Jimmy John's readies two Winnipeg links in sandwich chain
Until last year, sandwich chain Jimmy John's franchises were found solely in the United States. It's since been expanding within Canada — and at least two locations could open in Winnipeg this fall.
Posters displaying sandwiches — perhaps not the Turkey Tom, but meaty options — plaster 1740 Pembina Hwy. and 1430 Ellice Ave. Both sites were construction zones Monday.
MIKE DEAL / FREE PRESS
Jimmy John's, a U.S. sandwich chain, is opening in Winnipeg at 1430 Ellice Ave.
Jimmy John's stayed mum on details but confirmed 'several' eateries are planned. Autumn could bring opening dates, the company shared. It will release more information nationally in upcoming weeks.
Last year, the chain's parent company, Inspire Brands LLC, announced it would use a franchise model for a Canadian expansion. Just one Canadian location has launched thus far, in Toronto.
'I think this is a good fit for our local community looking for more restaurants,' said Sijie Sun, a University of Manitoba marketing professor.
He asks his students to choose brands they'd like to bring to Winnipeg for a class project; Jimmy John's is often mentioned, Sun said.
The Illinois-based company started in 1983 with four sandwich types. It now counts more than 2,000 stores and a slate of choices, including 'unwiches,' where buns are swapped for lettuce exteriors.
The Winnipeg market will be competitive, Sun noted: Subway, Firehouse Subs and Tim Hortons are among the big sandwich-selling chains already in town.
'If there's more options, definitely people try the new one,' Sun said, adding brands create loyal customers.
He's noticed American-born chains advertising local leadership at their Winnipeg hubs as a U.S.-Canada trade war persists. Grocery stores are labelling Canadian products as shoppers turn from U.S. imports.
Jimmy John's will likely highlight its own connection with Canada, Sun said.
'I think this is a good fit for our local community looking for more restaurants.'–Sijie Sun
'You almost wonder, is this a good time (to come)?' added Wenlong Yuan, the Stu Clark chair in entrepreneurship and innovation at the U of M. 'Are they going to be damaged because of this political issue?'
Arby's and Freddy's Frozen Custard & Steakburgers locations opened within the past four months, amid a 'Buy Canadian' push. Arby's ran out of meat on its first day due to demand; Freddy's was met with great anticipation.
It's 'really hard to tell' whether companies are being stunted by a Canada-first sentiment, Yuan stated.
U.S. chains including Krispy Kreme and Firehouse Subs have arrived in Winnipeg over the past 1.5 years. Winnipeg's size and diverse population can be a draw for businesses wanting to try operating in Canada, Yuan said.
Franchisees may be locals wanting to bring the brand home or they may have experienced Winnipeg via family and friends.
Inspire Brands tapped Foodtastic Inc., a Canadian franchisor, to expand Jimmy John's across Canada. Inspire Brands houses labels like Arby's, Baskin-Robbins, Buffalo Wild Wings and Dunkin'.
Foodtastic counted more than 1,100 restaurants in January 2024 — the month of the deal's announcement — and $1.1 billion in sales. The Montreal-based company umbrellas Freshii, Second Cup Café and Pita Pit, among others.
Jimmy John's Toronto location opened in November 2024. In September and October, the chain unrolled in El Salvador and South Korea.
In Winnipeg, it's taking a former Urban Barn space off Ellice Avenue.
MIKE DEAL / FREE PRESS
Jimmy John's is also opening a location at 1-1740 Pembina Hwy.
'I think another restaurant always brings in more people to the area,' said Desiree Rafael, an employee at neighbouring Acuity Vision Care. 'If they see that there is an optometry practice by where they're eating, then maybe they'll be inclined to come get their eyes checked.'
The Jimmy John's off Pembina Highway replaces a Macao Imperial Tea.
Jimmy John's wouldn't comment on whether more Manitoba shops are coming.
Redberry Restaurants, parent company of sandwich brand Jersey Mike's Subs, said in January 2024 it aimed to open 300 Canadian locations by 2034. Redberry Restaurants didn't respond to questions about Winnipeg plans by print deadline.
gabrielle.piche@winnipegfreepress.com
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Gabrielle PichéReporter
Gabrielle Piché reports on business for the Free Press. She interned at the Free Press and worked for its sister outlet, Canstar Community News, before entering the business beat in 2021. Read more about Gabrielle.
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