Jimmy John’s Gourmet Sandwiches

1. Jimmy John’s Gourmet Sandwiches So Fast you’ll Freak! Team Patriots Marketing Plan by Roddy Hill & Tara Luckett

2. Our Mission Jimmy John’s is growing fast and our team is always looking for hard-working people who crave the world’s greatest gourmet sandwiches. And we’re not talking success as in “shiny new car” success-we’re talking success as in “position of power in a worldwide sandwich empire” success (Jimmy John's Gourmet Sandwiches, 2010).

3. Vision for our Franchise We aspire to be the best, and serve the greatest gourmet sandwiches in Missoula, and serve the minds of the future.

4. Internal Strengths Fresh gourmet sandwiches Online Ordering Free WI-FI access Large lounge area Open and deliver until 3 am Fast delivery time Sandwiches starting at $4.50

5. Internal Weaknesses • Breakfast and coffee is not offered • Only one sandwich size is available • No healthy side dishes available only chips and cookies • Can be expensive for college students • Additional charge for deliveries

6. Opportunities • Deliver gourmet sandwiches and cater • Within 2.2 miles from The University of Montana • Mobile app available for easy ordering • Online ordering available • Late hours of operation and delivery

7. Opportunities • Offer coupons to the customers for discounts that are geared towards low volume days • Partner with the University to sell Jimmy John’s sandwiches for lunches and dinner at the school • Be a team sponsor for the Grizzly football team to receive recognition

8. Potential Customers • Total students enrolled at The University of Montana is 15,669 in Fall of 2012 • Dormitory Capacity- 3,425 potential customers to deliver to • In 2011 summer enrollment at the University was 4,113 students • Total staff during fall and spring semester was 2,100 with approximately 2,000 student employees.

9. Potential Customers • The total population of Missoula, MT in 2010 was 109,229 • 14.1% increase in population from 2000-2010 • As of September 2012 national unemployment was 7.8% and Montana was 6.1% • If the trend of increasing population continues and the trend of lower than national average unemployment rates continue then the potential of adding additional stores is positive

10. Threats • Other fast food options may be cheaper and faster with breakfast options • 3 other competitors within 2 mile radius of the University of Montana • Potential decline in business once school is out during summer months by 30% (15,669 X 0.3= 4,700 students) Possible loss of 4,700 potential customers

11. Threats • High Employee turnover rate students going home for summer or graduating • Other restaurants open late and deliver • Weather may prohibit deliveries and accessibility to the restaurant

12. Competition-Pita Pit • Pita Pit also open late and delivers until 3am • Been established for 4 years • Within 2 miles from The University of Montana • Online ordering available • Breakfast available • Healthy side dishes available • Pita prices start at $5.99

13. Competition-Docs Sandwich Shop • Open until 4 pm daily, closed on Sundays • Been established for 18 years • Within 2 miles from The University of Montana • Gourmet sandwiches, soups, and salads • Sandwich prices start at $6.75 but will take off $2.25 for half a sandwich

14. Competition- Campus Dining • Located on The University of Montana campus • Offers coffee, breakfast, lunch and dinner • Offers variety of food from grab and go to vegan meals • The meal plans range from $1,740, $1,840 and $2,040. The individual meal prices are as follows: $1,740-$5.74/meal, $1,840-$7.69/meal, $2,040-$6.08/meal. • Majority of campus dining halls and campus restaurants close by 7 pm • Jus Chill’n is the only option on campus that is open until 12 am only on Saturday and Sunday and offers only snacks and smoothies

15. Competition for the Market • There are 15,669 students that have 4 options for sandwiches near the University of Montana • 15,669/4=3,917.25 • 3,917.25/7 days= 559.60 Potential customers per week 3,917.25/365 days= 10.73 • In the summer months there are 4,113 students enrolled at the University of Montana • 4,113/4=1,028.25 • There are three other competitors for Jimmy John’s that may take 75% of the market leaving Jimmy John’s with 25% • After 4 pm everyday Docs Sandwich Shop closes which eliminate 25% of the competition and is closed on Sundays

