Temple University Philadelphia, PA

ADV 3043 Qualitative Ad Research Harper Project #2 November 5, 2010

TABLE OF CONTENTS

Section
INTRODUCTION BACKGROUND INFORMATION SECONDARY RESEARCH QUALITATIVE RESEARCH: Methodology DATA BY QUESTIONS/TOPICS DATA BY PARTICIPANT THEMES FINDINGS RECCOMENDATIONS WORKS CITED

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1 2-3 4-5 6-7 8-13 14-17 18-23 24-25 26-28 29

INTRODUCTION
The following research for Jimmy Johns Gourmet Sandwiches was conducted specifically for its Temple University location. Our research team conducted qualitative interviews with Temple University students to gain insights on eating habits found within the general population of college students, and specifically those attending Temple University. We will use this research, along with secondary research in order to form recommendations for the Jimmy Johns branch located at Temple University. The goal of our recommendations is to help increase profit and awareness of the company. Temple University is one of Philadelphias, and the nations, largest and most diverse schools. With students coming from all walks of life, Temple offers students many different academic and social activities. Students are often busy running between classes, internships, extra-curricular activities, and jobs. Temple University schools over twenty five thousand students and is located within a cozy and humble residential area of North Philadelphia. This inner city school not only attracts students from around the world, but also attracts many businesses, and in particular fast food establishments, small and large, to its campus. All businesses from Burger King to Zavelles book store target students through coupons, events, and other college targeted schemes, however there are some businesses, and especially fast food establishments, that students favor more than others. It is up to each establishment to understand its target markets habits and remain knowledgeable and current about competitors and their offering and tactics to gain the common market share.

JIMMY JOHNS BACKGROUND INFORMATION

The Jimmy Johns gourmet sandwich shop on Temples campus is located on Broad and 15th street, sharing the same building as the Temple Universitys The Edge residential hall. Although it is tucked away behind the chaos of the main street, many students can, at least, recall the establishment and its location. The original Jimmy Johns was opened in 1983, by 19-year old, Jimmy John Liautaud. He believed that if he kept it simple, he could create the worlds greatest gourmet sandwich. So after checking out some cookbooks from the local library, he perfected his award winning bread. He created four sandwiches that he tested on his friends and family. After much praise he went on to open the first Jimmy Johns, which was located in a garage in Charleston, Illinois. Paying $200 a month in rent, which was considered expensive at the time, Liautaud could only afford used equipment consisting of a refrigerator, a chest freezer, an oven, and a meat slicer. Since he couldnt afford and ice machine, the first Jimmy Johns soda was served with no ice. Having a tight budget also meant that he could not afford advertising so he took to the streets with an armful of free sandwiches. He started to gain popularity through word of mouth, especially among college students who loved his irreverent attitude, extremely low prices, and the fact that he delivered. When Jimmy first started his business, he was partners with his father in order to get his feet on the ground. In April 1985, he bought out his fathers side of the business and became the sole owner. He soon started to open more and more Jimmy Johns around the country and in 1993 Jimmy Johns became a franchise. Today, there are over 1,000 Jimmy Johns located through out the United States; many of which are located near or around college campuses. The company headquarters is located in

Champaign, Illinois. Even with all of its history and tactics already aimed at the college demographic, Jimmy Johns on Temples campus must distinguish itself amongst its competitors. Qdoba Mexican Grill, City View, Dunkin Donuts, Subway and the plethora of Chinese take outs along Broad street only represent a small amount of fast food establishments near the Jimmy Johns Temple location. Most, if not all, of these competitors are reaching out to the predominately young, busy, and on budget college students. Because the students have little money and time these restaurants must promote their selves as the best resource. The knowledge on how to do this must be acquired via research.

