Jimmy John’s unveils new wheat sub in a wheat field


Sandwich giant
menu addition
with a pop-up store
in a North Dakota
wheat field

Talk about getting your sales force into the field.

Jimmy John’s, one of America’s fastest-growing sandwich franchises is adding a new bread to its lineup for the first time in over 20 years. The new 9-Grain Wheat Sub features a delicious blend of wheat, rye, flaxseed, quinoa, millet, oats, barley, amaranth and spelt, as well as honey, coconut and molasses. It is available with any Jimmy John’s sandwich at no extra charge.

The addition is part of Jimmy John’s Freak Yeah™ campaign which celebrates the extreme lengths to which their employees go to make the perfect sandwich. To introduce the new 9-Grain Wheat Sub, the freaks at Jimmy John’s opened a pop-up store made from a grain bin in a wheat field in Binford, North Dakota – a farming community known for its vast wheat fields.

Wheat the heck? Seriously, they did that. And here is a 2-minute online video to prove it:



“The new 9-Grain Wheat Sub has a taste so inspired, we introduced it in the place that inspired it.” said Jimmy John’s Chief Marketing Officer John Shea.

Local farmers and residents were among the first to taste the new sandwiches. And their reaction was overwhelmingly positive.

“Over the last year, we have been listening to our customers to better understand exactly what they want and how we can offer additional high-quality products,” explained Shea. “The new 9-Grain Wheat Sub is a direct result of those conversations.”

Like the traditional French bread, the new 9-Grain Wheat Sub will be freshly-baked in store every day. It is the latest in a series of new products that Jimmy John’s has rolled out this year, including the popular Kickin’ Ranch®, the 16” Giant Sandwich, and a sliced version of Jimmy John’s World-Famous pickles, all of which can be applied to the new 9-Grain Wheat Sub.

I guess, you could say this is truly a field of dreams for the Champaign, IL-based company. If you build it, they will come and eat it.

Source: Jimmy John’s

Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.