16. Competition for the Market • The University of Montana campus dining is closes at 7 pm which eliminates another 25% of the competition • Between 4 pm and 7 pm Jimmy John’s has an increase in possible market by about 33% 100%/3=33.3% • 15,669/3=5,223 • 4,113/3=1,371 • ( This market will also apply on Sundays when Doc Sandwich shop is closed) • After 7 pm 50% of the competition is eliminated only Jimmy John’s and Pita Pit are open and deliver until 3am • 15,669/2=7,834.5 • 4,113/2=2,056.5

17. Demographic Dimensions Staff at The University of Montana • Fall 2002, full-time staff members totaled 1,145 • 5.4% of total staff in Fall 2002 were of color • Fall 2002 total staff comprised of: 56.5%-Women43.5% - Men • Fall 2002, the faculty included: 491 full-time permanent instructional faculty184 temporary or part-time instructional faculty • 430 tenured/tenure-track faculty in Fall 2002, 32 (7.4%) were persons of color • Of the 20 new faculty members hired for Fall 2002, 8 (40%) were women

18. Demographic Dimensions Students attending University of Montana • Fall 2002 student enrollment was 13,058 • The Fall 2002 enrollment included: 10,763 undergraduate students1,392 graduate students652 post-baccalaureate students251 law students18% of undergraduates are age 25 or older22 years median age53% women47% men74% Montana residents23% non-residents305 international students from 60 countries

19. Demographic Dimensions For Missoula, MT • Students upper and middle class average age 34 years old, professional and technical workers and students • Average Missoula household of 2.4 individual’s whose average income is $42,399 • 39% of the Missoula population has earned a Bachelor’s Degree and is predominantly Caucasian

20. Geographic Dimensions for Missoula, MT • Jimmy John’s is located in the heart of downtown Missoula • Jimmy John’s will deliver to Missoula and the University of Montana • Also located in downtown Missoula are the following: -7 breweries in Downtown Missoula -29 places for casual dining (including Jimmy John’s) -6 places for fast food • There are a total of 11,693 companies located in Missoula

21. What We Eat For Lunch In America According to The Journal of the American Dietetic Association, “the most popular foods consumed at lunch for both adult men and women were sandwiches, including hamburgers, followed by salads, and meat dishes. The most popular beverages were soft drinks, coffee, and juice. Other popular foods were French fries, potato chips, tortilla chips, and fruits” (Ahuja, 2005).

22. Behavioral Dimensions • Functional needs are met by giving the customer a healthy lunch and dinner alternative • The benefits are time is money, we can deliver to you • Customer relationships and satisfaction will encourage future and existing customers • We offer personalized selections and complete nutrition information • Sandwiches have been proven to be most popular consumed food for lunch by men and women

23. Customer Needs These needs will create business for Jimmy John’s Social Needs • Place to study and use Wi-Fi • Meet with friends for lunch or dinner • Place to meet study groups • Place to take a break from school for lunch Physiological Need • Hunger and Thirst

24. Customer Needs These needs will create business for Jimmy John’s Economic Needs • Affordable • Convenient for fast but gourmet sandwich, delivers which makes Jimmy John’s even more convenient • Location is convenient for students and employees of the University of Montana • Dependable hours of operation, dependable service and delivery

25. Why buy Jimmy John’s Gourmet Sandwiches • Jimmy John’s sponsors teams at the University of Montana and posters may trigger a response to want to eat Jimmy John’s • Pita pit and Jimmy John’s deliver late and may have 50/50 chance they want to order food late for a dorm party • Will be listed on yellow pages although no one looks a yellow pages we will be on facebook, internet, and phone app available • People can “like us” on facebook which will remind them of deals and coupons • Only 2 miles away from the University within a distance for students to walk/drive and see the restaurant

