US sandwich maker Jersey Mike's is launching an ambitious UK expansion, betting that Britain’s cold and rainy weather will drive demand for its hot subs. Founder Peter Cancro, who started working at the chain at 14 and bought it at 17 with a $125,000 loan from his New Jersey football coach, insists there is “unbelievable” opportunity despite higher UK labour costs. The chain, now worth around $6bn after a 2024 Blackstone sale and July IPO, plans to open 400 outlets in the UK and Ireland, starting with a London outlet in November.

Jersey Mike’s, the second-largest sub chain in North America with 3,300 US and Canada stores, trails Subway’s 35,000+ global locations, including over 2,000 in the UK. Cancro cites rising protein demand and GLP-1 drug popularity boosting sales of its ‘Mini’ Subs, with 2024 revenue up 11% to $724mn. The brand aims to position itself between budget food-to-go and premium delis, competing directly with Subway, the only major specialist sandwich chain to succeed in the UK.

Other US chains like Potbelly and Quiznos have failed to sustain UK growth, with Quiznos now down to one Bromley location from nearly 30 in the 2000s.