Quizno’s Sandwich Company
- March 13, 2017
- Posted by: marlenedubois
- Category: CPR Training
Quizno’s will be the second leading sub shop company today; Subway will be the first leading shop. Quizno’s does have some other competitors such as Blimpie’s along with also Jerry’s Subs; however, Subway will be Quizno’s primary competitor. The Subway website reads, “Subway will be the planet’s largest submarine sandwich chain with more than 30,000 restaurants in 87 countries.” (Subway History 2009). Rebecca Steinfort, the Chief Marketing Officer for Quizno’s said, “Our main competition will be Subway, which will be an 800-pound gorilla” (York 2009). Subway began back inside 1960’s, according to the Subway official site page. The site reads which, Subway was commenced in fresh York by Fred DeLuca along with also Dr. Peter Buck; Subway has been in business for over forty-three years (Subway, 2009).
Size along with also Trend of Industry
According to the National Restaurant Association, the quick-service restaurant industry will be very profitable; the profit revenues represent 47.5% (or $511 billion) of the food dollar. The quick service industry inside U.S. receives profits of up to 0 billion. The convenience of quick-service has proven to be a substantial success due to which industry. According to the United States Department of Agriculture, between 2000 along with also 2010, the consumption along with also spending on fast food will be supposed to boost six percent mainly because of the fresh-age families which spend more time engaging in activities outside of the home. According to an affiliate of the Dun & Bradstreet Company, Hoover Incorporated, many households favor convenience over cooking, which prompts quick-service restaurants to place their franchises in more unorthodox locations such as inside airports or gas stations. According to Hoover’s Inc., fast-food chains inside U.S. are looking to accommodate the increase in consumer spending by targeting international markets, particularly in China (Advertising Age 2009).
The company seeks to be the number one sub shop choice. In its attempt Quizno’s has made tremendous progress through its interesting, yet questionable advertising techniques. In Quizno’s advertising techniques, they have created ads which are targeted primarily to men along with also women between the ages of 18-34 years of age. According to an article via the Mcclean Marketing Group titled “Quiznos sponge monkeys revisited – Buzz isn’t enough,” the restaurants’ target audience will be 18-34 year olds along with also its spots are created with which audience in mind. inside past, Quizno’s had used a commercial ad, created by the Martin Agency, which used a sponge monkey as the spokes person. When the ad was created, the idea was to create an eye catching along with also interesting commercial which would certainly stand out via its competitors. In a Washington Post News Week article, the sponge monkey inside commercial will be described as, “A little, furry creature, wearing a bowler hat, levitates as he sings an ode to Quizno’s subs” (Stevenson 2005). some other past marketing techniques used by Quizno’s included the Quiz Kidz program, “in which a special menu was developed for the little ones along with also initially launched having a “kids-eat-free” promotion.” which Business Network article also mentions the purpose of the Quiz Kidz program, which was to attract parents who would certainly, instead of a sub, enjoy a salad or pasta. Overall, the sponge monkey commercial was a success in grabbing the attention of viewers; however, which had drawn in a vast number of complaints via customers who felt the commercial was unpleasant along with also tasteless. On the some other hand, the Quiz Kidz program was a success due to its family oriented approach. According to which Business Net article, the Quiz Kids program increased “evening along with also weekend business, which nearly tripled sales.” These are the major past marketing activities which have been presented by Quizno’s. (Edwards 2009 p. 2).
