Quiznos started out with a brand strategy of being a step above competitors like Subway or fast food chains like McDonald’s (NYSE: MCD), but that strategy wasn’t working. Before things went too far south, Quiznos brought in a new CEO a year ago (January 2007) to turn things around, John Brenneman, who had a reputation for getting things done bouyed by his successful turnaround of Continental Airlines and Burger King.
Brenneman put together a team and started making changes. The verdict is still out about whether his efforts will turn Quiznos around or not, but he does seem to be heading in the right direction with the introduction of a low price sandwich a few months ago, the Sammie, that costs just $2.00. Other large changes include a focus on on the web orders and delivery. Many franchisees located near businesses believe the added cost to employ delivery drivers is worth it when they begin getting huge, regular lunch and meeting orders from those companies.
Quiznos will also launch a new advertising campaign voiced by actor Michael Clarke Duncan and using the tagline, “Mmmm, Quiznos love what you eat.” While I think the slogan is nothing new and frankly, boring, when it’s stated by Michael Clarke Duncan, it will probably sound a lot superior and be fairly memorable. I have to admit I’m disappointed by the new slogan though. For a company that’s trying to reinvent itself to stay competitive, this tagline seems lackluster and ‘been there, done that.’
What do you consider Quiznos efforts to stay afloat? Will they be enough? I actually had no idea that Quiznos delivers now. I’m going to check to see if my local Quiznos offers delivery service (not all franchises do). It’s rare that I would get a chance to stop and eat at Quiznos, but I just might call and place an order for delivery.
Tags: Quiznos, Sammie, Quiznos Subs, Greg Brenneman, Subway, Quiznos franchise, McDonald’s, positioning, reposition, brand, branding, rebranding, marketing
Entries (RSS)