C.Emmel_MKT Plan_v4-1

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CHERYL EMMEL Jimmy John’s Marketing Plan JIMMY JOHN’S MARKETING PLAN Executive Summary Company Profile Market Segmentation & Targeting Situation and Company Analysis Ethics and Social Responsibility Marketing Information and Research Customer Decision-Making Profile Positioning and Differentiation Branding Marketing Mix (4Ps) Product Strategy Pricing Strategy Place: Distribution Strategy Promotion: Integrated Marketing Communications Strategy Budget Action Plan Risk Factors Attributions Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 1

CHERYL EMMEL Jimmy John’s Marketing Plan Executive Summary Company Description Jimmy John’s makes made to order gourmet sandwiches, using only the freshest quality ingredients, for people who are hungry but don’t want to spend a long time waiting in line for food or pay hefty prices for their food. Target Segment This company’s target segment are individuals and families who are looking for a quick and inexpensive way to have lunch or dinner. Competitive Advantage Jimmy John’s makes their sandwiches within four minutes after the order is placed (Fehd, 2017) and will deliver orders right away to customers who are within the local delivery area . Positioning Statement To busy families, Jimmy John's is the only gourmet sandwich shop that uses the freshest ingredients and makes a "unwich" because they care about their customers and only want to give them the best and healthiest food options. Marketing Plan Objectives Jimmy John’s is working to increase sales of its products by informing all customers within 10 miles of each of their restaurants that the restaurant is in their area. Jimmy John’s believes that once customers experience the taste of a Jimmy John’s sandwich, see how quickly they are made, and realize that the price is very affordable, they will become customers for life, and will continue to order their sandwiches from Jimmy John’s. Company Profile ● Company Name: Jimmy John’s ● Industry: Food Service ● Headquarters (city, state, country): Champaign, Illinois, USA ● Year founded: 1983 ● The number of employees: 45,000 ● Annual revenue (estimated): $3.1254 Billion, as of 2019 (Wikipedia, 2023) ● Major products and/or services: Gourmet sandwiches ● Target customers: People aged 18 – 26 (Amplify XL, 2022) ● Distribution channel(s): Website and Direct Sales Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 2

CHERYL EMMEL Jimmy John’s Marketing Plan ● Key competitors: Domino’s, Jersey Mike’s Subs, Panera Bread, and Subway (Comparably, 2023) ● Link to website: https://www.jimmyjohns.com/ Market Segmentation & Targeting Jimmy John’s uses only the freshest ingredients to create gourmet sandwiches for its customers, taking less than four minutes to make each sandwich from the time it’s ordered (Fehd, 2017). Their target customers are individuals and families who are looking for a quick and inexpensive way to have lunch or dinner. This business is especially popular with college students who want to eat healthy and are on a tight budget. With approximately two-thirds of people worried about the possibility of the United States going into a recession (Buchwald, 2023) Jimmy John’s is a place where they don’t have to spend a lot of money to get a good quality meal. Situation and Company Analysis Economic Environment Consumer confidence dropped to 102.6 in October 2023 from 104.3 in September 2023 despite reports of a growing economy (Buchwald, 2023). As of November 1, 2023, interest rates for a 30-year fixed rate mortgage are 8.06% (Ostrowski, 2023). Also, more than 2/3 of consumers surveyed are worried that the United States will go into recession (Buchwald, 2023). The unemployment rate in October 2023, 3.9%, is the highest it has been since January 2022 (Mutikani, 2023). Technical Environment Jimmy John’s business is done via a hybrid technological environment in order to cater to customer needs and wants. Customers have the option of making their purchases online and select the pickup or delivery methods through Jimmy John’s website, or they may choose to go directly to the restaurant and place an in-person order. Industry Environment The sandwich business industry took a massive hit during COVID-19 because people stayed at home and didn’t purchase their sandwiches at Jimmy John’s, or any other sandwich shop. Now that the pandemic has subsided and the incomes of consumers are increasing, the Compound Annual Growth Rate (CAGR) is up 1.8%, to $45.2 billion for sandwich shops. This is supposed to increase to 1.9% by the end of 2023 (IBISWorld, 2023). Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 3

