Marketing

Jersey Mike's annual Month of Giving generates $25M for charities

The record intake in March surpassed the sub sandwich chain's previous high mark by 19%.
Jersey Mike's staff and charities
Peter Cancro, center, with Jersey Mike's colleagues and representatives of the charities they support. | Photo courtesy of Jersey Mike's

Jersey Mike’s Subs raised $25 million for charity during March, its annual Month of Giving event, beating last year’s record collection by $4 million.

The fundraising effort has become a signature of the chain, building on what started as a Day of Giving. On that day, which fell this year on March 27, every dollar in sales collected by 2,700 Jersey Mike’s units is donated to charities. Participation by franchised stores is voluntary.

The day has consistently been the busiest of the year for the brand. “We look forward to it all year,” said Caroline Jones, SVP of Jersey Mike’s and the daughter of CEO and founder Peter Cancro.

The Day of Giving expanded to the whole month of March in 2011. For the 30 other days in the month, units encourage customers, employees and other members of the community to join them in making donations.

Since the giveback effort was extended to a month, Jersey Mike’s has collected over $113 million for a wide array of charities. This year’s proceeds are being divvied up among 200 organizations.

The Month of Giving is a pillar of the giveback culture Cancro has strived to cultivate within the Jersey Shore-based operation, which he acquired when he was 17 and has led ever since.

The sandwich chain is one of the industry’s fastest-growing brands, with about 300 stores added per year. It specializes in subs whose meats are sliced in front of the customer at the point of ordering.

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