VS Goliath: Ike’s Love and Sandwiches vs Jimmy John’s

Sandwich shops are a hot item in the restaurant industry. They are a versatile food that can satiate consumers looking for something healthy or a decadent creation. Ingredients can be varied or simple depending on what a restaurant can handle, and menus can be tailored to target any customer’s taste. The assembly line creation of sandwiches and their portability also benefit the modern restaurant structure. When we factor in that the once omnipotent Subway has left room for other competitors to rise, it is no surprise that new challengers enter the market every year. A current goliath in the sandwich game is Jimmy John’s and their freaky fast delivery. Their subs have a strong following and the company’s focus on speed and accuracy has resonated with the consumer. Jimmy John’s challenger in this battle is Ike’s Love and Sandwiches, a company that has thrown out speed in favor of endless possibilities. Does Ike’s have enough sandwiches on their menu to compete with Jimmy John’s?

Jimmy John’s and its speedy style has been around since 1983 when their first restaurant opened in Charleston, IL. That inaugural shop had only four sandwiches on the menu which allowed the company to deliver the freshest ingredients with minimal wait times. The company also offered sandwich delivery, a novel idea in the 1980’s, since their store was not in an ideal location for customers. The company has expanded on those simple ideas to create the national franchise that exists now. That first franchised location opened in 1994 and the company remains committed to having franchisees who are local small business owners. In 2008 the company expanded delivery by launching online ordering for pick-up and delivery. The menu has expanded to eighteen selections and added private brand potato chips and cookies. The company has become well known for their freaky fast delivery and their unique approach to sandwich making. Unlike competitors who encourage customization, Jimmy John’s is able to keep efficiency high by limiting the custom options available for their menu. This cuts down on ingredient costs and keeps employees from being bogged down with orders. This system has given Jimmy John’s a key advantage as many fast-food restaurants struggle with long wait times and slow delivery. In 2019 Jimmy John’s was acquired by Inspire Brands and has continued normal operations unfettered.

The other half of this sandwich battle belongs to Ike’s Love & Sandwiches. The company debuted in San Francisco in 2007 when Ike Shehadeh opened “Ike’s Place”. Ike has since changed the name of his restaurant and trimmed down his original concept. That first restaurant offered ice cream and coffee alongside sandwiches and while there was a variety of items, sandwiches were the most popular. Ike decided to cut out the coffee and ice cream and solely focus on making sandwiches. On that initial menu there were 46 sandwiches, a far cry from the limited menu of competitors, that all used Dutch crunch bread, a San Francisco staple. The vast number of sandwich options was difficult for Ike to keep with, yet it was incredibly popular with customers. An endless number of sandwiches would become Ike’s signature and the company gained popularity through word of mouth and a quirk from internet review site YELP. The fledgling review site had a glitch that defaulted all international users to the San Francisco restaurant page and Ike’s was front and center as a popular destination on the site. Ike’s exploded in popularity and the company expanded. Ike gave up his title as CEO in 2019 and is content to let others run the business aspects while he focuses on promotion and his passion of making sandwiches. That original 46 sandwich menu has expanded to several hundred sandwiches that are designed and named by athletes, celebrities, and employees who have five years of tenure. Each location has different options.