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CHERYL EMMEL Jimmy John’s Marketing Plan Competitive Environment There are currently 65,031 sub and sandwich shops in the United States (IBISWorld, 2023). Jimmy John’s key competition is Domino's, Jersey Mike's Subs, Panera Bread, and Subway (Comparably, 2023). These competitors state that they use fresh, high-quality ingredients, as does Jimmy John’s. What gives Jimmy John’s the competitive advantage is that they make their fast and will deliver them right away to customers within the local delivery area (Jimmy John’s, 2022). In 2021, the submarine sandwich/gourmet sandwich industry was worth $23 billion (Blimpie, 2021); that worth has almost doubled, to $45.2 billion, in 2023 (IBISWorld, 2023). With 2 out of 3 surveyed Americans stating they could live on just sandwiches for an entire week (Kalifungwa, 2023) it doesn’t seem like sandwich shops will be going out of business any time soon due to lack of customers. Political Environment Jimmy John’s has restaurants in 48 out of 50 states in the United States (Jimmy John’s, 2023). With each state having various rules and regulations for businesses, such as sales tax and laws, Jimmy John’s and their franchisees must ensure they are up to date with all changes to the rules and regulations in order to continue to stay in business in those areas. Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 4

CHERYL EMMEL Jimmy John’s Marketing Plan SWOT Analysis HELPFUL Ideas HARMFUL Concerns Internal Strengths ● Jimmy John’s has 2,652 stores in the United States as of August 2023 (ScrapeHero, 2023). ● Jimmy John’s spends six hours every day to hand-slice their meat and vegetables, and bake their own bread (Jimmy John’s, 2022). ● In addition to making each sandwich in four minutes from the time the customer places their order (Fehd, 2017) Jimmy John’s also focuses on fast delivery so that the food stays fresh (Jimmy John’s, 2022). Weaknesses ● Jimmy John’s offers sandwiches which are healthy, but they don’t have any healthy sides to add to a combination meal, and none of their desserts are healthy. ● Jimmy John’s commercial airing during the Super Bowl in 2021 was not well received because of the previous owner, Jimmy John Liautaud, hunting big game and posing for pictures with them, along with his history of political donations to Republicans (Barganier, 2021). External Opportunities ● Jimmy John’s can create a kid’s combo menu which contains healthy options, such as an apple or applesauce and milk in addition to a small sandwich, to attract families with small children to their locations. ● There are two states and six U.S. territories which don’t have Jimmy John’s stores (ScrapeHero, 2023). Jimmy John’s should consider opening a store in these states/territories. ● In a recent survey of 2,000 Americans, 67% said that they could live only on sandwiches for an entire week ( Kalifungwa, 2023). ● Entering the international market would be able to keep Jimmy John’s as a viable competitor. Threats ● Panera Bread removed all artificial ingredients from its recipes, serving healthy, non-genetically modified food (Reuters, 2017). ● In June of 2023, Subway announced that close to 4,000 stores will be opening in China by the year 2043 (Toh, 2023). ● Jersey Mike’s Subs has restaurants in all 50 states (Swiers, 2023). ● Domino’s has more than 20,000 stores in at least 90 international markets, and they are continuing to grow (Domino’s, 2023). Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 5

CHERYL EMMEL Jimmy John’s Marketing Plan Mission, Objectives & Goals “Our mission is to do whatever it takes to make great sandwiches for our customers” (Jimmy John’s, 2023). Since the beginning, Jimmy John’s has had a Golden Rule, “Make a deal, keep a deal.” (Jimmy John’s, 2023). To do this, Jimmy John’s keeps it simple: “Bottom line, we make gourmet sandwiches, and we avoid anything that complicates the process or our image” (Jimmy John’s, 2023). “We promise an honestly good sandwich and deliver on that promise” (Jimmy John’s, 2023). Ethics and Social Responsibility Current Status Jimmy John’s has partnered with the Boys and Girls Clubs of America to help them support their Workforce Readiness Initiative, which helps the youth of America gain work skills and experience to prepare for life after high school. On November 3, 2021, and November 3, 2022 (National Sandwich Day), Jimmy John’s donated a total of $425,000.00 to the Boys and Girls Clubs of America (Jimmy John’s, 2023). In order to reduce its carbon footprint, many of Jimmy John’s deliveries are done via bicycles instead cars (Desai et al., 2018). Most of their packaging is made with recycled materials which are earth friendly, and they only deal with suppliers who also believe in doing the same, such as Coca-Cola, Hellman’s, StarKist®, and Grey Poupon (Hamblin, 2023; Hellmann’s, 2023; MoneyMiniBlog, 2020; StarKist®, 2023). Recommendations Jimmy John’s has been practicing recycling since it was founded in 1983 (Wikipedia, 2023). With 98% of Jimmy John’s now being franchises (IFPG, 2023), as long as they continue the practices of non-franchised locations, I don’t see any issues arising. Marketing Information and Research Research Question Would it help Jimmy John’s profitability if they added different sandwiches/toppings to their menu and/or removed sandwiches from their menu? Information Needed The company will need to find out if customers still enjoy the current menu offerings, if they liked the limited time offerings which were available in the past, and whether or not patrons would like additional items added, such as sandwiches or additional toppings. Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 6

