Competition be dammed Quiznos needs to make money at the store level or else. Quiznos could be the restaurant chain that is shrinking the fastest. That does not happen when the store level metrics provide a healthy profit. In 2006 Quiznos had 5,125 units open last year they had 2,800.
Searching for answers Quiznos repositioned its menu at the low end with items the ilk of the $3 Sammies and $4 Torpedoes and clearly that did not work for those items are gone now with a menu that has been reengineered with a focus on “high-quality” and high price this tactic may not work any better.
In 2007 Quiznos implemented the lower price menu options to deal with a prevalent price, value, service disconnect with consumers. While the price, value, service equilibrium continues to reset industry wide most companies utilize LTO’s to gravitate toward a new pricing point or shift positions. Quiznos AUV’s are still falling at this point this looks like simply more window dressing.
What is the heritage of Quiznos? What do consumers think the heritage is? Rebuilding a brands heritage with either a low price menu or a high price menu is not strategy with any proven success. Chain restaurant menus and brands must be integrated together. A plethora of companies utilize Foodservice Solutions® 5 P’s of food marketing: Product, Packaging, Placement, Portability and Price with consumer trends and brand attributes added and find consumer relevance and success.
Quiznos franchisees simply need to make money or this Denver-based sub-sandwich company will continue to see a reduction in franchisees. Restaurant chains either grow or they shrink. If the trend is your friend this signals that Quiznos will continue to shrink.