Quizno is the second leading PBX company today; The metro is the first major business. Quizno has competitors such as Blimpie and Jerry's Subs; but is the primary competitor of Subway Quizno. The Subway website says: "Subway is the world's largest submarine sandwich chain with more than 30,000 restaurants in 87 countries." (Metro History 2009). Rebecca Steinfort, CEO of Quizno, said: "Our main competition is Subway, an 800-strong gorilla" (York 2009). The metro started in the 1960s, on the Subway's official website. The site read that the Subway was in New York with Fred DeLuca and Dr. Peter Buck; The metro has been operating for more than forty-three years (Subway, 2009).
The size and trend of industry
According to the National Restaurant Association, the fast-food restaurant industry is very lucrative; revenue gains account for 47.5% of the food dollar (or $ 511 billion). US fast-track service achieves $ 120 billion in profits. The convenience of fast service proved to be a major success for the industry. According to the United States Department of Agriculture, between 2000 and 2010, the consumption and release of a fast food restaurant is expected to increase by 6 percent, mainly due to new-age families spending more time in home-based activities. According to Dun & Bradstreet Company, a subsidiary of Hoover Incorporated, many households prefer convenience to cooking, which causes fast-serving restaurants to place their franchises at less inappropriate locations such as airports or petrol stations. According to Hoover Inc., fast food chains aim to increase consumer spending in the US by targeting international markets, especially in China (Advertising Age 2009).
The company strives to select the number one retail space. In its quest, Quizno has made tremendous progress with its interesting, yet questionable, advertising technology. Quizno's advertising techniques have created ads that are primarily between men and women aged between 18 and 34. "Quiznos Sponge Monkeys Revised – Buzz is Not Enough" is an article from the Mcclean Marketing Group, "The target audience for restaurants is 18-34 years old and spots are held in the public eye. In the past, Quizno used commercial advertising, which was created by the Martin Agency, which uses sponge monkey as a sprayer The idea was to create an eye-catching and interesting advertisement that would stand out for its competitors when creating an ad The Washington Post News Week article describes the commercial spy message as follows : "A small, hairy creature wears a hat cape while playing singing under Quizno" (Stevenson 2005). Other previous marketing techniques used by Quizno included the Quiz Kidz program in which a special menu was developed for the little ones and originally a "child-eating-free" promotion. "This is Business Network article also mentions the objectives of the Quiz Kidz program, which attract parents who can enjoy a salad or dough instead. Overall, he was the commercial success of the coworker when he grabbed the audience's attention; nevertheless, he raised numerous complaints from customers who felt that the advertisement was unpleasant and tasteless. On the other hand, the Quiz Kidz program was successful thanks to its family-centered approach. According to the Business Net article, the Quiz Kids program increased the evening and weekend business, almost tripling sales. These are the most important past marketing activities that the Quizno presented. (Edwards 2009, p. 2)
Quizno's current marketing activities include transportation and catering services; Quizno also changed its menu to surpass Subway's five-dollar business. In doing so, Quizno is currently offering the four-dollar Torpedo base, according to which lower prices have better taste support. In its attempt to promote low-priced subjects, Quizno applied the sexually suggestive approach to its current commercial ad. Torpedo was advertised by the Nitro advertising agency. Commercial advertising focuses on the bottom of the Torpedo; however, in the commercial use of an actor and a voice is used; the actor and the voice both say sexually suggestive terms: "Put me in" and "Say sexy". This ad also paid a lot of attention to Quizno, although it raised a number of complaints. (Ehrke 2009)
In addition to stunning advertisements and lower priced subscribers, Quizno has developed and implemented "Million Sub Giveaway". In this tactic, Quizno offers a free subscription to customers who agree to share their personal information; primarily their e-mail address. According to the article "Advertising Age," Quizno throws the Subway Curve with a Sexy $ 4 Footstool, "" Quizno has offered "Million Sub Giveaway." This is an online effort emailing the coupon to the first million customers to enter their name and e-mail address. "These marketing activities are fairly new to the public and continue to be popular nationally and internationally (York 2009, 7)
In 2008, Quizno spent $ 90 million on advertising through the Nitro Group, total profits / the estimated value of the revenue was $ 1.9 billion, while the Quizno competitor spent more than $ 300 million on advertising (York, 2009, p. 10)
Franchise, according to A Quizno's website, has to comply with Quizno's terms You need a credit point and a net worth of $ 125,000 to purchase a Quizno franchise, as part of your net worth $ 70,000 in liquid assets such as cash or stocks that you can invest in tour restaurant franchises Net worth is the total wealth the cash, the stocks, the ot thonok, cars, recreational vehicles, businesses, so on, less all their debts (Quizno's Homepage 2009).