The current marketing activities which Quizno’s will be currently using include delivery along with also catering services; Quizno’s has also altered its menu to surpass Subway’s a few dollar foot-long deal. In doing so, Quizno’s will be currently offering the four dollar Torpedo sub which claims to be a better tasting sub for a lower cost. inside attempt to promote the lower priced sub, Quizno’s has taken the sexually suggestive approach in its current commercial ads. Advertising for the Torpedo sub was created by the advertising agency Nitro. The commercial ad will be focused on the Torpedo sub; however, inside commercial an actor along with also a voice over will be used; the actor along with also the voice over both say sexually suggestive phrases such as, “Put which in me,” along with also “Say which Sexy.” which commercial has also drawn up much attention for Quizno’s however which has stirred up many complaints as well. (Ehrke 2009)
In addition to the captivating commercials along with also lower priced subs, Quizno’s has developed along with also implemented the “Million Sub Giveaway.” In which tactic, Quizno’s will be offering free subs to customers who agree to share personal information; mainly their email addresses. According to an “Advertising Age” article titled, “Quizno’s throws Subway curve with Sexy 4-dollar foot-long,” “Quizno’s offered a “Million Sub Giveaway,” “which will be an online effort which e-mailed a coupon to the first million customers to give their names along with also e-mail addresses.” These marketing activities are fairly fresh to the public, along with also are continuing to be promoted on national along with also international levels (York 2009 p. 7).
According to Advertising Age, in 2008 Quizno’s spent $0 million on advertising via the Nitro Group, with the total profit/revenue at an estimated $1.9 billion. In contrast Quizno’s competitor spent over 300 million dollars on ads (York, 2009 p. 10).
Franchising a Quizno’s. According to the Quizno’s internet homepage, in order to franchise a Quizno’s certain criteria must be met. To buy a Quizno’s franchise, you need a credit score along with also a net worth of $125,000. As a part of your net worth, you need $70,000 in liquid assets like cash or stocks which you can use to invest in tour restaurant franchise opportunities. Net worth will be defined as your total assets; to ensure’s cash, stocks, homes, cars, recreational vehicles, businesses, as so on, less your total debt (Quizno’s Homepage 2009).
Referring back to the Quizno’s homepage, “You can have between three along with also six employees working at one time. You might have 15 total employees on your payroll if you use part-time employees to work on different shifts.” Also, the number of hours spent depends on the owner’s preferences, such as operating the franchise independently, or hiring a manager to oversee the stores day-to-day affairs (Quizno’s Homepage 2009).
Quizno’s has many not bad qualities as a company, three of its current strengths are the four dollar Toasty Torpedo, the commercials are very memorable, along with also Quizno’s delivers. The Quizno’s four dollar Toasty Torpedo will be cheaper than the Subway a few Dollar Footlong. In today’s economy everyone will be looking for a cheaper lunch along with also the Toasty Torpedo will be the better buy. The Quizno’s commercials over the last few years have been very memorable; they contained a memorable message along with also recently arrived on the scene having a commercial which will be getting a lot of attention. Another strength of Quizno’s will be its delivery service, Subway along with also some other fast food restaurants have not yet begun delivering, so Quizno’s will be pioneering the fast food delivery. Another strength which benefits Quizno’s will be its delivery service. Currently, participating franchises offer the services during typical lunch hours. Unlike Subway, Quizno’s delivers personal along with also catered orders to customers, having a base fee along with also delivery charge. Choosing the option of group ordering, along with also the time you would certainly like the order delivered, are also offered. These benefit Quizno’s because they have more franchises which provide the delivery service. Also, which helps the company because of the effect the economy has had on fuel prices. Rebecca Steinfort, Quizno’s senior vice-president of delivery along with also catering, explains: “We’ve seen a great response even though we have not been advertising.
The Quizno’s four dollar Toasty Torpedo will be also cheaper than the Subway a few Dollar Footlong. For 4 dollars, customers can buy a toasty torpedo sandwich before tax. In comparison, Subway’s a few dollar footlong costs $5 before tax (Green Eggs Marketing, 2008, para.1-2). Quizno’s benefits because the low cost of the sandwich can encourage customers to add on to their meals by adding a bag of chips or a soda. Those side items are low priced, along with also the total cost of the meal will not exceed $6 (Toasty Torpedo, 2008, para.2).
A weakness which Quizno’s has right today will be which although which includes a delivery service which will be very poorly advertised. The only way to discover Quizno’s delivery service will be to visit the website; on the site there will be very little information about the service. Customers should be made aware of the delivery opportunities. Another major weakness which Quizno’s has will be its prices. According to President of Quizno’s Subs Greg Macdonald, “Consumers love the sandwiches however found them too expensive” (Marketing Magazine p.3).