Jimmy Johns, Temple University Location, Source: http://temple-news.com/files/2008/04/picture-13.png

SECONDARY RESEARCH
Based on secondary research, we have learned that college students have adapted their

own lifestyle and eating habits. They frequently visit fast food restaurants for a number of reasons including, but not limited to, time, convenience, quality, and pure laziness. Because many students have unsettled agendas, they are not home long enough to prepare proper meals for themselves. In this case, many of them have resorted to a daily or normal unhealthy eating pattern. Many students have even resorted to eating one meal and a small snack during the mid day. According to some experts, the challenge is no longer the quest to find a decent meal, it is figuring out how to maintain a healthy lifestyle (Smith, 2009). And although the challenge has changed it is important to notice and understand the patterns of students. While all students are guilty of eating out frequently, usually due to lack of time and budget, it is males that tend to choose a quick meal at a fast food restaurant over preparing something in their dorm room (Leong, 2010). The worry of weight gain typically drives female students to healthier options prepared at home or in the dorm room. Men also typically tend to eat meat, produce, and fish, while women eat some types of bread, dairy products and whole grains (eating habits.org, 2010). Another gender based observation is that females tend to shy from fattier foods in fright of gaining weight. In fact according to Nanci Hellmich, 40% of normal weight college women perceive that they are overweight, while 32% of students report a decline in their body image during their freshman year (Hellmich, 2008). On average, the typical freshman gains about 5 pounds with women gaining on average 4.5 pounds one pound less than men in the same demographic. This obsession over weight gain, in addition to the media has raised the number of eating disorders amongst college students, and in particular women (eatinghabits.org, 2010). Eating fast food is not the only quality obtained by college students; there are also commonalities in their consumption patterns. Many students are not meeting the recommended

daily serving proportions. 50 percent of students are not getting enough fiber and 60 percent are eating artery clogging saturated fat. Almost 70 percent of students are not receiving the recommended five servings of fruit and vegetables per day (Hellmich, 2008). Not only are students passing by these recommendation Hellmich reports that 59 percent of students do not know that their diet has gone downhill since they went to college. Many researchers believe that this information needs to be taken with serious concern because eating habits of men and women develop during college years and follow them into their later life. Not only do these habits take a physical toll on the human body, they also lower self confidence levels and overall feelings of happiness (Hellmich, 2008).

Overall our secondary research revealed that college students are not preparing or eating nutritionally balanced meals for many reasons. While lack of time is the leading cause for their lack of nutrition, there are other factors such as the pricing of food and convenience that play a major role in their decision process. Our research also revealed that many students do not realize that their eating habits tend to become unhealthier if they live away from home during college years. Another major theme within our research showed that parents do not properly prepare their children for a healthy lifestyle in college. Many students are not used to making their own meals and have not learned from their parents how to do so. Dorms can also prevent students from preparing well balanced meals due to their limited amount of kitchen space and appliance regulation.

QUALITATIVE RESEARCH: Methodology

Our research team conducted qualitative interviews of current Temple University

students, using the Interview guide that is located in the appendix of this report. The interview questions were designed to gain an understanding of the target market to uncover valuable insights. The first section of the interview consisted of general questions about the participant, including: age, sex, year, major, hobbies/interests, sports/extra curricular activities, etc. We also asked participants about their living situation, their schedule, the amount of time they spend on campus, their spending habits and their eating habits. By asking the questions we hoped to gain a deeper insight to their habits and lifestyle over a longer period of time, rather than only their college experience. Participants were then asked about the dinning options available to them on and around Temples campus, including their feelings about the options available to them, if there are specific locations that they frequently go to, if they prefer to cook their own meals or order out, and whether or not they eat alone or with friends. The interview included two projective techniques; sentence completion and brand personification. The sentence completion was used to uncover specific information about the participant in relation to purchasing and eating food. The participants were then asked about their familiarity with the restaurants near The Edge and then were asked to name the first five restaurants, in that area, that comes to mind. This technique was used to show us which restaurants were recalled the most, which came first to mind and how Jimmy Johns was perceived amongst the others, if at all. We then used brand personification by asking participants, if each of these five restaurants were people, who would they be? The last section of the interview consisted of questions that pertained specifically to the participants feelings, experience(s), and perceptions about Jimmy Johns. In order to understand how the participants felt about the establishment and their experiences at the Temple location we

decided to ask more specific questions such as How would you compare Jimmy Johns to subway? and Can you tell me about your experience with jimmy Johns?. Each interview was recorded and then later transcribed for analysis. After reading and rereading the transcripts we organized the data by participant and by question. From there, we were able to identify common themes that emerged from the data.

