Growth Strategies Case Study

Quiznos Sub in 2006

OR

Abstract:
Quiznos was a fast-food sandwich chain specialised in toasted submarine sandwiches in North America. Though still a fraction of the size of Subway, it had over 4400 outlets in the US alone, over 300 in Canada, and 100 other outlets scattered in 13 other countries. The company was aggressive at expansion; it opened a new store every 16 hours. The Subway restaurant chain was the world’s largest submarine sandwich franchise chain and had held number one position since 2001. By February 2006, Subway had opened more than 25000 restaurants in 83 countries. Subway and Quiznos were locked in an unusual competition. They competed for the same market. At the same time, they shared a common goal of luring customers away from the burger joints. One analyst believed Quiznos offered a better product than Subway but might have limited its growth potential by positioning itself between fast food and fast casual. Quiznos’ aggressive movements signaled intentions similar to Subway’s early ambitions. Could Quiznos up root Subway from the number one position in the sandwich franchise market?

Pedagogical Objectives:

• To discuss the growth and expansion strategies of Quiznos, a relatively small company and how it posed threat to the market leader
• To discuss various advertisement campaigns of Quiznos
• To analyse the unique business model of Quiznos.

Keywords : Quiznos Subs; Subway; Fast Food Restaurant; Fast Casual; Sandwich Chain; Submarine Sandwich (Subs); Franchise; Marketing; Advertising; Promotion; Low Carb sandwich; Business Model; Growth Strategies Case Study; Industry leader; Product Differentiation

Contents : 
Change in décor and name
Low-carb flatbread sandwiches
Super Bowl ad Campaign
Baby Bob (talking baby) Campaign
Subway v/s Quiznos