To: Professor Vincent From: Stephanie Hyman Re: Assignment 2: Category, Brand & Competitive Review for Jersey Mike’s Subs Date: June 5, 2012

Brand: Jersey Mike’s Subs Brand History: The first Jersey Mike’s Subs opened in 1956 under the original name, Mike’s Subs. It was located in Point Pleasant, New Jersey, on the Jersey Shore. The sub shop was located only an hour away from New York City and Philadelphia. Mike’s Subs offered a unique product—the submarine . It was a geared towards vacationers, visitors and local residents. During the time that the original owner, Mike, was thinking about selling the sub shop, a fellow employee began to wonder if he could take over the business. At age 17, Peter Cancro took out a loan and became the owner and proprietor of Mike’s Subs. In 1987, the sub shop became so busy that they began franchising. During this time, the name of the shop was officially changed from Mike’s Subs to Jersey Mike’s Subs.

Registered trademarks of Jersey Mike’s include Jersey Mike’s Subs, Jersey Mikes and Mike’s Way.

This restaurant is considered fast casual with food that is served fast but is fresh. According the Jersey Mike’s website, they have an affluent customer base with money to spend. These customers demand a higher quality than traditional fast food or quick service .

Jersey Mike’s uses high quality , Angus beef and cheese from top quality premium brands. The bread is baked fresh daily on premises.

Business Details: Jersey Mike’s Subs currently has 537 stores in 31 states. At the moment, 63 franchises are being set up. Below is a list of states that have Jersey Mike’s Subs and how many are in each state: Alabama (5), Arizona (13), California (74), Colorado (6), Connecticut (1), District of Columbia (5), (45), Georgia (34), Illinois (30), Indiana (5), Kansas (4), Kentucky (7), Louisiana (1), Massachusetts (1), Michigan (1), Minnesota (3), Missouri (1), Nevada (4), New Jersey (23), North Carolina (86), Ohio (29), Oklahoma (15), Pennsylvania (4), Rhode Island (3), South Carolina (36), Tennessee (30), Texas (32), Virginia (28), Washington State (8), West Virginia (1), Wisconsin (2).

Brand & Product Offerings: Jersey Mike’s Subs is categorized as a sandwich shop. Patrons usually visit the establishment for either lunch or dinner. Their best seller the #7. This sub includes turkey breast and provolone. The employee will ask if the patron wants the sandwich Mike’s Way. That means that the sandwich will have lettuce, onions, tomatoes, oil, vinegar and spices. Other items on their menu include:

COLD SUBS HOT SUBS WRAPS • Jersey Shore’s • Jersey Mike’s • Chicken Caesar Favorite Famous Philly— (grilled sliced chicken (provolone, ham and Steak or Chicken breast with lettuce, cappacuolo) (grilled onions and parmesan cheese and • The American peppers) creamy caesar Classic (ham and • Chipotle Cheese dressing) provolone) Steak or Chicken • Buffalo Chicken • The Veggie (swiss, (grilled onions, (grilled sliced chicken provolone, green peppers, chipotle smothered in a spicy bell peppers) mayo) buffalo sauce, with • The Super Sub • Big Kahuna Cheese melted American (provolone, ham, Steak or Chicken cheese, lettuce, prosciuttini and (grilled onions and tomato and bleu cappacuolo) peppers plus cheese dressing) • Tuna Fish mushrooms, • Baja Chicken (grilled • Roast Beef and jalapenos and extra sliced chicken breast, Provolone cheese) American Cheese, • Original Italian • Meatball and salsa, lettuce and (provolone, ham, Cheese (melted jalapeno peppers) prosciuttini, provolone, tomato • Grilled Veggie cappacuolo, salami sauce and parmesan (grilled peppers and and pepperoni) cheese) onions, melted swiss • Club Sub (turkey, • Chicken Parm and provolone, ham, provolone, (melted provolone, lettuce, tomato and bacon, mayo and tomato sauce and homestyle ranch “Mike’s Way) parmesan cheese) dressing) • Club Supreme • Grilled Pastrami • Turkey Wrap (oven (roast beef, turkey, Reuben (swiss roasted 99% fat free swiss, bacon, mayo cheese, sauerkraut turkey, lettuce, tomato and “Mike’s Way) and thousand island and honey mustard dressing) sauce)

Brand Equity: Jersey Mike’s Subs franchises are known for their relationship with customers. All of the employees have been taught to interact and talk with the customers. They get to know their customers so they keep coming back. Jersey Mike’s says that their interaction with customers is better then other sub chains because they actually care for their customers and forming a relationship with them.

Jersey Mike’s has a following of people who are “brand loyal” in the way that they are loyal to that specific sandwich shop. People often eat for lunch, picnic or road trips, so it is a convenient choice. This would be a wonderful place it order sandwiches for a home party, such for a New Years party or a Super Bowl party.

People: Patrons of this sandwich shop are those of every age. If located in a college town, there are normally a lot of college student customers because of student discounts. During lunch hours, there are normally a lot of businessmen and women in the shop. According to Chicago based research firm Technomic’s Sandwich Consumer Trend Report, 93% reported that they eat at least on sandwich a week.

This would not be the restaurant to go to if you were setting up a million dollar business deal.

Competitors: Jersey Mike’s has many competitors depending on their location. In the Tampa area, competitors include Lenny’s, , Publix Subs, Jimmy Johns, Firehouse Subs and Subs n’ Such. All of the competitors listed are nation wide except for locally owned Subs n’ Such, in Tampa.

If Jersey Mike’s wanted to steal customers from the other businesses, they would most likely have to set up a type of deal. The deal would need to include discounts on certain sandwiches or on entire meals. They also should set up a certain day of the week that every sale should be given 20 percent off. This would make sure that they are busy at least on those days.

S.W.O.T STRENGTHS—Relationships with their customers that keep them coming back. Student discounts near the USF Jersey Mike’s. WEAKNESSES—Location. They have a lot of locations in some states, but then only a few to none in others. They should have at least one in each state. Also—they need to work on their consistency because sometimes their subs are not as good as they were the last time. OPPORTUNITIES—They have the opportunity to begin delivery service for those who do not want to leave the house to eat a sandwich. THREATS—Their threats are those of other sub shops. These include Lenny’s, Quiznos, Publix, Jimmy Johns and Subway.