Customers can’t dine in at Jimmy John’s new restaurant concept.
The sandwich chain, which has more than 2,600 locations across 43 states, has opened its first-ever drive-thru and pick-up only site, in Bartow, Fla. The opening comes as more and more restaurants are testing to-go-only concepts amid the popularity of off-premise dining.
Designed by ChangeUp in collaboration with Jimmy John’s parent company Inspire Brands, the new restaurant represents an entirely new format for the fast-growing business, with a digital-forward approach that promotes mobile order pick-up and preserves the brand’s signature “freaky fast” reputation.
“Jimmy John’s has always been at the forefront of the industry, particularly when it comes to listening to our customers,” said Andrew Bello, VP of design and architecture at Inspire Brands, which operates nearly 32,000 restaurants under the Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin’, Jimmy John’s, Rusty Taco and Sonic Drive-In banners worldwide. “This new drive-thru only model represents our continued commitment to evolve with our customers and serve the best, freshest sandwiches with speed and efficiency.”
The design also builds upon Jimmy John’s refreshed brand identity, which launched last year, and was also done in collaboration with ChangeUp.
“From the start of the process, we knew we wanted to treat this space as an architectural billboard and create a physical manifestation of the Jimmy John’s brand,” said Ryan Brazelton, chief creative officer at ChangeUp. “By bringing the brand to life in this way, we could ensure that every touchpoint, digital and physical, creates a cohesive experience that is unique to Jimmy John’s.”
The new format features dual-sided pick-up windows, with one lane designated for online and mobile orders. Customers also have the option to pick up their mobile and online orders at dedicated carryout lockers, allowing for an entirely contactless experience.
In other features, Jimmy John’s brand identity is fully integrated into the prefab modular building, from the signature color palette to the signage. The primary red hue is mainly deployed at sandwich receiving points, while Jimmy John’s star icons are used in wayfinding. The graphics highlight key messaging and tone of voice, from the brand’s iconic super seal to its “freaky fresh” motto.
Inspire Brands operates nearly 32,000 locations under the Arby’s, Baskin-Robbins, Buffalo Wild Wings, Dunkin’, Jimmy John’s, Rusty Taco, and Sonic Drive-In banners. The company was founded in 2018 and is headquartered in Atlanta, Georgia.
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