Case Study: Jimmy John's achieves actionable social-media consumer insights and uncovers delivery-service issues with Crimson Hexagon

Jimmy John's - Customer Case Study

Between April 1, 2013 and March 31, 2015 Crimson Hexagon analyzed social media conversation about Jimmy John’s to understand its customers and why brand sentiment was shifting. The typical poster was 18–24 and concentrated in the Midwest (especially Illinois); while many people praised the food, overall post volume fell 15% and complaints—especially about service and delivery—grew sharply, with delivery-related posts up 22%.

The study diagnosed the issues driving negative sentiment (slow deliveries, limited delivery range, unsafe driving) and recommended prioritized fixes: scale up social customer service, add delivery updates/tracking, consider expanding delivery range, and pursue engagement tactics (e.g., playlist partnerships). The insights quantified the problem—service-related negative mentions rose substantially—giving Jimmy John’s clear, actionable steps to improve customer experience and stem declining sentiment.

Jimmy John's