The Sordid Incestuous World of Upper Midwest Sub Sandwich Chains

As an undergrad at the University of Iowa, I was a loyal customer of a local sub shop. A lifetime later I relocated back to Eastern Iowa and was able to continue patronizing Big Mike's. I don't want to overdo it here, but it's a part of my life. I'll always remember, for example, standing in line at the Coralville location with other somber customers on 9/11/01 reflecting on the World Trade Center attacks.

Eventually, rudely, shockingly, another sub chain opened a couple stores in the area. This past Spring, I deigned to give Jimmy John's a try and was astonished to find the EXACT same experience as Big Mike's! The same look and feel, the same type of bread, the same just about everything. In fact, the menus even corresponded to the point that a #1 at Big Mike's (ham & cheese) was the same as a #1 at Jimmy John's and a #4 (turkey) was likewise the same...

Now here was a mystery. A coincidence of such proportions that it could not, in fact, be a coincidence. I assigned my top investigator to this project (me) and I am pleased to report that my instincts were sound, my suspicions justified. Indeed, the investigation would go on to take an unexpected and delicious turn.

All three (four) chains are connected! I’m not sure if this qualifies me for a Sherlock Holmes Award, but here goes…

Jimmy John Liautaud founded what would become Jimmy John’s in 1983. The first location was Charleston, IL; corporate headquarters is now located in Champaign, IL. 552 stores currently open, 75 more projected in '07, 160 projected for '08.

Mike Liautaud (cousin of Jimmy John) founded Big Mike’s Super Subs in Madison, WI in 1989. This chain became Milio’s and is currently headquartered in Madison, WI. There are over 40 current locations. So that much is straightforward.

Here’s where it gets more interesting… There’s actually a THIRD cousin!

Kevin Schippers (cousin of Jimmy John and Mike) founded Erbert & Gerbert’s in Eau Clair, WI in 1988. Corporate headquarters are currently located in Eau Clair, WI. There are 45 current locations with an additional store (Denver, CO) opening soon.

So all three chains have similar menus, market space, and customers. Here’s a paragraph from one of the web sites:

Food quality is different. Our bread is baked fresh, in the store, all day long – and after only 4 hours, it goes in the “day old” bin. Our vegetables don’t arrive at the store pre-shredded and vacuum packed; they’re delivered fresh and whole. Cheeses aren’t pre-sliced. Our meats aren’t low-grade, pre-sliced leftovers; they’re premium selects. Nothing is prepackaged or microwaved, no zap-it and wrap-it here! Freshness and quality are never compromised at Milio’s Sandwiches.

Here’s a paragraph from another:

What makes Jimmy John's different from the rest is that it's honest, it's damn good, it's damn fast, at a decent price! Jimmy John's definition of fresh is worlds apart from everyone else's. Bread is baked in-house everyday and served fresh. Meat and veggies are sliced fresh in-house everyday. The turkey is real turkey, the roast beef is real roast beef – no additives, no vegetable-based fillers, no fake stuff. Nothing is delivered pre-sliced. Real Hellmann's mayo, real Grey Poupon, real olive oil and red wine vinegar – it's the best of the best.

Granted, who is going to advertise STALE ingredients and these are probably all written up by a PR Company in Manhattan anyway, but it’s still a little eerie.

I actually feel like I owe Jimmy Liautaud an apology. When I first experienced Jimmy John’s I was a little indignant on Bike Mike’s behalf, i.e., who is this TO-tal poser that stole Big Mike’s formula! Turns out that Big Mike was the poser… So sad.

I’m going to see if I can arrange to visit an Erbert & Gerbert’s (probably in Wasau) on my way up to Iron River, MI in August so I can compare, contrast, and critique all three.