Emily FarraCaitlin Pitts
Bethany StayerSarah Johnson
Jim BrattinJessica Linxwiler
Quiznos Now
#2 Sandwich chain behind Subway
Market share
0.96-1.2% of fast food market
Recent restaurant closings
Toasted = no longer a novelty
SWOT Analysis
Strengths• Original toasted sub• Wide range of products• Global company• Bold flavors
Weaknesses• Advertising strategy• 2nd in consumers’ mind
Opportunities• Expansion in urban areas• Promote healthier options• Focus target audience
Threats• Subway• Restaurant closures
Problem
Second in the mind of the consumer
Lack of brand loyalty/identity
Advertising
A-Quad
Attitudestasteful, healthy, young,
educated, modern, fresh, fun, bold, different, zesty
AttributesVariety (menu), fresh ingredients,
nutrition, quality, affordable
AlliesCurrent loyal customers, Vendors (Pepsi), ….
AdversariesSubway, Jimmy Johns, etc., drive-thru restaurants
Ideal Consumer
Name: Jim SmithGender: Male Education: College EducationIncome: Middle ClassLocation: ChicagoMarital Status: SingleChildren: NoneAge: 25
Achiever
Brand Strategy
Target Audience: male demographic, early 20s, single, fresh out of college, achiever
Reposition Quiznos as a fun, bold choice through the use of humor
Interactive Media Plan
Online Social Media Sites, TV vs. Youtube
Media Plan: Facebook and Twitter
“like” on FB and receive deals.
Follow on twitter and get special deals
Spokesperson: Aziz Ansari
Commercial spots and twitter feeds
Interactive Media Plan
Commercial
Quiznos Commercial