Jimmy John’s Gets It
Jimmy John‘s is one of those companies that just gets it from both an operational and marketing standpoint:
- They clearly define the business they are in: Selling subs to hungry people who don’t have a ton of time or money to spend on lunch (or dinner).
- They know their target audience: People who want an inexpensive and quick lunch either by walking a short distance from their workplace or delivered to their office.
- They are diligent, passionate and focused. They have efficient systems and processes and a basic menu. You know what you are getting and you get it.
- Their message is strong: Simple, memorable and focused on the big idea–Fresh. Fast. Tasty.
- They use creative promotions to reach new and existing customers. They utilize social media, email marketing and word of mouth to bring customers in and then they deliver literally and figuratively.
Today, the downtown Pittsburgh location had Customer Appreciation Day featuring $1.00 Subs. The lines were ridiculously long for four hours.
Many of the people standing in line weren’t thinking rationally about it. Otherwise, they wouldn’t have spent 20 minutes in line to save a whopping $3.50. They made their decision on emotion and the “feel good” aspect of getting their favorite sub for a $1.
The weather cooperated today in Pittsburgh. But I’m not so sure it mattered all that much because Jimmy John’s has a great reputation and loyal customers. Those customers are happy because they know what they’re are getting and actually get it, which unfortunately isn’t the norm in most places.