Quiznos
Rebrand Concept
The Quiznos brand is one many recognize with the large “Q” and their famous slogan “MMMM..Toasty.” The problem is that fame doesn’t always bring fortune. Quiznos has seen a sharp decline in recent years. With strong competition from many players, it has become common to see a Quiznos with a “closed” sign outside.
There are two main factors that can account for the brand’s decline. The first is a lack of a strong brand differentiator. The second is the abysmal state of franchise support. Quiznos biggest unique proposition is toasting the sandwich, which is something most chains now do as well. With a franchise model is dependent upon franchisees. Without strong support a franchise business falls apart.
So the concept of the refresh tries to address both of these issues. Looking into Quiznos past, I discovered that the whole reason for toasting the sandwiches was to release the flavors. So with the refresh I wanted to re-imagine the brand with a focus on flavor not just toasting. I also wanted the brand to take advantage of the decrease in locations by striving for a community focus. To this end I wanted Quiznos to start using food trucks as an alternative to some brick and mortar locations. This would give the brand a more intimate feel while also keeping costs lower for franchisees. To play on the theme of “flavor crafting” I wanted to create a beer brand that makes recommendations on what subs compliment the beer best. Finally, to make sure franchisees get the support they need, I concepted a platform “Forged by Fire.” It will be a direct link between the parent company and the individual franchisees. In this way I hope to alleviate some of the communication problems the brand is having.