DATA BY QUESTIONS/TOPICS
All 3 Participants Live Near Temples Campus

I live near campus over on 18th and Fontain. (Dan) I live near campus, (Sarah) I live on 15th and Cecil, in Oxford Village. (Rebecca)

Time Spent on Campus Each Day My Mondays I am on campus basically all dayTuesdays and Thursdays I only have one class at 12:30. And then on Wednesdays and Fridays I have 2 classes at 10 and 3. (Dan) Um. Im on campus 5 days a week from about 12 to 4 everyday. (Sarah) Um, Im only on campus, well, its a lot of time I guess, because I just dont like running back and forth between my apartment and campus. So I would say about, maybe, five to eight hours a day. It depends if Im working or if Im doing my club stuff. (Rebecca)

Spending Habits I have a loan out for all my living and school expenses. I probably spend the most amount of my own money on food and drinking, I will buy clothes if I have enough money, but rarely for entertainment expenses Occasionally I go to the movies, or a sporting event. (Dan) I try not to spend a lot of money, but I spend a lot on coffee and a lot on clothes and watch a lot of movies. (Sarah) Um, well I, other than most of my tuition and rent, I pay for everything, so Im pretty conscious about where I spend my money. Like I dont eat out often, um, and Im pretty good at grocery shopping, thats where most of my money goes, to like groceries. (Rebecca)

Eating Habits, Allergies, or Diet Restrictions

I dont have any restrictions or allergies on what I eat. If it looks good, I eat it. (Dan) Um, yeah, sort of, Im not a real vegetarian, but Im just about a vegetarian. And I dont, I try not to eat processed foods or like heavy fats or oils. (Rebecca)

Feelings Toward Dinning Options Available (on/near Temples campus) While on campus there are a lot of options and lots of good food. (Dan) They are way to expensive. (Sarah) Um, I understand why theres so many places like that cause sandwiches, pizza, Chinese food, theyre all like really quick, and theyre reasonably priced, and, um, it would be nice to have a little bit more variety I would say, but, um, the food trucks actually, they do a really good job of providing Variety. (Rebecca)

Frequent Dinning Locations I usually eat at Richies if I eat on campus because hes a good guy and has good food Well I rarely eat at any of these restaurant [near the Edge], but when I do, it is usually Qdoba, because their food is delicious. (Dan) Fresh Grocer. I dont buy from Temple establishments because theyre overpriced and poor quality. Um, I sometimes order from Jimmy Johns delivery Jimmy Johns because their sandwiches rock and you can get delivery in like 10 minutes. (Sarah) Um, I used to eat at the food trucks a lot; I dont anymore because I dont carry cash with me anymore really. But, um, I dont really eat out much just because Im kind of poor this semester [laughs]. Last year, like, I did eat at Jimmy Johns a lot. Um, just because they have alfalfa sprouts and I love alfalfa sprouts [laughs]Um, I go to City View a lot just because I

have a lot of guy friends, but when Im by myself I go to Jimmy Johns, um, because like I said I just love their sandwiches. And I always buy, like, they sell their loaves there too. So I just buy the plainAnd whenever I go to the gym and I feel proud of myself I go to Ritas afterwards [laughs] (Rebecca)

What is Important When Purchasing Food? Cost and taste. (Dan) Money. (Sarah) Um, quality. (Rebecca)

Preference On Meal Preparation (cook own meals or order take out?) I do like to cook sometimes, but I do like to order out. Most of the time though I dont have the extra cash to be spending on eating out. (Dan) Fresh Grocer. I dont buy from Temple establishments because theyre overpriced and poor quality. Um, I sometimes order from Jimmy Johns. (Sarah) But, um, I dont really eat out much just because Im kind of poor this semester [laughs]. (Rebecca)

Eating During the Week in Comparison to the Weekend During the week I eat Uh, at home. (Dan) Food. (Sarah) Like, um on the weekends I tend to eat at odder hours because Im waking up

later and staying up later. Um, and so usually Ill only eat one meal on the weekend day. And usually that meal is bought instead of made. (Rebecca) On the weekends I eat Terible food [laughs]. (Dan) Food. (Sarah)

