A few years ago, my older brother introduced me to Jersey Mike's. I was skeptical as I’m not really a sandwich guy, but like most older brothers, he was right. Since then, I’ve not only become a sandwich guy, but it has also become my favorite sandwich shop.
Suddenly, I found myself with a new interest in the quick-serve restaurant (QSR) space, so several months ago, I decided to run an experiment. I signed up for their loyalty program, and collected every SMS message they sent me to pull back the curtain on the lifecycle program powering ~15M+ members and $3.3B in yearly sales
And what I found was a masterclass in habit engineering. Most brands think experimentation means constantly coming up with new creative concepts and campaigns. What Jersey Mike’s figured out is that experimentation doesn’t always have to be complicated. They focus on simplicity and repetition to build habits.
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