Jersey Mike’s offers bundled meals around mini subs
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Any cold sub selected as a mini with chips is $7.99 for a limited time.Photo courtesy of Jersey Mike’s
Jersey Mike’s latest limited-time offer is a value play, as the fast-casual chain works to build frequency among younger diners.
The sandwich chain on Monday rolled out The Mini Bundle: the offer of any mini cold sub and a bag of chips for $7.99.
The fast-casual chain has long offered its sandwiches in varying sizes. A “mini” is just a smaller version available for each sub, and the company notes that each mini offers at least 18 grams of protein.
How big a deal is it? That likely varies by location. In Los Angeles, for example, a mini Super Sub was priced at $7.95. Adding chips is another $2.55. The bundled meal essentially gets consumers the chips for free.
Jersey Mike’s has long avoided discounting, except with value positioned LTOs. Earlier this year, LTOs featuring a Hot Italian sub and, before that, a chicken salad sub, were both priced at $8.95 for a regular-sized sandwich.
Jersey Mike’s CEO Charlie Morrison said the response to those promotions gave the brand confidence in the opportunity to reach new customers. The chain has been working to appeal to Gen Z and younger consumers to bring them in more frequently. The Mini Bundle promotion acknowledges that lunch prices are climbing and consumers are feeling it, according to press materials.
But Morrison also said last month the chain would limit its promotional cadence to two or three LTOs per year.
And Morrison noted the chain has been able to grow its transactions above its peers, despite Jersey Mike’s more premium price point.
