Jersey Mike’s Subs is embarking on an ambitious overseas venture, marking its first foray into the European market. The company announced plans to open 400 locations across the U.K. and Ireland, aiming to expand its footprint internationally. This initiative is spearheaded by Peter Cancro, the brand’s founder and board chair, through his newly established entity, JM Submarines UK Ltd.
The expansion comes on the heels of Jersey Mike’s acquisition by Blackstone for approximately $8 billion in late 2024. CEO Charlie Morrison expressed confidence in the brand’s appeal, emphasizing that today’s consumers, whether in the U.S. or abroad, prioritize quality and authenticity in their dining choices. “Everything about the brand screams quality and freshness,” Morrison stated in an interview, predicting that discerning customers will gravitate towards Jersey Mike’s offerings.
The strategy to penetrate international markets aligns with a broader trend of deli-style sandwiches gaining traction globally. Morrison underscored the importance of the brand’s long-standing success in the U.S., where Jersey Mike’s has experienced 20 consecutive years of positive same-store sales growth. This track record will serve as a guiding principle for the company’s expansion.
Cancro, who founded Jersey Mike’s in 1975 after purchasing the original Mike’s Subs location in New Jersey, remarked on the competitive landscape in Europe. He noted that while the market is filled with various players, the company sees substantial opportunities for growth. Morrison highlighted that while certain toppings or sauces might vary internationally, the core product will maintain its authenticity to what American consumers enjoy.
As the brand ventures into a new market, it remains aware of the shifting consumer preferences, particularly regarding value. Both Cancro and Morrison believe that despite economic challenges at lower price points, the unique appeal of Jersey Mike’s sandwiches will resonate with consumers seeking quality sustenance. “It’s a craveable product,” Morrison asserted, projecting confidence in the brand’s ability to establish itself as a staple in the new markets it intends to serve.
