Jersey Mike's IPO shows AI hype has gone too far with 22 mentions

Jersey Mike's, the submarine sandwich chain famous for its Danny DeVito ads, has filed for an IPO—and its S-1 document is a case study in AI hype run amok. The term 'artificial intelligence' or its acronym 'AI' appears 22 times in the filing, even though the company sells sandwiches, not software. In its investor risk warnings, the company vaguely states, 'We are beginning to use AI Technologies in our business,' without specifying what AI does or what risks exist. By contrast, weather is mentioned only five times, and lightning—which actually struck one of its Texas shops in 2021—gets zero mentions.

The absurdity reflects a broader trend: non-tech companies are increasingly lacing their pitches with AI buzzwords to satisfy investor appetite for anything AI-related. From aging-tech acquirers like Bending Spoons to sandwich chains, the compulsion to signal AI involvement is growing. While Jersey Mike's legitimately uses software (52 mentions) and data (112 mentions), its AI references feel like boilerplate—perhaps necessary to preempt any hint of a future AI blunder similar to Starbucks' failed AI inventory tool. But the real risk for a sandwich shop? Probably closer to getting hit by lightning than an AI catastrophe. This episode underscores how the AI hype has become so pervasive that even a sub shop feels compelled to ride the wave.