When people think of dining in the Temple area Uh. I think cheap. (Dan) Cheap, bad food. (Sarah) Um, I think that they think, um, that, uh, it might be a little bit over priced. Just cause its near a college campus. (Rebecca)

Do you or have you ever eaten at Jimmy Johns? Uh. Well Jimmy Johns does have really good food, and the service is always good. But for some reason I rarely eat there. I am barely on that side of campus, because all of my classes and my house are on the other side. (Dan) Jimmy Johns because their sandwiches rock and you can get delivery in like 10 minutes. (Sarah) when Im by myself I go to Jimmy Johns, um because like I said I just love their sandwiches (Rebecca) On the Location of Jimmy Johns I like Jimmy Johns service and food, but the location is too far from my house I am barely on that side of campus, because all of my classes and my house are on the other side.

(Dan) I always get delivery. I think I might have eaten there once. (Sarah) Its [the location of Jimmy Johns] perfect, my apartment is like a five-minute walk, less than that, I mean its [Jimmy Johns] across the street basically. (Rebecca)

On Jimmy Johns Food Uh. Well Jimmy Johns does have really good food (Dan) their [Jimmy Johns] sandwiches rock I think Jimmy Johns is not the cheapest, but has the best quality. Um, you get the most for your money. Their menus really customizable so you can make it as healthy as you want or as fattening as you want Jimmy Johns has really good picklesthey [Jimmy Johns] have tons of things you can get with your meals like chips and you can add or subtract from a sandwich. Like getting your sandwich on a roll of whole wheat. (Sarah) I just love their [Jimmy Johns] sandwiches. And I always buy, like, they sell their loaves there too. So I just buy the plain I always get their veggie delight because theyll put as many cucumbers as I want on it. And I love Grey Poupon on my sandwiches, and obviously Subway does not have Grey Poupon [laughs] and, um, the ingredients that they have are really good and they have a good variety, its not just like lettuce, tomato, and mayonnaise. (Rebecca) On Jimmy Johns Price I think Jimmy Johns is not the cheapest, but has the best quality. Um, you get the most for your money (Sarah) I think their prices are good for what they offer so I dont really pay attention to any coupons (Rebecca)

On Atmosphere the atmosphere is friendly Id say it was a good experience (Dan) Um, well I always end up chatting with the deliver person at some point. (Sarah) I like it [the atmosphere]. I never can understand why its so quiet, because it seems like a place that people would just want to hang out especially if they live at The Edge or something. It seems like its really upbeat and it always smells nice in there. But its always empty when I go in and I never know why. (Rebecca)

On Obtaining Jimmy Johns I went in and ordered my food and then left. (Dan) I always get delivery. (Sarah) I take-out because my apartment is right across the street. (Rebecca)

DATA BY PARTICIPANT
Participant #1 (Dan) One interview participant identified himself as a 22 year old, Caucasian, male. He is currently a senior, majoring in Advertising Research, at Temple University. Dan mentions, multiple times through out the interview, how location affects him. I asked

Dan about the restaurants located near The Edge and how often he eats at any of them. His response was, Like I said I rarely order food because they are all far away from where I live. Location seems to be an important factor for Dan. He mentions seven times throughout the interview that the location of his house, which is on 18th and Fontain, is a big reason why he does not order food from Jimmy Johns or the surrounding restaurants, which are about 10 city blocks away from where he lives. Although he rarely eats at any of the restaurants near The Edge, when he does eat in that area he usually goes to Qdoba, because he thinks, their food is delicious. We noted that Qdoba is within the same block as Jimmy Johns however because Dan likes the food, or Mexican food more, he prefers to eat there instead. Earlier in the interview I asked Dan to name the first 5 restaurants that come to mind that are located near The Edge. He named Jimmy Johns first, then The Draught Horse, Qdoba, City View, and Plaza Pizza. Qdoba he described as a wealthier college student, because they are more expensive than other restaurants. He further explains that, Qdoba is very good food, but is a little pricey for a college budget. When it comes to spending money, Dan says that he spends the most amount of his own money on food and drinking. Students like Dan are a great target because they are already spending money of food and already know their options. The task here is to simply make Jimmy Johns stand out more than the others. Participant #2 (Sarah) Sarah identified herself as a 21-year old, Advertising Research major at Temple University. She lives near campus, but did not specify the exact location. She says that she tries not to spend a lot of money, but spends a lot on coffee and clothes. Sarah shops at the local grocery store, Fresh Grocer, for food. She states that, I dont buy from

