Jimmy John’s sets sights on Ottawa in new Canadian expansion

Article content

Jimmy John’s, an American sandwich chain with a reputation for speed and signature pickles, is preparing to open its first Ottawa location.

The expansion has been “freaky fast” by franchise standards. The company’s slogan refers to the pace of its sandwich preparation, which in U.S. college towns helped the company build a following.

For those unfamiliar, the menu consists of cold and toasted subs on bread baked in-store or a lettuce wrap known as the Unwich. Customers choose from a fixed menu of subs with meats, cheese and vegetables, each served with a pickle spear. Add-ons include kettle-cooked chips and cookies.

After making a Canadian debut at Niagara Falls’ Fallsview Casino in 2024, Jimmy John’s will add stores this year in Winnipeg, Edmonton, Barrie, Windsor and the Greater Toronto Area. Ottawa is also on the list, though the company has not confirmed which neighbourhood it is eyeing.

The expansion comes at a time when some Canadians say they are avoiding U.S. brands and products for political reasons, a potential hurdle for any American chain trying to win new customers.

The Canadian Press reported last year that Jimmy John’s push north coincides with a broader battle of the sandwich brands. Jersey Mike’s, another U.S. sub chain, has already opened two Ontario locations and plans more than 300 Canadian restaurants in the years ahead. The move comes as other American brands expand their presence in Ottawa, including Baskin-Robbins, which announced plans last week for a new location in the ByWard Market.

Founded in 1983 in Charleston, Illinois, Jimmy John’s has more than 2,600 U.S. locations. The Canadian rollout is being handled by Quebec-based restaurant group Foodtastic, which also manages Pita Pit, Milestones and Freshii. An Ottawa location is expected to open before the end of the year.