The next weakness which Quizno’s holds will be their advertising approaches. For instance, previous commercial ads seemed a bit tasteless along with also un-appetizing. One commercial which involved a sponge monkey was raved as disgusting along with also unnecessary. According to an article via the Commercial Archives titled, “Quiznos Dusts off Baby Bob,” Quizno’s commercials have had negative ratings along with also perceptions, despite the ads’ popularity. which will be reported inside article which, “the ads give the idea which rats are in Quizno’s subs,” (Adland p 1). Another perception of a Quizno’s ads was,” Baby Bob just isn’t very funny or interesting or anything” (Adland 1). These two commercials involved the shouting sponge monkeys, along with also the talking baby. As for the most recent commercial advertisement, there will be a huge weakness in which add. The commercial focuses on the fresh four dollar torpedo sub. While the commercial does focus heavily on the sandwich, its sexual suggestions are even heavier. To compete with Subway’s a few dollar foot long, Quizno’s has created the four dollar Toasty Torpedo.
To promote which sandwich, Quizno’s has developed a commercial which has been called inappropriate, offensive, along with also tasteless. There will be a talking oven which will be having a conversation having a chef. The oven will be repeating comments such as “Put which In Me.” According to the website onemillionmoms.com, an article titled, “Quizno’s will be more than ‘Toasty’; they are in HOT WATER,” reports various mothers who are against the fresh commercial advertising approach because of its potential affect on television viewers. The article quotes one mother as saying, “I find the homosexual innuendo tasteless, along with also which only serves to lessen the character of your company. Young children may not see the implication, however teens along with also adults certainly do”
As for the actual Toasty Torpedo sandwich, the sandwich has been reported as gross, disappointing, along with also even bland. According to an article titled, “Quiznos’ $4 Torpedo vs. Subway’s $5 foot long,” via the “Orange County News Source,” consumers have said “I couldn’t believe how bland the sandwich tasted, along with also how dry the bread was. I was actually disappointed” (Luda 2009). The Toasty Torpedo will be all reported as looking like a completely different sandwich compared to the one shown on television. which will be said which the sandwich does not even look close to what has been shown inside Toasty Torpedo commercial (Orange County News Source p 3). Quizno’s has been reported as having another weakness, Quizno’s includes a malfunctioning issue with the Million Sub Giveaway special. In which, consumers were given the opportunity to share their names along with also email addresses in exchange for coupons at Quizno’s restaurants. Though the giveaway was successful at collecting consumer data, which had a few malfunctions. inside giveaway which was reported which consumers never received their coupons, others could not print the coupons out, some Quizno’s franchises even turned the coupons away (Advertising Age 2p).
One big opportunity for Quizno’s will be to undertake international expansion. Quizno’s currently has over 500 restaurants in over 21 countries. If Quizno’s opened more restaurants in some other countries the company could continue to expand more along with also reach a larger group of customers.
Currently, Quizno’s largest threat will be Subway. Subway has launched the a few dollar foot long deal on every one of its sandwiches; in contrast, Quizno’s only offers its four dollar sub deal on select subs, which are the Toasty Torpedo subs. In addition to the sandwich deals provided by subway, they have also launched a side kick deal. In which, when a consumer buys a a few dollar sandwich via subway, they are able to choose via a variety of side orders for only a dollar. The side orders include cookies; apples, along with also a 20 ounce beverage.
Another big threat to Quizno’s right today will be the commercials which they are running to promote the Toasty Torpedo. Although which will be a memorable commercial, which may cause some problems. The Toasty Torpedo commercial uses many sexual innuendos along with also potential homosexual suggestions which could potentially cause different groups of customers to develop a negative attitude towards Quizno’s. On some other hand its competitor Subway, has developed multiple commercial ads which have a catchy jingle which promotes its a few dollar foot long subs. which jingle has been reported to be a huge success along with also has captured the attention of millions.
