GoKawiilJersey Mike's shifts 20% of $200M ad budget to digital marketing in 2026
Jersey Mike's CEO Charlie Morrison said the sandwich chain had almost no digital marketing spend before this year, despite an annual advertising budget exceeding $200 million. In 2026, about 20% of that budget moved into paid social, search, and connected TV. The chain reported loyalty sign-ups up 21%, digital sales now at 43% of total sales, and systemwide sales up 11% to $1.2 billion.
GoKawiil's interpretation of the reporting above, not reported fact.
The shift suggests Jersey Mike's is trying to broaden an older, male, higher-income customer base toward younger, female, and Hispanic diners, per Morrison's comments. Rising same-store sales and loyalty growth alongside the digital push could indicate the new approach is contributing to performance, though other factors like limited-time offers such as Mike's Hot Italian may also be driving results. The move highlights how even long-established chains founded decades ago are still adjusting marketing strategy to modern channels.
- Jersey Mike's moved about 20% of its $200M annual ad budget into digital channels starting in 2026
- Loyalty program sign-ups rose 21% and digital now makes up 43% of sales
- Systemwide sales grew 11% to $1.2 billion, with same-store sales up 3% in Q3
Source: entrepreneur.com — Jonathan Small, 2026-10-30
Published there as: “Jersey Mike’s Spends $200 Million a Year on Ads. Until This Year, Almost None of It Went to Digital.”
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