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Running Head: Quizno’s Marketing Plan

9.3 Marketing Plan

Quizno’s / Quizno’s Café

Cody J Nicks

24 May 2020

Embry-Riddle Aeronautical University

Quizno’s Marketing Plan Product/service: Quizno’s Subs Executive summary – Quizno’s subs was once a staple of American fast food, those days have faded. This outline will provide a roadmap to re-establishing market presence through vast changes to our existing locations as well as the implementation of a more niche spinoff of our restaurant’s called “Quizno’s Café”. This roadmap outlines the steps, actions, and investment required to relaunch Quizno’s and regain market share in the fast food/deli market. With good marketing and new and improved menu options, Quizno’s will finally be given an opportunity to shed off the years of marketing neglect and grow into the giant it was always meant to become. Mission Statement - We boldly believe that your food should taste great and that we should use only the highest quality ingredients to create your perfect lunch (Quizno’s, 2020). Current marketing situation – -Market Overview: Fast food market specializing in sandwiches -Market needs: healthy and diverse menu options to include options for people on fad or restrictive diets. -Audience: Individuals who live busy lifestyles that need quick and affordable food without sacrificing their health and fitness goals. Focus on marketing to individuals below the $50,000 a year household income as they make up 52% of the customers in our market (Brennan, 2013). SWOT analysis – -Strengths -Geographical expansion in more successful areas than previous store locations. -Healthier meal options compared to traditional fast food restaurants. -Weaknesses -Previous Ad campaign failures. -Subway dominates current market with 62.4% market share compared to our 3.7% (Brennan, 2013). -Opportunities -Offer new products that can attract consumers who are tired of the same old sandwiches sold by current competition. -Opportunity to relaunch the brand and hope to pull some consumers out of prior loyalty. -Threats -the rising cost of ingredients to make sandwiches. -Established dominant key players such as Subway for Quizno’s. -Established dominant key players such as Panera Bread for Quizno’s Café.

Quizno’s Marketing Plan -Gourmet sandwiches (Quizno’s Café) -Relaxed and upscale atmosphere (Quizno’s Café) Action programs - -Close and convert stores in areas with high consumer spending into “Café Quizno’s”, a high end café that offers superior quality food in a more romantic and welcoming atmosphere than traditional Quizno’s, our objective is to expand out and try to reach into the niche markets of more expensive deli’s and cafés. -Renovate current Quizno’s locations by modernizing and changing the atmosphere from bleak and boring to vibrant and clean therefore increasing the appeal for people to want to sit down and enjoy their meal in the restaurant. -Revamp customer loyalty programs to further entice return customers. Budgets – Total budget $150 Million -MARKETING $20M in online and social media marketing $15M for TV advertisement campaign $5M for billboard and other physical ad locations -Renovations $50M for renovations of remaining ~400 stores (Maze, 2018) -New locations $30M to secure and launch trial run of Quizno’s Café in top 15 locations -Food testing $10M in food and ingredient testing/polls to build new and improved menus -Unused budget space $20M in unallocated budget to spend where necessary among the above categories Controls – -Implement and analyze customer feedback through intuitive in app or online feedback process. -Monitor Quizno’s market share over the next fiscal year and adjust actions taken accordingly. -Review data on performance of Quizno’s café and continue searching for prospective locations for the new chain.

Quizno’s Marketing Plan References:

Brennan, A. (2013, October). Sandwich & Sub Store Franchises. Retrieved May 2nd, 2020, from

http://big.assets.huffingtonpost.com/sandwich.pdf

Maze, J. (2018, June 13). A brief history of Quizno’s' collapse. Retrieved May 9, 2020, from

https://www.restaurantbusinessonline.com/financing/brief-history-quiznos-collapse

Magicalme394. (2006, March 31). “Quizno’s” [Video File]. Retrieved from

https://www.youtube.com/watch?v=aZrks-BPeLQ

Quizno’s Mission, Vision & Values. (n.d.). Retrieved April 26, 2020, from

https://www.comparably.com/companies/quiznos/mission