According to an article via the Review Atlas titled, “Get Tuned up for the Return of Advertising Jingles,” “Subway’s “a few Dollar Foot-Long” commercial contains three key ingredients of a successful jingle. which’s catchy, which’s concise along with also which tells consumers something about the company you want them to know.” (Review Atlas p, 20). The threats which Subway presents to Quizno’s are immense along with also appear to be unbeatable. Therefore, which will be essential for Quizno’s to continue to compete inside race as a leading sandwich provider
Using primarily a focus group to gain an in-depth look at Quizno’s, there was a vast amount of information. In addition to a focus group, the observation method was used to substantiate the findings which would certainly come via the focus group. On a Wednesday, at approximately 12:40pm, The Quizno’s restaurant was packed with costumers. There were consumers in every seat, along with also there was a line which stretched to the back of the restaurant. In which observation, the consumers who were seated were all eating in groups. Most of the consumers were dressed in collared shirts along with also neatly pressed dress pants. which appeared which everyone was on a lunch break. All of the customers purchased a sub which was toasted, along with also oozing with cheese. However, there was one female customer who was eating a salad, along with also appeared to be quite pleased. All of the consumers had a fountain beverage along having a bag of potato chips. As for the environment inside restaurant, which was somewhat noisy along with also crowded. In addition, the weather outside was unpleasant because of the rainfall. However, which did not stop the consumers via ordering a Quizno’s meal. Each consumer patiently waited for their meals, however, they did not appear pleased with the service. which seemed as if the workers were moving too slow, according to the consumer’s facial expressions. Also during the observation, the demographics of the consumers were obvious, including, gender, race, along with also age. During the lunch hour, there were more men than woman throughout the entire restaurant, along with also which was documented which approximately 95 percent of the consumers were Caucasian. The some other 5 percent were of some other races which ranged via African American, Asian, along with also Hispanic. The general age range was 25-45.
Though the observation method was used, the primary research method was the focus group. The focus group consisted of eight individuals; 5 of them were actually eating along with also enjoying a Quizno’s meal, along with also 2 two were inside restaurant having a friend who was waiting in line for a Quizno’s sub. The consumers all agreed to participate inside focus group; they all were delighted to do so. The age range of the focus group was 19 to 45. The focus group members were Caucasian-Americans. The majority of the focus group members were white collar workers who had decided to eat at Quizno’s for their lunch breaks. The some other half was Towson University students. The members were asked over 30 questions, including demographics, favorite Quizno’s commercials, favorite Quizno’s items, along with also least favorites items. The questions were designed to understand the underlying feelings which consumers had towards the suggestive messages displayed in Quizno’s advertisements. However, in regards to asking questions relevant to said advertisements, there was a variety of answers.
Within the focus group, the majority of them replied “I just fast forward past the commercials on my TIVO, (An interactive television application), so I have never even seen a Quizno’s commercial.” Others expressed which commercials stood out to them the most, along with also which commercials were ineffective along with also offensive. The replies ranged via “the commercials were funny;” to “the Quizno’s commercials are gross;” to “I’ve never seen any of their commercials to be honest,” to “the commercials made me hungry for subway.” One focus group member even replied, “Quizno’s will be the McDonald’s of subs, which’s sickening, they both are horrible!” Each question was directed to each member along with also each member gave an equal response. via which focus group, the underlying feelings, opinions, along with also emotions about Quizno’s were discovered, as well as their feelings about Subway. Consumers expressed personal preferences in regards to Quizno’s commercial advertising, along with also provided suggestions on how to improve which. The ultimate findings via which focus group was the low effectiveness of Quizno’s advertising approaches; primarily its television commercials.
The reason for using the focus group was to gain in-depth along with also personal information via actual Quizno’s costumers. Another reason for using which approach was to gain actual responses to recognize the short comings of the Toasty Torpedo television commercial, along with also some other advertising approaches. which approach was also effective because which allowed personal interactions with costumers; the focus group also allowed consumers to feel comfortable along with also willing to open up. A survey was not used inside research because which would certainly not exhibit the truthful feelings which consumers had toward Quizno’s. In a focus group, a firsthand response would certainly be given truthfully along with also openly.
