COLUMN: Modest start led to Jimmy John’s success

S. Ahmed Merchant

First of all, I would like to thank the Iowa State Daily for this opportunity to express myself. Mr. Matthew Goodman stated in his article that he was “invited” to the hearing. It is a lie. Mr. Steve Schainker “witnessed” this hearing. The meeting was a mediation among the two parties.

I would like to bring attention to a second lie, claiming that we approached the owner of Intensitees to get Mr. Goodman to move. I have never spoken to the owner on this subject.

Then again, Mr. Goodman lies about our request that the city council revoke his license due to his lack of restrooms. The Iowa State Daily is a witness. They have a copy of our letter stating our problems for Mr. Goodman.

Our complaints simply included the abuse of our restrooms, dining area and self-serving pop machine. Also, not to mention the gyro smoke coming into our smoke-free establishment.

We were pleased with the support shown by the Campustown business community as they voiced their complaints against Mr. Goodman to us, though we chose not to aggressively pursue them. I do wonder what inspired Steve Schainker to revoke Mr. Goodman’s license after we concluded mediations. Could it have been Mr. Goodman’s wise cracking, street talking, smart-aleck attitude?

I would like to call attention to his notorious way of manipulating my name and rallying the emotions of the students against us. Someone needs to remind Mr. Goodman that I am living the American dream. Growing up in Miami, Fla., I started working at $1.65 per hour.

I have also worked for the U.S. government. I have been a two-term president of the Miami Dade Community College Foundation. I have served on the board of directors for Harper College of Chicago and have been an advisor on the board to the U.S. Congress. I’ve been to the White House. (An ornament of the state bird, the Iowa Goldfinch, which was created by my wife, has been selected as a permanent ornament that will forever ordain the presidential Christmas tree.)

On March 17, I will be honored with a National Business Council Leadership award in Washington, D.C. The first week of April, I will be a guest speaker at Buena Vista University in Storm Lake. Mr. Goodman, I am more American than you could ever be.

Mr. Goodman also accuses us of spending thousands of dollars in advertising. We spend money on advertising to our local college paper as well as sponsoring events and organizations. Yes, Mr. Goodman, I’m guilty of giving money back to the community.

He also mentions a “quarter-million dollar” store. It was only 11 years ago that our store was 600-square feet store, with red stripes and can chairs. It wasn’t until 1998 that we extended to the back area of our small store.

Memories of this small store remind me of one blizzard day in particular. We had two drivers working in difficult conditions to bring sandwiches to those students who did not have transportation. Each driver delivered around $150 in sandwiches. On top of their own tips, I gave them each $100 out of their sales for their tenacious effort. This gratuity was performed without regard to the store’s overhead, wages and food costs. We believe in honesty, hard work and procedure. Our current “quarter-million dollar” store now supports a network consisting of more than 45 hardworking employees that struggle to pay tuition, monthly expenses and rent by working here. We also have a downtown store and stores in Iowa City, and we are currently in the process of opening a store on the Drake campus. Whether it’s a foot of snow, freezing rain, stand-blowing thunderstorms or long exam nights, you can count on us. We deliver.

An alumnus wrote me a letter recently. It stated, “Jimmy John’s is in a building and cannot move. The gyro guy has a cart and could have moved, making everything fine. At least I know that whatever the conditions were, my sandwiches were always delivered fine.”

We are consistently called upon to feed the workers and athletes of Stephens Auditorium and the Hilton. Every time there is a show or concert in Stephens auditorium or Hilton, we are there. Knowing they are getting Jimmy John’s when they come into Ames seems to put a smile on their faces.

We do support the Ames community, Mr. Goodman. We also receive requests from campuses around the state to set up more stores. We must be doing something right.

As far as I’m concerned, Mr. Goodman could be on that corner for another 16 years. We will continue to show patience and tolerance while we build 16 more stores. We believe in honesty, hard work, procedure and inspiring dreams.

That is why kids go to school, to achieve the American dream. And we will make sure that we deliver.

S. Ahmed Merchant is the owner of Jimmy John’s.