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CHERYL EMMEL Jimmy John’s Marketing Plan Research Recommendations Surveys could be mailed to customers and also located on Jimmy John’s website asking questions about what kind of sandwiches they like/dislike which the company provides, as well as if there were ever any sandwiches that were previously offered for a limited time that customers would like to see offered again. Because surveys are usually anonymous and the results may be askew if one person submits a survey more than once, the company may fare better if they conduct face-to-face focus groups. Sales reports for a certain length of time (such as the past 12 months) could also be reviewed to find out how many of each type of sandwich customers have ordered, including the number of limited time offering sandwiches. Customer Decision-Making Profile Identifying the Customer and Problem The primary decision makers for Jimmy John’s target segment are people of working age (16 and older) who desire American submarine sandwiches but don’t want to pay a lot of money for them. They tend to make buying decisions based on how much money they have left over after paying their expenses. Jimmy John’s helps solve that problem by providing American sandwiches that are delicious, have all fresh ingredients, and are affordable for all kinds of budgets. Jimmy John’s also makes their sandwiches quickly, with customers receiving their sandwiches within four minutes of placing their orders, allowing them to have more time to focus on the things they need to do. Factors Influencing Customer Decisions Jimmy John's target segment are people ages 16 and older who live in United States in various cities and also college towns (because this is where these businesses are located). This includes individuals who are just joining the work force, college students, working adults, and retirees. This also consists of middle-class families with school-aged children who have a busy lifestyle (such as extra-curricular activities) that don't necessarily have time to cook meals at home, and they would like to provide a nutritious meal to their family without spending a lot of money to do so. Employed individuals with a limited amount of time for lunch is another target segment. Reaching the Customer One marketing strategy could focus on families with kids who are busy shuttling them to different after-school activities. Many times, parents don't get home from these various functions until late, and the last thing they want to think about is what to make for dinner. That's where Jimmy John's comes in: it's quick, fresh, and easy. Jimmy John’s may be able to get more people with children as customers if they offer a free kid’s sandwich when an adult sandwich is purchased, once per week, or a free kid’s meal when an adult meal is purchased (Smith, 2024). For example, every Friday could be “Family Fridays.” If a kid’s meal was made to include healthy side items such as an apple or applesauce and white or chocolate milk, I believe that would help to pull all of this together. Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 7

CHERYL EMMEL Jimmy John’s Marketing Plan An additional marketing strategy could be to fix the issues with Jimmy John’s rewards program. Currently, their app is only available for users with smartphones, and this leaves almost 40 million people who don’t have smartphones unable to participate in the rewards program (Peckover, 2023). Also, if customers go into the store on the spur of the moment and don’t use the app to purchase their sandwich first, they don’t receive rewards points. If Jimmy John’s could help users create customer accounts using the customers’ telephone numbers, then individuals could come into the store, give the cashier their telephone number, and be able to be in the rewards program. The company could also give customers rewards cards which they could swipe at the store to have the points added to their accounts. Positioning and Differentiation Competitive Advantages  Jimmy John’s is different from its competitors because they only use fresh ingredients and will not make any sandwiches until the customer places an order.  Jimmy John’s also delivers to customers within a two-mile radius of all of their shops, promising delivery in 30 minutes or less.  They offer a lettuce wrap called the “unwich” for people who don’t want a lot of carbohydrates or cannot eat bread due to gluten (Graham, 2023).  Jimmy John’s shops have drive thru service, whereas other sub sandwich shops do not.  Sandwiches are ready within four minutes of the customer placing their order (Fehd, 2017).  They have been trusted by Americans for more than 40 years (Wikipedia, 2023). Market Niche and Positioning Strategy I believe the market niche that Jimmy John's should fill is employed people/busy families who are looking for something fresh and healthy to eat. Jimmy John's focuses on having only the freshest and best quality ingredients, and customers who go to their stores will receive their sandwiches within four minutes of placing their order (Fehd, 2017). I believe this is the right approach because Jimmy John's has been doing things this way since they opened more than 40 years ago, and they now have more than 2,800 stores in 48 states of the United States (Jimmy John's, 2023). Positioning Statement To busy families, Jimmy John's is the only gourmet sandwich shop that uses the freshest ingredients and makes a "unwich" because they care about their customers and only want to give them the best and healthiest food options. Repositioning Considerations I recommend Jimmy John’s trying to get more families into their stores. This can be done a number of ways, such as offering a kid’s sandwich or meal with the purchase of an adult sandwich or meal on a designated day of the week (Smith, 2024). As of 2022, more than 40% of American families have children (Josifovska, 2023). I believe if the company added a few Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 8

