1. Jimmy John’s:
“Freaky Fast”
Campaign
December 5, 2013
Morgan Denfeld, Nicole Kelly, Kayla Smith,
Larissa Calhoun, Hunter Fairchild

2. Survey: Question
● Is the Jimmy Johns “Freaky Fast” campaign effectively
increasing consumers’ purchase intent?

3. 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

4. Primary Data Collection:Survey Makeup
●
●
●
●
Introduction
Funnel approach
Multiple Skips
25 Survey Questions
○ open ended
■ aided and unaided
○ closed ended
■ categorical
■ metric

5. 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

6. Findings: Order Off-Campus
● 86% order food off campus
● 51% order food off campus at least once a week

7. Findings: Familiarity with Brand
● 97% were familiar with the brand Jimmy John’s
● 78% have ordered food from Jimmy John’s

8. Findings: Survey Questions
● Dietary restrictions
○
○
○
○
6% vegetarian
3% gluten free
2% religious restrictions
73% none

9. Findings: Funnel Approach
●
Prior to introducing Jimmy John’s, people ranked:
1. Price
2. Taste
3. Delivery Time
●
When asked to rank same criteria about Jimmy John’s, people ranked:
1. Delivery Time
2. Taste
3. Price

10. Recommendations
●
●
Secondary data (Mintel)
Recommendations
○ 1. Online ordering
○ 2. Diverse menu (dietary restrictions)
○ 3. Compensation to the “Freaky Fast” campaign

11. Conclusion
●
●
●
Positive brand image
Dissatisfied customers continue to order
Convenient