DENVER Quiznos said it has redesigned its menu boards and launched an ad campaign to promote its newest pricing strategy: more than 20 sub sandwiches for less than $5.
The ads, which will air nationally for several weeks, feature three chefs interviewing customers in a "man on the street" format, showing their reactions when they are told the sandwich they are eating can be purchased at Quiznos for less than $5.
Consumers have assumed getting high-quality sandwiches means paying a higher price, said Dave Deno, chief executive of Quiznos, the franchisor of more than 5,000 units.
"Consumers view Quiznos as a quality product and a 'step up' from many other quick service offerings ... but we are also trying to communicate in a more direct fashion that consumers don't have to sacrifice quality for price any longer," Deno said.
Quiznos' new promotion comes as the chain continues to face pressure from sandwich segment leader Subway and its popular $5 Footlong promotion.
The price reductions on more than 37 Quiznos sandwiches, entrees and other items, will be reflected on new in-store menu boards. The new menu boards are divided into four core categories: Signature, Premium, Everyday Value, and Flatbread Salads. Each category offers a single price point for each size, and a simple option to create a cost-effective combo meal, Quiznos said.