CHERYL EMMEL Jimmy John’s Marketing Plan highchairs and/or booster seats to each of their stores, it may help families with small children feel more included because there will be chairs available for both adults and children. Branding Brand Description Since 1983, Jimmy John’s has been focused on making great tasting American sandwiches, using only the best meats and cheeses, while still being able to have an affordable price (Jimmy John’s, 2023). Brand Promise Jimmy John’s brand promise is to be “freaky fast and freaky fresh” (Jimmy John’s, 2023). This brand promise has been around since Jimmy John Liautaud opened his first shop in 1983 (Wikipedia, 2023) and it seems to have worked very well, considering there are 2,652 stores in the United States as of August 2023 (ScrapeHero, 2023). This brand promise is a great fit for Jimmy John’s because people lead busy lives and with their time being limited with certain things (such as lunch time while they are at work) they need something that will satisfy their hunger quickly, and Jimmy John’s does just that. Brand Voice and Personality ● Jimmy John’s is always fresh, with bread baked daily and meats/vegetables hand sliced each morning: ● Jimmy John’s is never slow on your order. All customer orders are ready within four minutes after they are placed (Fehd, 2017). Brand Positioning and Strategy The company’s strategy since the day the first restaurant opened was to be fast and fresh, and they have kept this promise for 40 years, so I don’t believe they need to change their branding position or strategy at all. Jimmy John’s customers want sandwiches with fresh ingredients, and they want it quickly. Jimmy John’s fulfills customer needs, and I believe that as long as they continue to be fast and fresh, customers will continue to patronize their establishments. Marketing Mix (4Ps) Product Strategy Jimmy John's offers fresh submarine sandwiches using the highest quality meats, cheeses, and vegetables, and their bread is made fresh daily. They have a wide selection of sandwiches, along with wraps and a "unwich", for customers who would like to be gluten free, or don't need the extra calories that are in bread. Once a sandwich is ordered, customers may add free Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 9

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CHERYL EMMEL Jimmy John’s Marketing Plan toppings such as mayonnaise, lettuce, onion, cucumber, tomatoes, and pickles. If the sandwich doesn't come with cheese, customers may pay extra to have it added. 98% of all Jimmy John's are franchises (IFPG, 2023), so I believe that if these franchises aren't doing well in terms of revenue, having someone from corporate come over to train the staff may help. I also believe that the processes of the franchises need to be consistent with how the main company does things. For example, Jimmy John’s boasts that their bread is made fresh, all day every day, but when I went to one of their franchise restaurants, I could barely chew through the bread. If other customers have experiences like that, they might not want to go to Jimmy John’s in the future, and this could tarnish the company’s reputation. Regarding the product development life cycle, I think each Jimmy John’s is in varying stages. As a case in point, the Jimmy John’s franchise that I went to is new, and it seemed like there are still a few issues which they needed to work on, such as the non-softness of the bread, so I believe this store would be classified as being in the improvement phase. However, for other Jimmy John’s stores which have been around longer and are more established within their communities, they would be listed as being in a prolonged maturity state. Pricing Strategy This company not only prides itself on being fast and fresh, but also affordable. Many of Jimmy John's customers are college students, so they are especially sensitive to price changes, especially because many of them are on tight budgets. Jimmy John's has approximately 2,700 stores in the United States, and because cost of living tends to vary from area to area/state to state, I have estimated the revenue needed to break even and achieve profitability on the Jimmy John's franchise in my area, which is Dayton, Ohio. Currently the minimum wage in my city is $10.10 per hour (WKRC, 2023), and the prices of Jimmy John's sandwiches range anywhere from $4.49 for a Little John to $10.29 for a Gargantuan (Jimmy John's, 2023). The hours for the store in my city are from 10:00 a.m. - 9:00 p.m., which is 11 hours per day (Jimmy John's, 2023). Assuming there are three workers in the store at all times, the cost for just the workers per day would be $333.33, amounting to $2,333.10 per week, and $9,332.40 per month. If the estimated rent is $2,500.00 per month, utilities are $1,000 per month, and the franchise fee is $2,000 per month (including royalty fees and a percentage of the store's profits), the total monthly expenses would be $14,832.40. In order to break even, approximately 2,153 regular sized sandwiches ($6.89 each) would have to be sold per month (Franchise Chatter, 2023). I'm not sure if the prices are set by the main company or not, but if they are, there is no alternative to the pricing unless the main company changes the prices. These prices are competitive with other sub shops in my area, so I believe this is a good value. Place: Distribution Strategy Jimmy John’s restaurants are all located in the United States, with many being strategically located near colleges and universities. They currently uses indirect distribution. This company also uses the franchise and retail distribution channels. Jimmy John's currently has more than 2,700 restaurants in the United States, and 98% of them are franchises (IFPG, 2023); the other 2% Inspire brands, which has owned Jimmy John's since 2019 (Inspire, 2019). Also, regular and barbeque Jimmy John's potato chips, eight-ounce sizes, are for sale in approximately 3,000 Walmart stores (Schaltegger, 2021). I believe these are currently the best distribution channels for Jimmy John's. Having their potato chips for sale at Walmart stores is a great way to get Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 10