A personal interview was not used in which research because there are so many differing opinions in regards to Quizno’s along with also its commercial ads. A focus group would certainly display the varying opinions on a more detail along with also emotional level. Ultimately, the interview would certainly limit the results to one perspective, compared to a focus group. Also, the results via a personal interview would certainly be biased along with also lack a multi-dimensional response. The focus group has positively affected the Marketing campaign, primarily by providing insight of why Quizno’s past commercials were ineffective. The results via the focus group will demonstrate the specific elements which can assist inside effort to gain more customers, while regaining lost customers through enhanced advertising strategies.
The primary target audience which will be best for Quizno’s to appeal to will be the middle class white collar segment. The middle class will be in fact the largest class inside United States, according to the Pew Research Center. The middle class will be largely comprised of married individuals with children, college students, along with also college grads. The Pew Research Center reports which 68 percent of middle class members are homeowners. which will be also reported which a large amount of middle class member eat out more than once a week; which audience will be describe as healthy individuals as well. Moreover, the middle class will be described on a geographic level as well. In which report, most middle class individuals reside in suburban along with also rural areas. Approximately 54 percent of middle class members reside in suburban areas, compared to the 40 percent which live in urban areas. According to the Social Analysis along with also Reference Groups, the middle class tends to value education, news, homeownership, along with also stability (Social Analysis p. 13). According to Dr. L Robert Khols, the director of International Programs at San Francisco State University, the middle class American also values equality, wealth, newness, innovations, success, along with also time. (Kohls, p.3-10). The middle class target audience includes a variety of demographics, geographic, along with also behavioristic elements; however, the more affluent segments of the middle class are crucial to finding the perfect target market for Quizno’s.
The 18-24 year-olds represent 26.1 million of the United States population, with the highest numbers of which demographic living inside Northeast. Whites still possess the highest population of citizens at 62 percent. Hispanics are second at 16 percent, Blacks are third at 13 percent, along with also Asians are last at 5 percent. Less than 3 percent of which age group lives at home with their parents either in school full time or not in school at all. inside U.S. 62 percent of which population have a high school diploma with some college education, while 16 percent have no high school diploma or degree. Fifty-a few percent are working middle to low-income full-time jobs, with personal earnings amounting to 60,000 dollars. A little over half of the individuals in which age group have never been married, along with also currently have no children. According to the Journal of Advertising Research, “which generation of citizens are idealistic, socially conscious, individualistic, anti-corporate, speak their minds along with also dress as they please.” (Kapner, 1997). which will be because of these reason which which particular segment will be difficult to advertise to. They do not succumb to the usual advertising methods which have proven to be successful for some other age groups (Wolburg, 2001). Those in which age group which are college students are also important because of the impact they have inside market. In numbers they can influence others because of how quickly they adopt fresh products, along with also how quickly they develop brand loyalties which will last long into adulthood (2001).
which target market consists of middle class males who are between the ages of 25 along with also 39. The salaries of which market ranges via 35,000 to 50,000 dollars a year. They are fresh in their careers; mostly in not bad health along with also value time as they do money. Most of the individuals in which market area are in a managerial position (Lexis-Nexis, Valios). To further support which will be an article via Restaurants along with also Institutions. The article reads, “Middle-class consumers are most likely to say which casual-dining restaurants are their primary dining-out choices.” which market has also been reported to eat at restaurants which reflect their social status. The Restaurant along with also Institutions site article reads, “Middle-class consumers are more likely than lower-middle-class or upper-middle-class consumers to say which their restaurant choices reflect their social status.” The article says which these middle class individuals have a range of household incomes starting at 35,000 dollars a year. To also illustrate which target markets value of time will be the Restaurant along with also Institutions article, which reads which most individuals in which middle class market will more than likely not wait more than thirty minutes for a meal; nor will they wait which amount of time to be seated at any restaurant; “nearly one-third of these consumers purchase lunch on weekdays, the members of which demographic also feel time-pressed” (Hume, Restaurants along with also Institutions, 2008 p5). which target market appears to value time, work, money, along with also quick-meals. which group will be a great market because of the large amount of members who dine out frequently during the week.
