problems with Jimmy John’s, both in Maryville,

and with the company in general. One of the largest problems was lack of variety andcustomization, along with high prices when compared with their competitors. Through ourrecommendations for change we are hoping to increase customer satisfaction, decrease deliverytimes, increase sales, and increase mobile orders. Starting with our core strategy

recommendations, we would focus on differentiation; increase variety, adding touch screenordering in-store, creating a fast-casual environment, and to be more involved with theuniversity. Our 5p tactics revolve around increasing customization, repositioning to fast casualenvironment, maintaining the same price but increasing the overall quality and value, promotingthe app to regulars, and finally increasing employee efficiency to ensure faster deliveries andsatisfaction. We identified that financially we are in a good place. To keep ourselves fromcompletely going over budget we suggested incremental changes that would closely monitoredand tested to find the best combination of improvements.

References

Jamieson, Dave. “Jimmy John's Enforces An 'Insanely Restrictive' Dress Code On FranchiseesAnd 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: HoughtonMifflin, 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/News-Research/research/ForecastExecSummary2015-FINAL.pdf

Shea, Bill. “Jimmy John's buys naming rights to new Utica baseball stadium.” Crain’s DetroitBusiness. June 23, 2015. Web.http://www.crainsdetroit.com/article/20150623/NEWS/150629944/jimmy-johns-buys-naming-rights-to-new-utica-baseball-stadium

http://www.huffingtonpost.com/2015/05/27/jimmy-johns-dress-code_n_7454504.html

https://www.restaurant.org/Downloads/PDFs/News-Research/research/ForecastExecSummary2015-FINAL.pdf


http://www.crainsdetroit.com/article/20150623/NEWS/150629944/jimmy-johns-buys-naming-rights-to-new-utica-baseball-stadium






http://www.huffingtonpost.com/2015/05/27/jimmy-johns-dress-code_n_7454504.html



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-coli-outbreaks-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?

http://www.statista.com/topics/863/fast-food/



https://www.jimmyjohns.com/company/franchise/why-franchise/

https://www.jimmyjohns.com/company/franchise/why-franchise/



http://www.statista.com/topics/863/fast-food/



1-3 times a month 84

1-3 times a week 10

4-7 times a week 2

Never 15

Gender

Male 25

Female 85

Prefer not to answer 1

Ethnicity

White 100

Other 4

Hispanic/Latino 3

Black/African American 3

Asian/Pacific Islander 2

Age

Under 18 2

18-25 95

25-35 4

35-45 2

45-55 6

Prefer not to answer 1



Over 55 1

Which do you associate the most with Jimmy Johns?

Convenience 7

Convenience, good customer service 5

Convenience, quick delivery 18

Convenience, quick delivery, good customer 6

Good customer service 2

Good value, convenience 1

Good Value, Convenience, Good Customer Service 1

Good Value, Convenience, Quick delivery 7

Good Value, Convenience, Quick delivery, Good Customer Service 26

Good Value, Good Customer Service 1

Good Value, Quick delivery 2

Good Value, Quick delivery, Good Customer Service 2

Quick delivery 26

Quick delivery, Good Customer Service 3

None 4

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 thesandwich, Only one kind of cheese, Nothing, Not very many toppings/toasted, Prices, Narrowbread, Their bread, They don't have chicken, Nothing, No outstanding flavor, Price, Theirdelivery charge, Not a ton of sandwich options, They don't have regular mustard, Plain menu, Idon't eat it enough, The options of extras for sandwich toppings, Lack of meat on theirsandwiches and their bread, The bread is the only thing with taste, It always falls off the otherend of the sandwich and/or slides off the side because the bread is narrow, Chips and size offood, 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'sattitude at times, Nothing,That they don't have more topping options, I wish they toastedsandwiches, The meat sometimes doesn't taste right, I wish they had maybe a few moreoptions, Nothing, Nothing, The sandwiches are messy, Delivery- they forget chips/drink often,No college student discount, Prices, Hardness of bread, Nothing, The price, Nothing, Tooexpensive, Nothing, They don't have pickles you can put on your sandwiches, Cost, Nothing,

Nothing, Can’t pay with student meal plan, Sometimes the music is a little too loud, No regularmustard on line, I have no complaints, They forget my cookies, Cookies, Options, Prices, Thateverything comes on white bread unless you order it differently, The limited areas in which theydeliver, Their location, Needs a bigger, Variety, Nothing, Choices of sandwich sand how they donot have an option of warming their food, The amount of mayo on the sandwich, Big gamehunting, Food, The employees sometimes, Lack of customization in sandwiches, The food justdoesn't look good, Options seem limiting, the owner, The options are limited, No chickensandwiches, Never enough mayo or mustard packages, There isn't ranch, Bread is hard sometime, Cost, I don't really like their bread, Nothing, Their commercials, Nothing, Lack of sauceoptions, The bread, Portion size, Price has gone up, The lack of options, Amount of lettuce, Notmuch, Limited choices, Food quality, limited topping, It’s 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 9

College students, People with busy lifestyles, Low class, Middle Class 1

College students, People with busy lifestyles, Middle Class 7

College students, People with busy lifestyles, Middle Class, High Class 1

College students, Professionals 1

College students, Professionals, People with busy lifestyles 2

College students, Professionals, People with busy lifestyles, Low class, Middle Class 1

College students, Professionals, People with busy lifestyles, Middle Class 6

College students, Professionals, People with busy lifestyles, Middle Class, High Class 2

College students, Teenagers 2

College students, Teenagers, People with busy lifestyles 12

College students, Teenagers, People with busy lifestyles, Low class, Middle Class 3

College students, Teenagers, People with busy lifestyles, Low class, Middle Class, High Class 3

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 6

People with busy lifestyles 11

Teenagers, People with busy lifestyles, Middle Class 3

What do you hear more about?

Subway 36

Jimmy Johns 75

How do you hear about Jimmy Johns?

Friends 4

Printed ads 9

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 (likesmaller), Wider bread, nothing, Serve fries and chips!, Raspberry lemonade, Offer warming of,sandwiches, Cheaper prices, Lower prices, build your own, More chip options, Add moresandwich options, make "deals" throughout the year such as Subway does, Put more cheeseon 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, Lowerthe cost a bit., Maybe other breads, Nothing, Allow you to choose how you would like sandwichprepared, Sell fruit, More of a variety on toppings, different bread types, Give you a broaderchoice different meats, Better bread meaning softer, Free pickles, Different bread, Pickles onthe 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 likeranch, 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 sandwichoffers,lower prices, Advertise more, Featured sandwich of the month, more veggie options,More sandwiches, Get ranch, Variety, Maybe toasted sandwiches, More meat, Allow for morecustomization, More food, Few more choices, let you choose what all goes on your sandwichinstead of having to order a, certain number, Larger variety, Cheaper prices, different types ofbread, 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 alittle more., More sandwiches Pepperoni and toasted options, More condiments, Add more toppings, more customized, Offermore selections of sandwiches, More variety, Simplify menu or means of ordering, Moreoptions, 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 breadchoices, more choices for sandwich toppings at no extra cost, Variety in cheese selection

What do you prefer over Jimmy Johns?

Casey’s 1

Firehouse 1

Mr. Goodcents 4

Quiznos 1

Planet Sub 1

Subway 39

Documents

Jimmy Johns Marketing Plan