CHERYL EMMEL Jimmy John’s Marketing Plan potential customers interested in their product, and hopefully this will entice them to want to find out more about Jimmy John's offerings, perhaps by going into one of their sandwich shops to try a fresh sandwich. In the future, the company may want to think about selling their pickles or cookies in other stores, such as Walmart. Because they pride themselves on making their sandwiches fresh, I don't think the idea of selling premade sandwiches will ever happen. Promotion: Integrated Marketing Communications Strategy Approach The target audience for a marketing campaign for Jimmy John's are employed people living/working near one of their many restaurants who like American submarine sandwiches. The goal is to increase Jimmy John’s customer base by 15% by the end of calendar year 2024. Call to action: Either order online or come into Jimmy John’s and receive a free bag of chips with every regular or large-sized sandwich order. Messages Primary Message: Jimmy John’s provides American submarine sandwiches to our customers using the highest quality and freshest ingredients. Message Pillar: Jimmy John’s prepares sandwiches within four minutes of the customer placing their order, and they provide delivery, all for a reasonable price. Proof Point: College students who are unable to break away from their studies love Jimmy John’s because their food is made to order and is delivered directly to their dormitory rooms, and the price fits within their budget. Call to Action: Either order online or come into Jimmy John’s and receive a free bag of chips with every regular or large-sized sandwich order. Promotional Mix and IMC Tools Sales Promotion + Advertising : advertise on local radio stations to get the word out about Jimmy John’s in their area. Using a sales promotion, such as receiving a free bag of chips with all regular sized and larger sized sandwich orders, could help sweeten the deal. For new franchises that will be opening, I believe a promotion could be done, perhaps by doing something like offering a free regular sandwich, or even 50% off of a sandwich order to the first 50 people who come into the new restaurant on opening day, calling it "50 for 50". Direct Marketing + Sales Promotion: This involves mailing out flyers to businesses and potential customers living within 10 miles of a Jimmy Johns franchise. A sales promotion could be listed on the flyers, such as the promotion of receiving a free bag of chips with all regular sized and larger sized sandwich orders. Sponsorships + Sales Promotions + Direct Marketing : Jimmy John’s franchise owners could speak with the Chamber of Commerce in their communities to find out if any upcoming events Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 11