which suggested target market mostly comprises of males who are white collared workers between the ages of 41 along with also 65; they are mostly married with children along with also typically live in suburban areas, however work in urban areas. which segmented group will be a not bad target market due to its growing numbers in corporate work fields. Therefore, since the amount of white collar workers has increased, so possess the amounts of lunch breaks which can be catered to by Quizno’s. According to a report via the United States General Accounting Office, the workforce will be increasing with elderly workers. In which was reported a 19 percent increase in white collar workers who are between the ages of 55 along with also 77. These numbers were calculated for the year of 2008 (GAO projections 2008). The report also illustrates the median salaries of white collar workers who are between 55 along with also 74. More specifically, the report says which a large amount of white collar workers, between 55 along with also 64, are in executive or administrative positions, earning over 50,000 dollars a year. which will be one target market which Quizno’s should consider due to its growing size. Another report via the Pew Research Center illustrates, in a series of charts which the percentage of males, who are between the ages of 40 along with also 60, tend to be in professional or executive positions. The report describes most of these individuals as being married with an average of two children; about 45 percent of these individuals have a ranging salary of 50,000 to 100,000 (Pew Research Center, p.68. 2009). The reason which market may be a great choice will be due to the available financial resources which these individuals hold. Another major reason due to which target market choice will be due to TIVO. via the results of the focus group which was conducted, the older members of the group admitted to fast forwarding through commercials. With the TIVO feature, commercial spots are being missed along with also un-heard by older middle class workers. inside focus group, most of the older members had never even seen a Quizno’s commercial; yet, they are familiar with the restaurant however not its specials. The goal will be to reach out to the more affluent middle class male workers because they are able to afford commercial filtered television; thus, decreasing the amount of commercial viewership. Therefore, which will be necessary to heavily target which market in a fresh along with also innovative manner. To support which will be Stephen Baker, via Business Week, who reports, “Approximately 6.5 million TiVo-like devices are currently in use inside U.S. along with also 70% of them are routinely used for commercial avoidance; the devices are threatening to bring the $60-billion-a-year TV advertising business to its knees” (Business Week, p 1). Therefore, the Elder market segment will be the main focus for the enhanced Quizno’s marketing strategy.
Not only will be advertising necessary for Quizno’s, more attractive along with also tighter advertisements are needed. Subway will be Quizno’s leading competitor along with also will be having much success. Subway has advertisements which range via jingles, to funny skits, to special meal deals. In contrast, Quizno’s will be the second leading sub dealer; therefore, which will be necessary for Quizno’s to keep up with Subway on a constant basis. which will be important for Quizno’s to target its consumers through a combination of advertising forms. These forms include image advertising, along with also national advertising,. With image advertising, Quizno’s will possess the opportunity to transform its image as the second leading sub provider. According to an article via the Microsoft Corporation titled “Advertising,” image advertising gives a product a personality which will be unique, appealing, along with also appropriate to ensure the consumer will want to choose which over similar products which might fulfill the same need” (Microsoft 2009 p. 9). National Advertising will be absolutely necessary for Quizno’s to continue with to ensure consumers are continuously reminded of Quizno’s; thus, fervently competing with Subways advertising approaches. The significance of which national advertising approach involves informing the nation about Quizno’s its image, along with also its products on a continuous basis. The purpose due to which continued national advertising approach will be to developing loyal consumers; thus, having them choose Quizno’s over its competitors. According to the Microsoft Corporation article, “national advertising tries to build consumer loyalty to a product or service.” (Microsoft 2009 p. 2). Gaining loyal customers will be the objective in using the national advertising approach.