(Toronto) Canadian sandwich lovers will have a new place to eat.
American sandwich chain Jimmy John’s is set to cross the border for the first time with an expansion that will begin with the opening of a location in the Greater Toronto Area in mid-2024.
Its exact location has not yet been announced, but other locations will follow across Canada, said Michael Haley, international president and CEO of Jimmy John’s parent company, Inspire Brands.
Mr. Haley said that the exact number of restaurants in Canada would not be specified for the moment, but he recalled that there were nearly 3,000 branches in the United States.
Inspire Brands, which is also behind Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin’ and Sonic, will tap Canadian franchisor Foodtastic to launch Jimmy John’s in Canada.
Foodtastic has more than 1,100 restaurants under brands such as Milestones, Freshii and Quesada.
Jimmy John’s is best known in the United States for its customizable submarine-style sandwiches made with French or sliced wheat bread. Diners can also opt for wrap sandwiches or an “unwich,” a sandwich that uses lettuce instead of a bun.
Asked what the Canadian menu will look like, Mr. Haley replied: “You want to be able to go to a Jimmy John’s in Canada and feel like you’re in a Jimmy John’s.” »
“But we also want to make sure that we make the necessary changes to resonate with the Canadian consumer,” he said.
Jimmy John’s research found that more than 60% of Canadian consumers prefer a hot sandwich. The chain will therefore offer the possibility of grilling a sandwich.
“There are just little adjustments, sometimes even the name of the sandwich can be adjusted to resonate and just have a better translation,” Mr. Haley said.
Strengthen notoriety
One of the biggest challenges for Jimmy John’s, which also announced an international franchise deal for Latin America on Wednesday, will be building awareness of its brand.
Although the company’s history dates back to 1983, it has never expanded beyond the United States until now.
The company was started when Jimmy John Liataud graduated from high school and his father gave him an ultimatum: start a business or enlist in the military. Mr. Liataud considered going into a hot dog business, but due to equipment costs, he shifted his focus to sandwiches.
About a decade after opening the first Jimmy John’s in Charleston, Illinois, Mr. Liataud turned to the franchise model to expand his business.
Roark Capital Group purchased a majority stake in the company in September 2016, but in 2019 it was sold to Inspire Brands. Mr. Liataud sold his remaining stake in Jimmy John’s in 2019.
Competition in Canada
Today, the brand has several competitors. In Canada, its closest rivals will likely be Subway, also an American chain, Mr. Sub, from Toronto, which is run by the MTY Group, owner of Thai Express and Manchu Wok, as well as Firehouse Subs and Tim Hortons, which share a parent company with Popeyes Louisiana Kitchen and Burger King.
Coffee giant Starbucks and British coffee brand Pret A Manger, which expanded into Canada through A&W, are also players in the Canadian fast-food sandwich market, although both focus on more artisanal ingredients.
Inspire Brands will monitor the expansion closely. Some of its other banners, including the hamburger and fries giant Sonic, are not yet established in Canada.
“We find that many, if not most, of our brands can resonate in Canada,” said Haley.
“Stay on the lookout for Sonic. I think this will be our sixth brand to come out of the US and we’re not too far away from thinking today about what the international adaptation of the brand might look like. »