CHERYL EMMEL Jimmy John’s Marketing Plan will be held in the local area. If so, maybe they could donate some money to help sponsor the event(s) or provide food. Doing this will go a long way in helping to make the local community aware that the restaurant is in their area. Jimmy John’s flyers could be put in a swag bag, along with a coupon for 50% off any regular or large sized sandwich order. Digital Marketing + Sales Promotion : There could be a trigger on social media sites such as Facebook, X, and Instagram for everyone living within a 10-mile radius of a Jimmy John’s, giving them information about the company, such as the kind of food they provide and where they are located, and include a sales promotion, such as 50% off of a sandwich order if they purchase a regular or larger sized sandwich. It could also be included that if the customer mentions where they saw the advertisement they will also be provided with a bag of free potato chips. Sales Alignment This campaign operates in various points of the sales process. Flyers being mailed to businesses and residential areas within 10 miles of Jimmy Johns, as well as social media triggers for people who live within a 10-mile radius generates leads. Sponsorship at various events helps to build relationships within the community, and when customers order via Jimmy John’s app or come into the store to place their order, sales are closed. This campaign helps support sales activity by offering customers an incentive for placing an order with Jimmy John’s, such as receiving a free bag of potato chips or a percentage off of their sandwich order. Measurement (KPIs - Key Performance Indicators) The below KPIs will be measured during Jimmy John’s campaign. ● Total sales/revenue – Each Jimmy John’s involved in the campaign will monitor their total sales/revenue each month of the campaign (approximately every 30 days) to determine wither or not their amount of sales/revenue has changed from the previous month. ● Number of qualified leads generated – This will be monitored and recorded on a spreadsheet every 30 days to determine how many leads have been generated by the number of coupons and mail flyers returned to the store (customers will need to show their flyers at the store or provide a coupon code in order to receive the promotional deal, and this will help determine the amount of people who have responded to the campaign). ● Social Media Followers – The number of followers on social media websites such as Facebook, X, LinkedIn, and YouTube will be monitored and placed on a spreadsheet every 30 days to determine if there have been any changes. Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 12

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CHERYL EMMEL Jimmy John’s Marketing Plan Budget Below is the estimated budget for the marketing campaign. The total cost is per franchise. Assuming this promotion increases the number of customers who purchase a minimum of one small sandwich each month by 200, each franchise would gain an additional $1,378.00 per month, for a total of $16,536.00 per year (based on current small sandwich prices of $6.89 each). Item Purpose Cost Estimate (per franchise) Jimmy John’s Potato Chips Expenses Cost of providing approximately 3,000 bags of Jimmy John’s potato chips to new customers @ $1.85 per bag (Jimmy John’s, 2023). $5,550.00 Radio Station Advertisement Cost of Radio station to have on-air advertisement of Jimmy John’s promotion. $7,000.00 Sponsorship Costs Cost to provide sponsorship for various events in local area in order to promote Jimmy John’s. $5,000.00 Cost of Flyers Cost to print ½ sheet promotional flyers (30,000 flyers @ $0.13 per piece) (Print Place, 2023). $3,900.00 Postage Cost Postage to mail flyers to businesses and residences within 10-mile radius of Jimmy John’s (20,000 @ $0.66 each) (USPS, 2023). $13,200.00 Jimmy John’s Sandwich Costs Cost of providing approximately 500 free sandwiches at various local events (500 @ $6.89 each) $3,445.00 Labor Costs Labor costs to represent Jimmy John’s at sponsorship events to make and hand out sandwiches $10.10 per hour (WKRC, 2023) x 20 hours. $202.00 Website Update Costs Costs to have website administrator update website for promotion information and to create triggers on social media sites. $40.00 per hour x 16 hours (Zip Recruiter, 2023). $640.00 Estimated campaign impact per franchise: $38,937.00 Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 13

CHERYL EMMEL Jimmy John’s Marketing Plan Action Plan Timing Activity Type Brief Description Audience Owner 12/11/2023 Notice to Franchise Owners Conference call with franchise owners to discuss promotion All franchise owners Inspire Brands 12/14/2023 Meeting with IT Department Review promotion, evaluate current state of technology, identify potential issues IT Department Inspire Brands 12/14/2023 Meeting with Chamber of Commerce Meeting with local Chambers of Commerce to inform inquire about upcoming local events which may need sponsorship Local Chambers of Commerce Franchise Owners 12/16/2023 Notice to Franchise staff Notice to franchise staff to inform them of new promotion Franchise staff members Franchise owners 12/16/2023 Purchase Flyers Purchase flyers for promotion Local businesses and residences Franchise owners 12/16/2023 Purchase On-Air Advertisements Purchase on-air advertisements with local radio stations Local radio stations Franchise owners 12/21/2023 Purchase Postage Purchase postage to mail promotional flyers Local businesses and residences Franchise owners 12/26/2023 Mail Flyers Mail promotional flyers to local businesses and residences Local businesses and residences Franchise owners 1/1/2024 Launch Date Begin accepting promotional coupons Customers All franchise staff 12/31/2024 End Date End date of promotion – last day to accept promotional coupons Customers All franchise staff Risk Factors Customers may be wary of patronizing a Jimmy John’s due to the previous owner, Jimmy John Liautaud, hunting big game and posing for pictures with them, along with his history of political donations to Republican parties (Barganier, 2021). In order to help avoid this, flyers can be printed with the name of the new owners (Inspire Brands) on them, along with the year of when Inspire Brands officially acquired Jimmy John’s. This might turn people who don’t agree with Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 14

