Jersey Mike’s (JMKE) Owns the Sub Business. Winning Over Younger Diners is the Next Fight

On September 1, 2026, the Wall Street Journal reported that Jersey Mike's Subs Inc. (NYSE: JMKE ), a Blackstone-backed sandwich chain that went public in July, has built a dominant position with affluent, older customers but still needs to attract Generation Z to sustain its growth, since roughly 70% of its customers skew toward older, more established diners.

CEO Charlie Morrison, the former Wingstop chief, has said the company needs to be more proactive about reaching younger customers as it competes for growth against fast-casual chains that already dominate that demographic.

Jersey Mike's Subs Inc. (NYSE: JMKE )'s strong unit economics give the company a foundation for continued expansion. The chain generated roughly $1.4 million in average unit volume, significantly above an estimated $500,000 for Subway, giving franchisees a strong economic incentive to keep opening stores and helping Jersey Mike's take share in the sandwich market.

Jersey Mike's continues to grow despite its challenge with younger consumers. Second-quarter same-store sales increased 2.3%, primarily because transactions increased, while systemwide sales rose 10% to $1.21 billion. Management also expects third-quarter same-store sales to increase 3%-4%, suggesting the Gen Z gap has not prevented the company from generating near-term sales momentum.

Jersey Mike's has already started addressing its Gen Z weakness through digital marketing. The company increased digital marketing from less than 1% to more than 20% of total marketing spending, while loyalty registrations increased 22% year to date. Management also reported stronger engagement among Gen Z and Hispanic consumers, giving investors early evidence that the strategy can broaden the customer base.

Jersey Mike's Subs Inc. (NYSE: JMKE ) still relies heavily on older customers, which creates a long-term growth risk. Gen X and Baby Boomers account for about 70% of its customers, while Gen Z represents only 2%, leaving the company with a relatively small presence among a younger demographic that could drive customer frequency over the long term.

Jersey Mike's profitability remains under pressure despite its sales growth. Second-quarter net income fell 37% to $37 million, while higher general and administrative expenses, advertising spending, and interest expense weighed on earnings. The company therefore needs its digital marketing investments and store expansion to generate enough incremental sales to support stronger bottom-line growth.