Digital Marketing in Midsize Franchises: A Case Study of Jersey Mike’s Subs

In the fast-paced world of business, one of the industries that has consistently grown and adapted in recent years is the franchise sector. With an increasing reliance on digital marketing strategies to engage customers, streamline operations, and drive growth, midsize franchises in particular have shown remarkable resilience. One such franchise that has capitalized on the power of digital marketing is Jersey Mike’s Subs, a fast-casual restaurant chain based in the United States. With over 2,000 locations across the country, Jersey Mike’s is known for its fresh, made-to-order subs and has experienced substantial growth, especially in recent years.

This op-ed will explore how Jersey Mike’s Subs has developed and implemented a robust digital marketing strategy to build brand awareness, drive customer loyalty, and expand its footprint. By examining Jersey Mike’s approach to social media, email marketing, mobile applications, and location-based promotions, we’ll uncover how this midsize franchise has effectively used digital tools to create a personalized customer experience while positioning itself as a standout player in the highly competitive restaurant franchise marketing industry.

The Rise of Digital Marketing in Midsize Franchises

The rapid growth of digital marketing has fundamentally changed the way businesses engage with customers, and the restaurant industry is no exception. Traditionally, the restaurant business depended heavily on word of mouth, local advertising, and in-store promotions to attract customers. However, as technology advanced and more customers turned to smartphones, social media, and the internet for recommendations, businesses had to adapt to these new consumer behaviors. This shift presented both challenges and opportunities for midsize franchises like Jersey Mike’s, which are caught between the small, independent brands and the massive, global chains.

For a midsize franchise, leveraging digital marketing is crucial for both local relevance and national reach. These businesses must differentiate themselves through personalized customer experiences while also competing with larger players who have bigger advertising budgets and a larger digital presence. Jersey Mike’s, which has expanded rapidly in recent years, has successfully balanced these competing demands by creating an integrated digital marketing strategy that focuses on customer engagement, convenience, and building brand loyalty.

Jersey Mike’s and the Power of Social Media

Social media marketing is one of the most effective ways for franchises like Jersey Mike’s to engage with both existing and potential customers. With more than 4.5 billion people worldwide using social media as of 2023, platforms like Instagram, Facebook, Twitter, and TikTok provide the perfect channels to connect with a broad audience, particularly younger consumers.

Jersey Mike’s has capitalized on social media to build an authentic and engaging brand presence. Through its platforms, the franchise showcases not just its products, but also its culture, values, and community involvement, which are important elements of its brand identity. The company’s social media presence is a mix of promotional content, behind-the-scenes looks at its operations, collaborations with influencers, and community outreach.

For example, Jersey Mike’s Instagram page regularly posts mouth-watering pictures of its subs, customer testimonials, and community events. Visual platforms like Instagram are particularly powerful for food-related businesses, as high-quality images can instantly capture attention and drive engagement. Jersey Mike’s has also taken advantage of user-generated content by encouraging customers to share their photos and experiences on social media. Reposting these images not only promotes the brand but also creates a sense of community and customer loyalty.

One of the standout social media strategies used by Jersey Mike’s is its focus on authenticity. The company shares the story behind its sandwiches, highlighting the high-quality ingredients, the commitment to freshness, and the passion of the staff. This transparency helps build trust with customers, as consumers today are increasingly drawn to brands that are open about their values and operations. Jersey Mike’s has also been active in showing its community involvement, whether through charitable initiatives or supporting local businesses, which strengthens its connection with customers on a local level.

Influencer marketing has also become a key part of Jersey Mike’s social media strategy. The franchise partners with food bloggers, local influencers, and celebrities to promote its products. These influencers often post about their experience with Jersey Mike’s, providing the franchise with valuable exposure and credibility. This approach is especially effective in attracting younger customers who trust recommendations from influencers over traditional advertising.

Email Marketing: Building Customer Loyalty Through Personalization

While social media provides a platform for broad engagement and brand awareness, email marketing remains a powerful tool for building customer loyalty and driving repeat business. Email campaigns allow businesses to communicate directly with their customers, offering them exclusive promotions, updates, and personalized content.

Jersey Mike’s has effectively used email marketing to keep customers informed and engaged with the brand. One of the key tactics the company employs is segmentation, where its email list is divided into different categories based on customer behavior, preferences, and purchase history. By personalizing email content based on these segments, Jersey Mike’s ensures that each email is relevant and tailored to the individual recipient, which increases the chances of conversion.

For instance, a customer who frequently buys the same sandwich might receive an email offering a discount on their next purchase of that sandwich, while someone who has recently signed up for the brand’s loyalty program might be sent a welcome email with an introductory offer. These personalized emails make customers feel valued, which in turn boosts customer retention and loyalty. Additionally, Jersey Mike’s regularly sends out special offers tied to holidays, events, and limited-time promotions, which encourages customers to act quickly and make repeat purchases.