Returning to Quizno's home page, "You have 15 employees at a time when you hire part-time employees for a variety of jobs, depending on the owner's preferences, such as the franchise, or a manager's appointment to supervise daily affairs (Quizno &
Quizno has a number of good features, three current strengths are the four-dollar Toasty Torpedo, the ads are very memorable and Quizno provides. Quizno's four-dollar toast torpedo is cheaper than the Subway Five Dollar Footlong Everyone is looking for cheaper lunch, and Toasty Torpedo is a better buy. other strength of the delivery service, the metro and other fast-food restaurants have not yet begun, so Quizno is the pioneer of fast food delivery. Another advantage of Quizno is the delivery service. At present, participating franchisees offer services in typical lunchtime. Unlike Subway, Quizno's personal and ordered orders are sent to customers, a basic fee and a shipping fee. Choosing the option of group order and the desired time of ordering are also available. These are the benefits for Quizno as there are more franchises that provide the delivery service. This also helps the company because of the impact of the economy on fuel prices. Rebecca Steinfort, President of Quizno and Senior Vice President of Hospitality, said: "We got a great response, even if we did not advertise it.
Quizno's four-dollar tofu torpedo is also cheaper than Subway Five Dollar Footlong. before tax, they can buy a hot torpedo sandwich, compared with the $ 5 cost of Subway to $ 5 before tax (Green Eggs Marketing, 2008, para.1-2). Customers add a bag or a soda to the food pages are low-priced and the total cost of a meal does not exceed $ 6 (Toasty Torpedo, 2008, paragraph 2.)
A is the weakness of Quizno now that, although it has a delivery service, Discovering your quizno delivery service is a visit to the site, there is very little information on the site about the site. The other major weakness of Quizno is the price, "says Greg Macdonald Quizno, vice president," consumers like sandwiches but are too expensive "(Marketing Magazine p.3).
The next weakness that Quizno holds is the advertising approach. For example, earlier commercial ads seemed a bit tasteless and appetizing. An advertisement that affected a cigarette was terrible and unnecessary. According to the commercial archive "Quiznos Vacuum Cleaner on Baby Bob", Quizno's ads showed a negative rating and perception despite the popularity of the ads. The article states that "the ads give the idea that rats are in Quizno subs" (Adland p 1). Another view of Quizno's ads is that "Baby Bob is not too funny or interesting or anything" (Adland 1). These two advertisements were among the screaming sponge monkeys and the talking baby. As far as the latest ad is concerned, there is a huge weakness in this addendum. Trade focuses on the new four-dollar torpedo section. Although advertising places great emphasis on the sandwich, sexual suggestions are even harder. With Subway's five-dollar race, Quizno has set up a four-dollar toasted torpedo.
