Jimmy John’s:“Freaky Fast”

CampaignMorgan Denfeld, Nicole Kelly, Kayla Smith, Larissa Calhoun, Hunter FairchildDecember 5, 2013

Survey: Question

● Is the Jimmy Johns “Freaky Fast” campaign effectively increasing consumers’ purchase intent?

Primary Data Collection: Survey

● Goal: obtain the public’s ● delivery food habits● view of Jimmy John’s● reaction to the Freak Fast Campaign

● 208 surveys started, 183 valid surveys

Primary Data Collection:Survey Makeup

● Introduction● Funnel approach● Multiple Skips● 25 Survey Questions

○ open ended■ aided and unaided

○ closed ended■ categorical■ metric

Findings: Demographics

● Virginia Tech Students○ Freshman 5%○ Sophomore 28%○ Junior 45%○ Senior 19%○ 5th year 3%

● age: 19-22 (92%)● gender

○ female 66%○ male 34%

● 57% live off VT campus

Findings: Order Off-Campus

● 86% order food off campus● 51% order food off campus at least once a week

Findings: Familiarity with Brand

● 97% were familiar with the brand Jimmy John’s● 78% have ordered food from Jimmy John’s

Findings: Survey Questions

● Dietary restrictions○ 6% vegetarian○ 3% gluten free○ 2% religious restrictions○ 73% none

Findings: Funnel Approach

● Prior to introducing Jimmy John’s, people ranked:1. Price2. Taste3. Delivery Time

● When asked to rank same criteria about Jimmy John’s, people ranked:1. Delivery Time2. Taste3. Price

Recommendations

● Secondary data (Mintel)● Recommendations

○ 1. Online ordering○ 2. Diverse menu (dietary restrictions)○ 3. Compensation to the “Freaky Fast” campaign

Conclusion

● Positive brand image● Dissatisfied customers continue to order● Convenient