Emily Farra Caitlin Pitts Bethany Stayer Sarah Johnson Jim Brattin Jessica Linxwiler.

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