QUIZNOS MARKETING STRATEGY

Current Marketing Strategy  Quiznos’s strategy is basically ‘ the same size fits all ’ with no specific target audiences.  It positions itself as a high end bistro sandwich with better quality and higher price tag than its competitors in the market.  Quiznos markets itself with at least $5 price tag, emphasizing that the quality of products used is better.  To expand its reach in the country, Quiznos has introduced a new lease-to-own concept for aspiring restaurateurs with a $5000 investment. Its targeting more aspirational entrepreneurs and restaurateurs for bettering their reach.  Quiznos advertises itself as a toasted sandwich brand but does not focus on its menu choices, which is its biggest negative.

Market Research  To understand how Quiznos is perceived by a sub and sandwich eater, we conducted a mix of online and personal surveys.  We received 34 replies within the age group of years who mostly asserted their preference for Subway. Quiznos was an option only out of convenience and not as a preferred choice.  The respondents said that they had no loyalty towards Quiznos as the menu had nothing new to offer and the sandwiches were simply average.  We also found an interesting preference for quality rather than price and people do not mind spending more if the sandwich was worth the price tag.  The market research concluded with the derivation that the customers would like a better menu, ambience, quicker service and newer products.

New Strategy Quiznos needs a fresh start desperately or otherwise, it will be heading for another bankruptcy. To start anew, Quiznos can do the following:  Quiznos Lounge, a high end bistro with higher prices in addition to Quiznos, an ordinary sandwich joint with prices at par with Subway.  It needs to reposition itself from being a toasted sandwich joint to provide more wings, salads and desserts to the menu. Quiznos can also promote itself as a ‘place’ to eat from morn to eve and add home delivery options too.  Quiznos needs to use social media to appeal to the masses and promote themselves as a brand which offers fresher quality, high sub sandwiches.  Quiznos should open franchisees in areas surrounding schools and Universities. The lounges should be opened in up-scale areas where consumer spending is high.

Suggestions  Overall, Quiznos needs a total change. The service quality of employees need to improve and their serving time should reduce. The sandwiches need to be prepared in open, in front of the customers and not in a closed kitchen.  The company’s décor has drawn a lot of flak- it needs brighter colors with a more cheerful atmosphere.  Quiznos should restart its ‘Round Table Meetings’ with its franchisees, where the employees can voice their opinions and make suggestions.  The company has to invest in supporting franchisees and motivating its employees, developing their skills to effectively represent the Quiznos brand.