To promote the sandwich, Quizno has developed an advertisement that is called inappropriate, offensive, and tasteless. There is a talking oven that talks to a chef. The oven repeats comments such as "Put it In". Onemillionmoms.com says that an article in "Quizno's Over Toasty" in HOT WATER, "said mothers who resisted the new commercial advertising approach because they could potentially influence television viewers. article quotes one mother saying that "homosexual senselessness is tasteless and serves only to reduce the nature of your companionship: young children do not see the consequences, but teenagers and adults certainly will not"
Tofu torpedoes sandwiches, sandwiches are brutal, disappointing and even pale. "Quiznos" $ 4 Torpedo vs. Subway $ 5 feet long, "Orange County News Source" says "I could not believe how tender the sandwich was and how dry the bread was. I was very disappointed "(Luda 2009). All Toasty Torpedo looks like a completely different sandwich than on television. It is said that the sandwich is not nearly as close to what appeared in the Toasty Torpedo (Orange County News Source p 3). Quizno has already reported another weakness, Quizno has a flawed problem with the Million Sub Giveaway special. Consumers have been given the opportunity to share their name and email address against the Quizno restaurants' coupons. Although the publication was successful in collecting consumer data, some mistakes have occurred. It was reported in the publication that consumers never got their coupons, others were unable to print coupons, some Quizno franchises even turned their coupons (Advertising Age 2p).
Quizno is a great opportunity for international expansion. Quizno currently has more than 500 restaurants in more than 21 countries. If Quizno opened several other restaurants in other countries, the company could further expand and reach a larger group of customers.
At present, Quizno is the biggest threat to the Subway. Subway launched a five-dollar business deal on each of its sandwiches; Quizno, on the other hand, offers only four dollars sub-contractors for the selected subs, which are the Toasty Torpedo subs. In addition to the sandwiches offered by the metro, a side trial was also launched. In this case, if a consumer buys five dollars of sandwiches from the subway, they can only choose one dollar from various subscriptions. Side orders include cookies; apple and a 20 ounce drink. Another big threat for Quizno is now the ads that aim to promote the Toasty Torpedo. Although this is a memorable advertisement, it may cause some problems. The Toasty Torpedo business uses a lot of sexual treatment and potential homosexual suggestions that potentially create different customer groups to create Quizno's negative attitudes. On the other hand, its competitor, Subway, has developed commercials that have catchy jingle, which promotes a five-dollar footnote. This jingle meant enormous success and captured the attention of millions.
The article "The Get Up for the Return of Advertising Jingles", Subway's Five Dollar Foot-Long, contains three key components of successful stripes: catchy, concise, and telling consumers something about the company you want to know. "(Review Atlas, p.20) The threats Subway presents to Quizno are huge and seem unbeatable, so it is important that Quizno continues to compete in competition as a leading sandwich provider
Quizno was used by a focus group to look more closely at Quizno, with a large amount of information, in addition to the focus group, the observation method was used to support the results of the focus group. On Wednesday, around 12:40, Quizno's restaurant was filled with consumers Every consumer was seated in every seat, and there was a line that reached the back of the restaurant, and in this observation, the consumers who sat were eating in each group.The majority of consumers were dressed in shirts and dressed in beautifully pressed trousers It seemed everyone every customer bought an apple that was roasted and ate cheese. However, there was a female client who ate a salad and was satisfied. Every consumer had a fountain drink and a bag of potato chips. The restaurant was somewhat noisy and crowded. In addition, the weather was unpleasant for rain. However, this did not prevent consumers from ordering Quizno's meals. Every consumer waited patiently for their food but did not seem happy with the service. Workers seemed to move too slowly according to the consumer's facial expressions. During the monitoring, consumers' demographics were evident, including gender, race and age. During the lunchtime, the entire restaurant had more men than women, and documented that around 95 percent of consumers were Caucasian. The other 5 percent were in other African, Asian and Hispanic competitions. The general age group was 25-45.
Although the observation method was applied, the primary research method was the focus group. The focus group consisted of eight people; 5 of them actually eat and enjoy Quizno's meals, and two of them were in the restaurant with a friend quizno waiting for the bottom. Consumers agreed to participate in the focus group; they all liked it very much. The age group of the focus group was 19-45. The focus group members were Caucasian. Most of the focus group members were white-collar workers who decided to eat lunch at Quizno during lunch breaks. The other half were students at Towson University. Members received more than 30 questions, including demographic information, favorite Quizno ads, favorite Quizno elements, and the least-favored items. The questions were designed to understand consumers' underlying feelings about the warning messages in Quizno's ads. However, when asking questions about these ads, they received many answers.