Temple establishments because theyre overpriced and poor quality. She also associates dining at Temple University with cheap, bad food. When asked to name the first 5 restaurants (near The Edge) that come to mind, she said Jimmy Johns, Qdoba, and Dunkin Donuts. Of those restaurants she frequently goes to Jimmy Johns, because their sandwiches rock and you can get deliver in like 10 minutes. Sarahs opinion of Jimmy Johns is that it is not the cheapest, but has the best quality. You get the most for your money. Their menus really customizable so you can make it as healthy as you want or as fattening as you want. She goes on to say, Jimmy Johns has really good pickles; um I like their online ordering service. Its convenient and you dont actually have to talk to anyone and they have tons of things you can get with your meals like chips and you can add or subtract from a sandwich. Like getting your sandwich on a roll or whole wheat. Sarah mentions 3 times throughout the interview that Jimmy Johns delivers. She also always gets delivery. Our group identified Sarah as a customer that already understands the company and most of its services. Although she does not eat out often, when she does she has already established a loyalty with Jimmy Johns. In order to keep Sarah coming back to Jimmy Johns it is important for her, or someone like herself to feel that the company understands her value and appreciates her as a loyal customer. Adding an experience to Sarahs visit may also contribute to her becoming even more loyal to the brand and possibly bringing her friends along for the next visit.

Participant #3 (Rebecca) Rebecca is a 20-year-old, junior at Temple University. She live near campus on 15th and Cecil B Moore. She mentions that its right by Jimmy Johns.

She spends about five to eight hours a day on campus, depending if shes working or if she is doing her club stuff. She also says that she spends a lot of time on campus because she doesnt like running back and forth between her apartment and campus. Rebecca doesnt pay for tuition, rent, or textbooks, but she does pay for everything else. She says, Im pretty conscious about where I spend my money. Like I dont eat out oftenIm pretty good at grocery shopping, thats where most of my money goes She also says that, I dont really eat out much just because Im kind of poor this semester [laughs]. When it comes to her eating habits, Rebecca says, Im not a real vegetarian, but Im just about a vegetarian. And I dont, I try not to eat processed foods or like heavy fats or oils. Eating health is important to her. She also mentions that she goes to the gym. Rebecca mentions that she doesnt have a meal plan, and hasnt since her first semester of freshman year, but even then she never used it. On the weekends, she says that she usually only eats one meal a day and it is usually bought instead of made. The fact that she used to work at a Subway in high school also influences her decision to go to Jimmy Johns over Subway, which is close by. She also says that she loves Jimmy Johns sandwiches, and the variety and quality of the ingredients available. She mentions that they have alfalfa sprouts, and that she loves alfalfa sprouts. She also informed me that you can purchase just loafs of bread from Jimmy Johns which she normally does. Also, she believes that Jimmy Johns prices are good for what they offer

THEMES
Menu Menu options were a major theme that came up within all three participants interviews. Sarah asserted that Jimmy Johns sandwiches rock, showing her enthusiastic regard for the brands staple menu item. She

mentions that the menu is really customizable and that it can be made as healthy as you want or as fattening as you want. She later adds to this idea of customizability by stating that they offer tons of things such as chips or choosing a whole-wheat roll which you can add or subtract from a sandwich. She also points out that Jimmy Johns has really good pickles. Although Dan does not visit Jimmy Johns very often, he seemed to have a generally favorable opinion of the food, saying I like Jimmy Johns service and food and Jimmy Johns does have really good food. He mentions that he first decided to try Jimmy Johns when he heard good things about their hoagies. Towards the end of his interview he mentions that he might eat there more if he had a menu, suggesting that though he lives far away, if he had a menu he could be more likely to order delivery or simply remember Jimmy Johns as an option more when deciding where to dine-out. Menu is one of the main reasons Rebecca is a Jimmy Johns fan, stating twice in the interview that she loves Jimmy Johns sandwiches. Early in the interview she mentions that one of the main reasons she would visit Jimmy Johns is because they have alfalfa sprouts, which she loves. This variety of ingredients is something Rebecca acknowledges as a main reason she goes there. She mentions that she likes to order the veggie delight sandwich and proudly states that the employees will put as many cucumbers as I want on it. She also points out that Jimmy Johns uses Grey Poupon, another detail that excites her about their ingredients. She mentions that sometimes she likes to buy the loaves of French bread that Jimmy Johns is known for as well. For Rebecca, the attention to detail such as alfalfa sprouts and Grey Poupon put Jimmy Johns a step above other hoagie chains such as Subway.

