Jimmy John's puts bite on college market share

The submarine sandwich chain Jimmy John's is targeting college markets with a series of homemade print advertisements carrying several unconventional sales pitches. S. Ahmed Merchant, president and chief operating officer of Jimmy John's, said the company is attempting to increase its sales to college students through a mixture of specially tailored advertisements as well as late-night hours, fast service and casual decor. Instead of using photographs, logos or other graphics in advertisements, the chain promotes itself through humorous poetry created by founder Jimmy John Liautaud.