26. The Means-End Chain Model

27. The Product Life Cycle Jimmy John’s is in the market maturity stage. They have been established since 1983 and now have over 1200 restaurants. Subway and Blimpies introduced the sub shop market to customers, both established in mid 1960s. Competition has been tough to the point where subway offers five dollar deals and buy one get one free before 10am. Blimpies has eliminated many of their shops. Jimmy John’s is not a normal sub shop they differentiate themselves by creating gourmet sandwiches with fresh bread made everyday along with fresh cut meat everyday and delivering. Jimmy John’s

28. Brand Positioning Jimmy John’s differentiates themselves from other competition by not only creating sub sandwiches but fresh gourmet sandwiches. Other sub shops do not deliver and Jimmy John’s not only delivers but we deliver freaky fast! We are not just a sub shop but a place to enjoy gourmet food with friends, study groups, co-workers in a lounge area with free Wi-Fi available in the heart of downtown Missoula.

29. PERCEPTUAL MAP Gourmet Sandwich Jimmy Johns Hoagieville Quizno’s Dine In ------------------------------------------------------------------------------------------------- Delivery ----------------------------------------------------------------- Pita Pit Subway Doc’s Sandwich Shop Traditional Sandwich

30. Promotion Getting Attention • Consumers will be informed of us from the radio, signs in the University of Montana since they are sponsors of their teams and word of mouth • With our funny radio ads about delivering freaky fast even show up faster than the fire department to a burning house may hold people’s interests Arouse Desire • Take samples of sandwiches to local businesses downtown and to the University of Montana which can persuade students, faculty and workers to eat at Jimmy John’s • Since Jimmy John’s is a sponsor of the University of Montana posters of delicious gourmet sandwiches will be posted around the University of Montana and their stadium • Have pictures of Jimmy John’s sandwiches pop up pictures online and on facebook

31. Promotion Obtain Action • Millions of people on facebook will see the Jimmy John’s logo and will be reminded of Jimmy John’s. If they “like us” will receive reminders of deals and coupons for Jimmy John’s. This will encourage individuals to obtain action with their facebook deals. • Samples of sandwiches will also persuade individuals to obtain action and eat Jimmy John’s

32. Price • Jimmy John’s is a one price policy and will charge the same price for everyone • Initially start out with status quo objectives and follow Jimmy John’s franchise prices and stabilize in the market in Missoula • Discounts will be given initially when people “like us” on facebook • More coupons will be given when it is determined which days are low volume to attract customers

33. Place • Convenient location in the heart of Downtown Missoula • Within walking distance from the University of Montana • Jimmy John’s deliver to the town of Missoula • Direct channel system • Web site base for customers

34. References Ahuja, J. O.-T. (2005, October 22). Agricultural Research Service. Retrieved November 2012, from United States Department of Agriculture: http://www.ars.usda.gov/research/publications/Publications.htm?seq_no_115=179939 Doc's Sandwich Shop. (2012). Retrieved from Doc's Sandwich Shop: http://www.docsgourmet.com/index.php?option=com_content&view=article&id=48:about&catid=31&Itemid=46 Economic Outlook. (2012). Retrieved from Missoula County: http://www.bber.umt.edu/pubs/econ/CountyOutlooks/12missoula.pdf Find the Best unbiased, data driven comparisons. (2012). Retrieved from Find the Best unbiased, data driven comparisons: http://colleges.findthebest.com/l/2447/The-University-of-Montana The University of Montana. (2009). Retrieved from The office of the University Planning, Budgeting and Analysis: http://www2.umt.edu/plan/UM%20Quick%20Facts/Demographics.aspx U.S. News Education Colleges. (2012). Retrieved from U.S. News Education Colleges: http://colleges.usnews.rankingsandreviews.com/best-colleges/university-of-montana-2536 UnCover MISSOULA. (2012, October). Retrieved from UnCOver MISSOULA: http://missoulian.com/app/uncover/education_higher.html United States Department of Labor. (n.d.). Retrieved from Bureau of Labor Statistics: http://www.bls.gov/lau/   http:/www.bber.umt.edu/pubs/econ/countyoutlooks/12missoula.pdf http:/www.makeitmissoula.com/about/ http:/www.dol.gov.gov