Cooking Up Growth: Jon Smith Subs Stands Apart
For more than 20 years, RWA has helped Jon Smith Subs grow from a local favorite into a thriving sub chain—leveraging its founder’s unique personality and fresh-off-the-grill difference.
Challenge
Though beloved by loyal customers, Jon Smith Subs needed to expand its footprint and compete with national chains that dominated consumer awareness. The differentiator—subs grilled fresh to order—wasn’t widely recognized.
Our Approach
Created bold, memorable ad campaigns across in-store, outdoor, online, radio, print, direct mail, and TV.
Developed playful, edgy creative (“Good Cuban, Bad Cuban,” “I Hate Jon Smith”) to break through crowded sub shop marketing.
Designed signage, clings, and in-store promotions to introduce new menu items and reinforce the fresh, hearty quality of the food.
Consistently tied campaigns to the founder’s personality and the brand’s promise of “a better class of submarine sandwich.”
Impact
Elevated Jon Smith Subs’ position in a highly competitive market.
Increased awareness of its unique grilled-to-order difference.
Helped fuel growth from a handful of stores into a regional sub chain.
Built a distinct, enduring brand personality that continues to resonate with families and the lunchtime crowd.
Outcome
Jon Smith Subs became a thriving regional player with a reputation for fresh, hearty, made-to-order subs—ultimately selling franchise rights while continuing to operate company-owned locations in Palm Beach County.