Another crucial aspect of Jersey Mike’s email marketing strategy is the integration of the brand’s loyalty program, which rewards customers for repeat visits. By using email to remind customers of their loyalty rewards, Jersey Mike’s encourages users to return and take advantage of their points. This creates an ongoing relationship with customers, making them more likely to keep coming back and recommending the brand to others.

The Mobile App: Enhancing Convenience and Customer Experience

In the modern age, convenience is key to customer satisfaction, and Jersey Mike’s has recognized this by offering a mobile app that streamlines the customer experience. The mobile app allows customers to place orders for delivery or pickup, customize their sandwiches, track loyalty points, and receive notifications about promotions. The app is particularly valuable in the post-pandemic world, where many customers now prefer to order food digitally rather than dine in.

The Jersey Mike’s mobile app plays a critical role in driving sales and improving customer satisfaction. Through the app, users can quickly browse the menu, find their nearest location, and place an order without having to interact with staff. This self-service option is particularly appealing to busy customers who are looking for quick, convenient meals. The app’s customization feature is also important, as it allows customers to build their sandwiches exactly the way they like them, catering to specific dietary preferences and restrictions.

The app also integrates with Jersey Mike’s loyalty program, rewarding customers with points for every purchase made through the app. These points can later be redeemed for free items or discounts, which encourages repeat purchases and boosts customer retention. Furthermore, the app sends personalized notifications about new menu items, local promotions, or special deals, ensuring that customers are always in the loop.

From a marketing perspective, the app offers a wealth of data that Jersey Mike’s can use to refine its marketing efforts. By tracking customer preferences, order history, and app usage patterns, Jersey Mike’s can segment its customer base and deliver highly targeted, personalized promotions. This data can also inform product development, menu changes, and promotional strategies, ensuring that Jersey Mike’s stays in tune with the preferences of its customers.

Location-Based Marketing: Reaching Customers Where They Are

One of the advantages of a franchise like Jersey Mike’s is its widespread geographic reach. With locations across the United States, the brand has a unique opportunity to engage customers on a hyper-local level through location-based marketing. By leveraging GPS technology and location data, Jersey Mike’s can send personalized offers to potential customers who are nearby.

For example, if a customer is within a few miles of a Jersey Mike’s location, they might receive a push notification or text message with a special offer or reminder to stop by for a fresh sub. This kind of hyper-local targeting not only drives foot traffic but also increases the chances of converting nearby consumers into loyal customers. Location-based marketing is particularly effective for fast-casual franchises like Jersey Mike’s, where convenience is a major factor in the decision-making process.

In addition to push notifications, Jersey Mike’s also uses location data to target customers with Facebook and Instagram ads. By targeting users within specific geographic areas, Jersey Mike’s can promote special offers and discounts that are relevant to that particular location, ensuring that the ads resonate with local customers.

The Role of Data and Analytics

Behind the scenes of Jersey Mike’s digital marketing strategy is a robust data-driven approach. The company uses data analytics to track customer behavior, measure the effectiveness of marketing campaigns, and refine its strategies. This data includes information from the mobile app, website analytics, social media engagement, email open rates, and sales transactions.

By continuously monitoring key metrics, Jersey Mike’s can make data-informed decisions about where to allocate marketing resources, which promotions are most effective, and what types of content resonate with customers. This agility is essential for staying ahead of trends and ensuring that the brand remains relevant to its audience.

For example, if a particular sandwich promotion is performing well in one region, Jersey Mike’s can use this data to roll out similar campaigns in other areas. Likewise, if an email marketing campaign has a low open rate, the company can test different subject lines, images, and offers to optimize future emails.

Jersey Mike’s has done an exemplary job of leveraging digital marketing to drive brand growth, customer loyalty, and engagement. From social media to email marketing, mobile apps to location-based promotions, the company has embraced a multi-channel approach to connect with customers at every stage of the buying journey. By combining convenience, personalization, and authenticity, Jersey Mike’s has positioned itself as a leader in the fast-casual restaurant sector.

As the digital landscape continues to evolve, Jersey Mike’s must continue to adapt to new technologies and consumer preferences. Whether through AI-powered personalization, increased reliance on data analytics, or expanding its presence on emerging social media platforms, Jersey Mike’s has the potential to continue its growth and stay ahead of the competition.

Ultimately, the key to success for Jersey Mike’s and other midsize franchises will be their ability to remain agile, innovative, and customer-centric in an increasingly digital world. By focusing on delivering value through convenience, quality, and personalized experiences, Jersey Mike’s is set to thrive in the years to come.