Quality

The word quality came up in each interview, suggesting a beneficial quality that Jimmy Johns seems to be known for in the minds of the participants. Sarah first implies in her interview that quality is an aspect that she values in dining options when she asserts, I dont buy from Temple establishments because theyre overpriced and poor quality. The exception to her statement seems to be Jimmy Johns, when later in the interview she states, I think Jimmy Johns is not the cheapest, but has the best quality. To Sarah, Jimmy Johns is a Temple dining establishment that stands out from the cheap, bad food that the area is known for in her opinion. In Dans interview, the word quality is not mentioned until the very end, when he is prompted to compare Jimmy Johns to Subway, a sandwich competitor located nearby. He states, The quality of the food at Jimmy Johns is 100 times better for you I feel like. The quality of the food at Subway is pretty terrible. Although the consideration of quality only came about when discussing Subway, clearly Jimmy Johns has a better reputation in this area than its competitor. Rebecca mentions early on in the interview that quality is the most important factor to her when purchasing food. She again uses the word quality when discussing the type of person who dines at Jimmy Johns by saying that this person is someone who enjoys quality, but also wants something fast. Fast food they can trust, I guess. Later in the interview she asserts, the ingredients [Jimmy Johns has] are really good. Rebecca values quality and is a faithful Jimmy Johns customer, suggesting the brand has done well to build a reputation for quality.

Price Invariably in talking with college students, price is a major factor in shaping behavior and preference in dining options. Sarah mentioned that she tries not to spend a lot of money, and that she considers the dining options available to her to be too expensive. Money was listed as the

most important factor to her when making food purchases. When the conversation turned to the topic of Jimmy Johns, she said that at Jimmy Johns you get the most for your money. Though Sarah remains very cost-conscious, Jimmy Johns is worth the price to her. Dan mentions that he spends the most amount of his own money on food and drink. He states that he doesnt eat out very often because he usually doesnt have the extra cash to spend on eating-out, suggesting that to him, take-out is seen more as a luxury than a necessity. He mentioned twice in his interview that in addition to taste and food, cost is one of the most important factors that he considers when purchasing food and choosing where to eat. Rebecca mentioned early on in her interview that she is pretty conscious about where her money goes, and it mostly goes to groceries. She refers to the dining options around Temple as reasonably priced but then later in the interview asserts that some people probably think of the dining options as somewhat overpriced. She mentions that she has not been eating out much lately because she is kind of poor this semester. Despite this, she does mention that she has been to Jimmy Johns quite a bit in the past year, claiming that their prices are good for what they offer suggesting that the Jimmy Johns menu makes dining out worthwhile, even on a tight budget.

Location Location was a major theme through out the data. The location of Jimmy Johns, 1601 North 15th Street, appears to have an influence on participants decision to go to Jimmy Johns. The location of participants houses or apartments in relation to Jimmy Johns is also considered. For participant 3, Rebecca, the fact that Jimmy Johns is right across the street from her apartment adds convenience in obtaining food. She prefers to get take-out since she is like a

five minute walk, less than that, I mean its [Jimmy Johns] across the street basically. She also repeatedly mentioned that she loves sandwiches and the options available at Jimmy Johns. For participant 1, Dan, the location is a big reason why he does not go to Jimmy Johns often. Through out the interview he mentions 5 times how his house, which is located on 18th and Fontain Street, is too far from Jimmy Johns. He repeatedly would say that he would eat at Jimmy Johns if it were in a better location.