CHERYL EMMEL Jimmy John’s Marketing Plan what Liautaud did into customers once they realize that he no longer owns Jimmy John’s. Attributions Buchwald, E. (2023, November 1). MSN . MSN. https://www.msn.com/en-us/money/markets/us- consumer-confidence-dropped-for-third-consecutive-month-despite-the-booming-economy/ar- AA1j9xqZ Amplify XL. (2022, September 16). Jimmy John's target market: Who enjoys their sandwiches? https://amplifyxl.com/jimmy-johns-target-market/#:~:text=Such%20an%20analysis %20gives%20us%20the%20following%20segments,to%20meet%20friends%20over%20a %20meal%20More%20items Barganier, E. (2021, February 8). Why Jimmy John's Super Bowl commercial was a total fail . Mashed.com. https://www.mashed.com/329029/why-jimmy-johns-super-bowl-commercial-was- a-total-fail/ Blimpie. (2021, May 11). The sub sandwich industry overview . https://www.blimpiefranchise.com/why-blimpie/the-industry/ Comparably. (2023). https://www.comparably.com/companies/jimmy-johns/competitors Desai, P., Wei, L., Lee, J., Sfondouris, T., & Maslyn, M. (2018, May 14). Building a sustainable world, one sandwich at a time . AIM2Flourish. https://aim2flourish.com/innovations/building-a- sustainable-world-one-sandwich-at-a-time Fehd, S. (2017, August 22). Jimmy John's employee reveals the real reason it's so freaky fast . Spoon University. https://spoonuniversity.com/lifestyle/jimmy-johns-freaky-fast-delivery- according-to-former-employee#:~:text=Notorious%20for%20its%20%22freaky%20fast,in %20less%20than%20four%20minutes Franchise Chatter, F. (2023, August 3). FDD talk: Jimmy John's franchise costs, fees, average revenues and/or profits (2023 review) . https://www.franchisechatter.com/2023/08/03/fdd-talk- jimmy-johns-franchise-costs-fees-average-revenues-and-or-profits-2023-review/ Graham, L. (2023, May 3). Jersey Mike's vs. Jimmy John's: Which chain reigns supreme? TheDailyMeal.com. https://www.thedailymeal.com/1275953/which-chain-better- jersey-mikes-jimmy-johns/ Hamblin, H. (2023, November 23). The best ethical chain restaurants in the USA . Culture Trip. https://theculturetrip.com/north-america/usa/articles/the-usa-s-12-best-ethical-chain- restaurants Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 15

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CHERYL EMMEL Jimmy John’s Marketing Plan Hellmann's. (2023, October 17). Plastics revolution . https://www.hellmanns.com/us/en/the- plastics-problem.html IFPG. (2023). Jimmy John's franchise cost and requirements for 2023 . https://www.ifpg.org/top- franchises/jimmy-johns#:~:text=The%20brand%20is%20geared%20toward%20franchise %20ownership%2C%20which,98%25%20of%20its%202%2C700%20units%20being %20franchised%20owned IBISWorld. (2023, September 29). Industry market research, reports, and statistics . https://www.ibisworld.com/united-states/market-research-reports/sandwich-sub- restaurants-industry/ Inspire. (2019, September 25). Inspire brands to acquire Jimmy John’s . https://inspirebrands.com/inspire-brands-to-acquire-jimmy-johns/ Jimmy John's. (2023). Jimmy John's . https://www.jimmyjohns.com/menu/sides Jimmy John's. (2022, January 24). Our culture | Jimmy John's . https://careers.jimmyjohns.com/us/en/culture Jimmy John's. (2023). Lunches sandwiches & food delivery near you | Jimmy John's locator . https://locations.jimmyjohns.com/#:~:text=Browse%20Locations%20by %20State&text=Jimmy%20John%27s%20now%20has%20over,is%20our%20way%20of%20life Jimmy John's. (2023). Jimmy John's . https://www.jimmyjohns.com/jimmyjohnsfoundation Josifovska, M. (2023, May 16). What is the average size of an American family: Statistics & facts . TestHut.com. https://www.testhut.com/average-size-of-an-american-family-statistics/ #:~:text=4.,per%20family%20in%20the%20USA.&text=2022%20data%20reveals%20that %20American,1.33%20from%2060%20years%20ago Kalifungwa, L. (2023, July 31). Survey reveals Americans' love for sandwiches as cost-cutting meal option . Zenger News. https://www.zenger.news/2023/07/31/survey-reveals-americans- love-for-sandwiches-as-cost-cutting-meal-option/ MoneyMiniBlog. (2020, March 4). Jimmy John's and sustainability: From founder Jimmy John Liautaud to now . https://moneyminiblog.com/business/jimmy-johns-sustainability/ Mutikani, L. (2023, November 3). US labor market loosens as job gains slow, unemployment rate hits 3.9% . Reuters. https://www.reuters.com/markets/us/us-job-growth-slows-october- unemployment-rate-rises-39-2023-11-03/ Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 16

