Jersey Mike’s is focusing on value. Is that the right call?

For a limited time, Jersey Mike’s consumers can get a mini cold sub and a bag of chips for $7.99. | Image courtesy of Jersey Mike’s

Jersey Mike’s made an announcement last week that is very boring for the industry, but very unusual for this brand: It’s adding a value bundle to the menu. For a limited time, consumers can get a mini cold sub and a bag of chips for $7.99.

As my colleague Lisa Jennings reported, Jersey Mike’s has long avoided discounting, but post-IPO the chain is focused on bringing in Gen Z and younger consumers more frequently, and they hope this deal will give people an appealing, cheaper lunch option.

Consumers have given Jersey Mike’s a rough time since it was acquired by Blackstone in 2024, as private equity gets a bad rap (even Sen. Elizabeth Warren recently posted a video about it; she did not acknowledge Jersey Mike’s IPO this summer). But is consumer sentiment around private equity impacting the brand in any meaningful way — and is value the best way to fix it, if so? Let’s take a look at the data.

First, the basics: According to Technomic, in 2025 (the only year in which Jersey Mike’s was owned by Blackstone all 12 months), Jersey Mike’s did $4.2 billion in sales, a 12.6% increase over 2024. It also increased its store count by 7.9% to 3,235. Its average check was $19.20, well above any of its closest LSR sandwich competitors (McAlister’s is closest in price, with an average check of $16.20).

Indeed, according to Technomic Consumer data, Jersey Mike’s weakest-performing attributes relate to its value perception, with 75.6% of consumers defining it as affordable, fewer than at Firehouse Subs or Subway, but more than at Jimmy John’s, McAlister’s, Arby’s, or Panera. Interestingly, the affordability scores do not align with the average checks, and Jersey Mike’s appears to come out ahead on value perception when comparing the metrics.

With this in mind, it does seem advantageous for Jersey Mike’s to lean into value where it can to bring down its average check, but it’s not strictly necessary. For what its worth, the brand’s other weak spots are related to technology and ambiance. Compared to its peers, Jersey Mike’s also scores a couple points behind the average on overall beverage quality, but its strengths are high enough to make up for that.

What are those strengths? Jersey Mike’s strongest performing attributes have to do with service and hospitality (payment handling, friendly service); convenience and takeout (overall and order accuracy); and — crucially, considering we’re talking about restaurants here — food and beverage (food quality, food taste and flavor, food visual appeal). Next to its peers, the chain also scores high on customization, which is arguably another important attribute for Generations Z and Alpha.

With all of this under consideration, a sharpened focus on value certainly can’t hurt Jersey Mike’s, but in all honesty, in spite of the (now irrelevant) private-equity hoopla, the sandwich chain seems to be doing just fine.

Leigh Anne Zinsmeister is a managing editor for Informa’s Foodservice Media, encompassing Restaurant Business, Nation's Restaurant News, and Foodservice Director.