Like I said I rarely order food because they [the restaurants near The Edge] are all far away from where I live. I like Jimmy Johns service and food, but the location is too far from my house. ...Plaza Pizza has good food, but their location is far from my house, like all of these places. Well, Jimmy Johns does have really good food, and the service is always good. But for some reason I rarely eat there. Im barely on that side of campus, because all of my classes and my house are on the other side. its [Jimmy Johns] located by The Edge, which is too far from where I live. Well the main reason I dont really eat there [Jimmy Johns] more is because of the location.

He said that when he does eat in this area of campus, he usually goes to Qdoba because their food is delicious. Qdoba is a fast food, Mexican establishment, located on Broad Street, just in font of Jimmy Johns. This leads us to believe that students who live further away from

these restaurants, and dont really care for subs and sandwiches, may feel that going to Jimmy Johns is not worth the distance. When he did go to Jimmy Johns, it was with a group of friends, which leads to the assumption that his friends may have an influence on his decision to go to Jimmy Johns, while individually he would rather go to Qdoba. The fact that Jimmy Johns does deliver was not mentioned in this interview, so there is a possibility that he is unaware that he can have Jimmy Johns delivered to his house, without having to go out of his way. For participant 3, Sarah, the fact that Jimmy Johns delivers seems to influence her decision to order Jimmy Johns. She also says that Jimmy Johns delivery is fast, you can get delivery in like 10 minutes.

Convenience The theme of convenience also seems to have an influence on participants decision to order Jimmy Johns. Participant 3, Rebecca, said that her eating habits during the week differ from her eating habit on the weekends. on the weekends I tend to eat at odder hours because Im waking up later and staying up laterso usually Ill only eat one meal of the weekend day. And usually that meal is bought instead of made. This along with her love for Jimmy Johns sandwiches and the fact that she prefers to cook her own meals leads to the assumption that when she doesnt feel like cooking, she finds it convenient to order out. Participant 3, Sarah, also mentions the convenience of Jimmy Johns online ordering service. Its convenient and you dont actually have to talk to anyone and they have tons of

things you can get with your meal She also says that she always get delivery from Jimmy Johns. In this case, the convenience of not having to leave her house and not having to talk to anyone may indicate that she prefers to order food from establishments that offer these services.

FINDINGS
Based on our collected data, we have found that our target market, Temple students, take into consideration more than one factor when choosing to eat out. All participants ate outside of their homes at least twice weekly. All participants stated that their main reason for eating fast food was due to their hectic schedules, however throughout the interviews many of them spoke about eating out as a social event. One participant told us that she ate at a specific restaurant because her friends often ate at the location. In another interview, a participant told us that she can not visit Jimmy Johns with her friend because of a specific allergy issue. All participants expressed a concern about their budget when it came to eating fast food. While many of them prefer certain fast food chains, for instance Qdoba Mexican grill, they said that they would not eat there every day because of its high prices. Most students said that they did not eat out to often because they paid for it from their own income rather than, it being supplied to them through parents. Through our interviews we also found that Temple students are aware of the on campus Jimmy Johns establishment. All participants have tried Jimmy Johns at least once and all

expressed a positive attitude toward the food quality and menu selection. Those who frequently ordered from Jimmy Johns tended to thoroughly enjoy the food, in combination with finding the means to obtain the food to be convenient. Our findings also varied based on the individuals preference of cuisine. Although one participant said he thought Jimmy Johns food was good, the distance did not seem worth it to him. However, when he does decide to eat in that area, he prefers to go to Qdoba revealing that distance was not the true issue but rather quality, especially since the participant classified Qdoba as expensive.

Our research, both primary and secondary, both revealed that customer service was somewhat important to the target group, however is defined very specifically within the target group. Our interviewees said little about customer service in regards to friendliness of associates, but rather connected the term to the delivery and speed of service. One participant mentioned that he ate at an on campus establishment because he liked the personnel at the location, however did not bring this up when speaking about Jimmy Johns. Instead he associated their customer service with their speed. Other participants also associated Jimmy Johns great service with their speedy service and late night hours. Most of the participants were not aware of or did not mention the 1 sandwich delivery minimum and none spoke about the online menu and ordering process. Overall students were aware of the establishment, but were not aware of the companys culture and services.