CHERYL EMMEL Jimmy John’s Marketing Plan Ostrowski, J. (2023, November 1). Compare current mortgage and refinance rates, November 1, 2023 | Majority of rates increase . Bankrate. https://www.bankrate.com/mortgages/todays- rates/mortgage-rates-for-wednesday-november-1-2023/ Peckover, T. (2023, January 23). Rewards case study: Jimmy John's freaky fast rewards . Loyalty & Reward Program Insights from Smile.io. https://blog.smile.io/rewards-case-study- jimmy-johns-freaky-fast-rewards/ Print Place. (2023). Cheap custom flyers – Low cost flyer printing . High-Quality Online Printing Services: Custom Postcards, Stickers, & More | PrintPlace. https://www.printplace.com/cheap- flyers Reuters. (2017, January 13). Panera bread removes artificial ingredients from U.S. menu . https://www.reuters.com/article/us-panera-bread-ingredients/panera-bread-removes- artificial-ingredients-from-u-s-menu-idUSKBN14X1IR ScrapeHero. (2023, August 30). Number of Jimmy John's locations in the USA in 2023 . https://www.scrapehero.com/location-reports/Jimmy%20Johns-USA/ Schaltegger, M. (2021, October 11). Jimmy John's potato chips are hitting Walmart stores nationwide next week . Thrillist. https://www.thrillist.com/news/nation/jimmy-johns-potato-chips- are-now-available-nationwide-at-walmart Smith, B. (2024, November 16). Discussion Question Chapter 7: Customer Profile (with supplemental instructions) . Eastern Gateway Community College. https://egcc.instructure.com/courses/39974/discussion_topics/765673? module_item_id=3815166 StarKist®. (2023, March 14). Frequently asked questions . https://starkist.com/faq/#:~:text=Yes %2C%20our%20cans%20are%20made%20of%20100%25%20recyclable%20steel Swiers, A. (2023, May 28). Jersey Mike's subs rides wave of franchisee growth to enter 50th state . TastingTable.com. https://www.tastingtable.com/1298836/jersey-mikes-subs-rides-wave- of-franchisee-growth-to-enter-50th-state/ Toh, M. (2023, June 7). Subway plans to open nearly 4,000 stores in China in one of its biggest deals ever | CNN business . CNN. https://www.cnn.com/2023/06/07/business/subway-china- expansion-intl-hnk/index.html Wikipedia. (2023, October 25). Jimmy John's . Wikipedia, the free encyclopedia. Retrieved November 2, 2023, from https://en.wikipedia.org/wiki/Jimmy_John%27s Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 17

CHERYL EMMEL Jimmy John’s Marketing Plan WKRC. (2023, September 29). Ohio minimum wage to increase in 2024 . WKEF. https://dayton247now.com/news/local/ohio-minimum-wage-increase-2024-how-much- employees-businesses-cincinnati-pay-wages Zip Recruiter. (2023). Web Administrator Salary . Job Search: Millions of US Jobs (HIRING NOW) Near You - 2023. https://www.ziprecruiter.com/Salaries/WEB-Administrator-Salary Disclaimer: This Marketing Plan Template is a learning tool. The provider of this template, the instructors and educational institutions using it are not responsible for any business outcomes that may result from applying this template or student work associated with it. 18

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