Brand : Quiznos, a franchised fast-food restaurant brand based in Denver, Colorado, which specializes in preparing toasted submarine sandwiches. The restaurant chain was founded in 1981 by Jimmy Lambatos and grew to nearly 5,000 restaurants. As of the end of 2013, the chain had about 1,500 domestic locations and about 600 international locations. Quiznos is the second-largest submarine sandwich shop chain in North America, after Subway. Quiznos is now at the verge of closing down, as it has gone down from 5,000 stores at their peak to around 2,100, with hundreds of more locations close to shuttering. According to the Wall Street Journal, the top-performing franchisees are making more than one-third less than the average Quiznos did
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To serve this objective, a solid and ground reality based Integrated Marketing plan has to be prepared to rejuvenate Quiznos marketing position which it enjoyed in early 1990s. Another critical component for the survival and growth is to make strategy according to market reality and keeping in mind the real rivals in the market. Quiznos is facing tough competition from Subway.
Target customer:
Quiznos target market should include consumers ages 18-34, who have disposable income and prefer a healthier alternative to traditional fast food restaurants such as,
McDonalds or Taco Bell. Quiznos’ best interest is to keep their target market the same because its biggest competitor, Subway, has a target market of ages 16-39.
Since Subway has been successful in targeting their advertisements to that specific age range, it would be beneficial for Quiznos not to change their age group.
4
Message: While Quiznos was successful in getting attention through …show more content…
product quality
Opportunities
Employing Social Networking sites such as Facebook, Twitter etc. to gain direct access to target market
Incorporation of email coupons to customers to encourage repeat business with them and more accurately track what kind of people are eating at Quiznos
New channels of promotion provide more cost-efficient means to advertise the product such as advertising on websites Threats
Subway’s “value” centered campaign may continue to prove more lucrative in our current economy
New “artisan” ingredients may be too high in cost to sustain if sales don’t increase
Other fast growing sandwich shops such as Jimmy John’s will continue to take some of Quiznos target market and market share
Cost: In today’s economy, consumers are big on getting more for less money, therefore, many businesses promote the type of sales they are going on in their businesses. Quiznos has a big opportunity in promoting the different type of sales they have going on in their
To serve this objective, a solid and ground reality based Integrated Marketing plan has to be prepared to rejuvenate Quiznos marketing position which it enjoyed in early 1990s. Another critical component for the survival and growth is to make strategy according to market reality and keeping in mind the real rivals in the market. Quiznos is facing tough competition from Subway.
Target customer:
Quiznos target market should include consumers ages 18-34, who have disposable income and prefer a healthier alternative to traditional fast food restaurants such as,
McDonalds or Taco Bell. Quiznos’ best interest is to keep their target market the same because its biggest competitor, Subway, has a target market of ages 16-39.
Since Subway has been successful in targeting their advertisements to that specific age range, it would be beneficial for Quiznos not to change their age group.
4
Message: While Quiznos was successful in getting attention through …show more content…
product quality
Opportunities
Employing Social Networking sites such as Facebook, Twitter etc. to gain direct access to target market
Incorporation of email coupons to customers to encourage repeat business with them and more accurately track what kind of people are eating at Quiznos
New channels of promotion provide more cost-efficient means to advertise the product such as advertising on websites Threats
Subway’s “value” centered campaign may continue to prove more lucrative in our current economy
New “artisan” ingredients may be too high in cost to sustain if sales don’t increase
Other fast growing sandwich shops such as Jimmy John’s will continue to take some of Quiznos target market and market share
Cost: In today’s economy, consumers are big on getting more for less money, therefore, many businesses promote the type of sales they are going on in their businesses. Quiznos has a big opportunity in promoting the different type of sales they have going on in their