RECCOMENDATIONS
Based off of our research and analysis of the target market, we can recommend some tactics for the Jimmy Johns located on Temple Universitys campus. These tactics are not only aimed at driving students toward the Jimmy Johns venue, but to raise awareness of the brand. By getting students more involved with the brand online and in person we hope to get them to identify the establishments location and services as worth the trip or convenient. Another goal is to infuse Temple pride into the establishment, making the establishment and experience more exclusive for students. Our recommendations have been split into the following categories:

Online Social Media- Specialized Temple University Jimmy Johns Facebook fan page- We suggest that the Jimmy Johns on Temple Universitys campus create its own Facebook fan page in order to remind students of the already established services and discounts. The fan page should o Promote all JJ events, discounts, contests, and update menu changes. o Allow students to order from the Temple JJ branch in particular.

Allow students to upload photos of some of their interest and on campus events.

o Link to the main Jimmy Johns Facebook fan page and Twitter account Marketing Customer Rewards- Frequent buyer cards- Small wallet sized cards or key chain attachments can keep track of how often a student visits Jimmy Johns and offer discounts for frequent buyers. After a specific amount of purchases customer will be able to receive a free item from the menu (ie: sandwich, chips, meal). This type of marketing o Builds a regular customer base o Reveals appreciation for normal customers o Builds brand loyalty o Keeps track of how many students come to the establishment on a normal basis

Perception Campaign- Change perception of the sandwich- Students are willing to somewhat travel for their food, however must feel that they are getting a full meal out of their travel. Temple students see Jimmy Johns as not being as fulfilling as some of its competitors. It is necessary to change their perception of a sandwich not being a full meal. Jimmy Johns must o Promote the sandwich meals (which include sides and a soda) o Market their sandwiches as a fulfilling meal o Market different sizes of sandwiches

Service Awareness- Students already know the Jimmy Johns establishment; however they are not familiar with the services provided and therefore chose other establishments

nearby. Jimmy Johns must market their o Late night delivery hours o 1 sandwich minimum for delivery process o Fast service (which is already commonly associated) o Friendly service from Temple students

Events/ Promotions On campus a la carte- In order to increase student awareness it is necessary that JJ mingle with the students. By making a more convenient location on campus during high traffic hours Jimmy Johns can o Sell its most popular menu items o Pass out menus and coupons & frequent buyer cards o Send friend request to students from the Facebook page during purchase

Student named sandwiches- Making students feel comfortable at Jimmy Johns is a major concern. Because Jimmy Johns is not as massive of a chain like other fast food restaurants, it is easier to cater to the individual needs of the target market. We recommend that JJ becomes more personal with the Temple population by hosting a sandwich creating contest in which the winner, with the best sandwich, gets a sub named after him/her and featured on the main menu for a semester. This contest o Should be promoted via online vehicles o Will get Temple students involved with the Jimmy Johns brand

o Builds a community between the brand and school/ students o Can become a unique tradition to the JJ at Temple University

WORKS CITED

Eatinghabits.org "Eating Habits Of College Students." Eating Habits. 15 July 2010. Web. 03 Nov. 2010. <http://www.eatinghabits.org/eating-habits-by-ages/eating-habits-of-collegestudents.html>.

Hellmich, Nanci. "College Eating Habits Are Clogged with Fat." News, Travel, Weather, Entertainment, Sports, Technology, U.S. & World - USATODAY.com. 10 Jan. 2002. Web. 31 Oct. 2010. <http://www.usatoday.com/news/health/diet/2002-01-10-collegeeating.htm>.

M.d., Leong. "College Student Eating Habits: Is Bad Health on the Menu?" Associated Content Associatedcontent.com. 25 Jan. 2010. Web. 29 Oct. 2010. <http://www.associatedcontent.com/article/2591119/college_student_eating_habits_is_ba d.html?cat=5>.

Smith, Amy. "The Necessity Of Healthy Eating Habits." College Search - Find Colleges and Universities by State - Prepare for College - College Outlook. 2009. Web. 01 Nov. 2010. <http://www.collegeoutlook.net/co_ca_on_campus_h.cfm>.