Jersey Mike’s Sets Sights on Europe with Ambitious U.K., Ireland Expansion Plan
Jersey Mike’s Subs is crossing the Atlantic. The fast-casual sandwich chain announced Monday its first major European expansion, targeting the United Kingdom and Ireland with plans to open 400 stores under a new development agreement.
The overseas push will be led by the brand’s founder and board chairman, Peter Cancro, through his entity JM Submarines UK Ltd. This marks the initial phase in a broader international growth strategy following the company’s acquisition by private equity giant Blackstone in late 2024 for a reported $8 billion.
“All consumers, not only here in the U.S. but around the world, are looking for a great value, but they want quality. They want authenticity,” Jersey Mike’s CEO Charlie Morrison told CNBC. “Everything about the brand screams quality and freshness, and I think that’s what consumers want anywhere in the world.”
Morrison, who previously spearheaded Wingstop’s successful international expansion as its CEO, emphasized the importance of maintaining brand integrity abroad. “I’ve learned… that consumers around the world really prefer that you bring them that which got the brand to where it is today,” he stated, referencing the chain’s 20 consecutive years of positive same-store sales growth in the U.S.
While the core menu and preparation method—featuring sandwiches sliced and prepared fresh in front of the customer—will remain unchanged, Cancro acknowledged that local tastes might influence topping and sauce offerings. “We see it as a great sandwich market,” Cancro said of Europe. “[There are] a lot of players in the marketplace, and we see a tremendous opportunity.”
The expansion arrives amid a value-conscious shift in consumer behavior, even in the U.S. market. Morrison remains confident, arguing that the brand’s “craveable product” and quality positioning will sustain demand. “It’s one that’s going to be a staple for consumers for a long time to come,” he said.
The move represents a significant new chapter for the nearly 50-year-old brand, transitioning from a dominant U.S. presence with over 3,000 locations to a global player, betting that its formula of fresh, customizable subs will resonate with European diners as strongly as it has with American ones.
