I love sandwiches.
Admittedly however, I hate the process of actually making them. So I buy them. The other day I ordered a sandwich at my local Jimmie Johns. I challenge you to find a better 4-minute brand experience. I don’t think there was an employee in the place over the age of 21. They were smiling and laughing. Some were singing along to the radio. I had found a tribe of happy sandwich makers and they were earnestly toiling away on my customized Italian Night Club. I had just enough time to walk the ten feet to get my straw when a member of the tribe handed me my sandwich. It was wrapped up tight in its handsome paper wrapper. It felt so nice and heavy. My well-trained mouth filled with a Pavlovian drool response as soon I felt the heft of meat fill my hand. Like the many, many before it, I knew this sandwich was going to be great. Ultimately I keep going back because I really like their food... okay and I like the price. But here’s why I love Jimmie Johns, especially my Jimmie Johns. As the teen-punk hands me my sandwich he shoots me this smug little sideways glance and says:
“A number 9, no onions, with peps and sprouts? Nice call man… sorry ‘bout the wait.”
Freakishly fast sandwiches AND a side of swagger? That’s a heaping dose of brand payoff stuffed into less time than it takes to listen to most Led Zeppelin songs. They have earned my loyalty and my six bucks. See ya next week boys!
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