Steinbach to be Jersey Mike’s local launch pad

Steinbach will be the ‘roll model’ for future local expansion when U.S. submarine sandwich chain Jersey Mike’s opens its first Manitoba location next week.

The grand opening for the restaurant at 17 Market Blvd. is July 15. Redberry Restaurants, the Mississauga, Ont.-based franchisee firm that’s brought the chain to Canada, plans to open “a couple” Jersey Mike’s shops in Winnipeg next year, a company executive said.

“As we hire more people — more managers, more staff members — Steinbach will become our centre for training and helping us grow in the province of Manitoba,” said Paul Pascal, vice-president of Jersey Mike’s Canada.

Founded in 1956 in the New Jersey borough of Point Pleasant under the name Mike’s Giant Submarine Shop, Jersey Mike’s now counts more than 3,200 restaurants around the world.

The Steinbach location will be the chain’s 33rd eatery in Canada. It’s part of the chain’s promise to open 300 Canadian shops by 2035.

It’s expanding in the country at a time when two other U.S. chains, Jimmy John’s and Shake Shack, are also opening locations in Canada.

What sets Jersey Mike’s apart is the food’s quality, Pascal said. The chain bakes fresh bread — and prepares new vegetable toppings — daily, and slices meat and cheese on-site by the order. Sandwiches are topped with “the juice” — a blend of red wine vinegar, olive oil and seasonings.

The Steinbach restaurant is 1,600 square feet and will employ between 30 and 35 people, Pascal said. A combination of finding the right place at the right time led to Jersey Mike’s choosing Steinbach, which is 65 kilometres southeast of Winnipeg, as the location for its first Manitoba restaurant.

“Steinbach might not necessarily be on a lot of brands’ radars … but for us, we’re excited about the community.”

“Sometimes, you just find the right site in the right community and you just take advantage of it,” Pascal said. “Steinbach might not necessarily be on a lot of brands’ radars … but for us, we’re excited about the community.”

As part of the grand opening celebration, Jersey Mike’s is organizing a fundraiser to support Make-A-Wish Canada.

On Monday and Tuesday, employees will be distributing 5,000 coupons throughout Steinbach. Customers with a coupon who visit the restaurant from Wednesday to Sunday can make a minimum $3 contribution to Make-A-Wish in exchange for a regular sub. Customers without a coupon will have a limited-time opportunity to download the Jersey Mike’s app and earn a free regular sub after their first in-app sub purchase, and will also be able to support Make-A-Wish via a donation box near the register.

In May, Jersey Mike’s pledged to raise $1 million by 2030 for the charity, which grants wishes to children with critical illnesses. The chain’s goal is to raise at least $3,000 at the Steinbach restaurant during its first five days in business, Pascal said.

“We like to make sure that we’re part of the community — not just as an employer, but also (by supporting) the community and what’s happening within the community.”

Pascal declined to put a number on how many locations the chain plans to open in the keystone province. “Our goal is to expand across the province of Manitoba and let as many people … enjoy Jersey Mike’s as possible.”

Damian Penner, a Steinbach city councillor and co-owner of Rocco’s Pizzeria, says he welcomes the addition of Jersey Mike’s to the city.

“It’s great to see new investment in Steinbach and a national chain recognizing Steinbach’s growth,” he said. “As the city grows, more amenities come … Businesses are thriving (here).”

Steinbach counted 17,800 residents at the time of the 2021 census. The city’s current population is estimated to be between 20,000 and 22,000, Penner said.

Qdoba Mexican Grill and Pizza Pizza, respectively, opened restaurants in the city last year.

aaron.epp@freepress.mb.ca