Within the focus group, most respondents answered "TIVO (Interactive Television Application), so I've never seen Quizno's ad." Others expressed the advertisements they were most concerned about and which advertisements were ineffective and offensive. The answers "the advertisements were funny"; that "Quizno's ads are gross"; "I've never seen anything in my ads to be honest," "the ads were hungry for the metros." A focus group member also replied, "Quizno is McDonald's and the subs, it's tedious, both of them horrible!" Each question was directed to each member and each member gave equal answers. From this focus group, they discovered the underlying feelings, feelings and feelings of the Metro on Quizno. Consumers express their personal preferences regarding Quizno commercial advertising and made suggestions on how to improve. The final result of the focus group was the low efficiency of Quizno's advertising approaches; primarily in television commercials.
The focus group was used to obtain deeper and personal information from actual Quizno customers. One of the reasons for this approach was to provide current responses to the shortcuts to Toasty Torpedo television advertising and other advertising approaches. This approach was also effective because it allowed personal relationships with consumers; the focus group has also made it possible for consumers to be comfortable and openness. The survey was not used in research because it did not show consumers the fair feelings for Quizno's. In a focus group, the answer from the first hand is verified and openly transmitted.
Personal interviews have not been used in this research because they have as many different opinions as Quizno and commercial ads. The focus group showed different opinions at emotional and emotional level. Finally, the interview limited the results to one aspect compared to the focus group. The results of a personal interview are biased and do not have a multi-dimensional response. The focus group positively influenced the marketing campaign, primarily by gaining insight into the impact of previous Quizno advertisements. The focus group results showcase the specific elements that can help you gain more customers while recovering lost customers through improved advertising strategies.
The most appropriate target audience for Quizno is the most attractive, middle class white collar segment. The middle class is actually the largest class in the United States, according to the Pew Research Center. The middle class consists of mostly married individuals with children, college students and college students. According to the Pew Research Center, 68 percent of middle class members are homeowners. They also report that a large number of middle class members eat several times a week; this audience is also known as healthy individuals. In addition, the middle class is also described at a geographical level. In this report, most middle class people live in suburban and rural areas. Nearly 54% of middle class members live in suburban areas, compared to 40% of urban areas. According to social analysis and reference groups, the middle class intends to evaluate education, news, ownership and stability (Social Analysis page 13). Dr Robert Khols, director of the International Program of the State University of San Francisco, says middle-class Americans value equality, wealth, newspapers, innovations, successes and time. (Kohls, 3-10) The middle-class target audience has many demographic, geographic and behaviorist elements, but richer segments of the middle class are key to finding the perfect Quizno marketplace.  18-24 year olds represent 26.1 million people in the United States, where the population of the White population is still 62 percent, Spaniards 16 percent, Blacks 13 percent, Asians 5 percent, less than 3 percent of this age group live at home with their parents, either in full-time or at school. In the United States, 62 percent of these populations have secondary school qualifications, while 16 percent have no secondary school diploma or degree. Fifty percent of them work with medium and low income full-time jobs and their personal income is $ 60,000. In this age group Some more than half of the living individuals have never been married and have no children at present. According to the Journal of Advertising Research, "Citizens of this generation are ideal, socially conscious, individualist, outsider, their minds and their clothes as they wish." (Kapner, 1997). This is because this segment is difficult to advertise. They do not ignore the usual advertising methods that have proved successful for other age groups (Wolburg, 2001). Those age groups who are college students are also important for the impact on the market. In others, they can influence others as they quickly adopt new products and quickly develop brand loyalties that last for years in adulthood .
This target market is made up of middle class men who are between the age of 25 and 39. The pay market changes from 35,000 to 50,000 per year. They're fresh in their careers; most of all at a good health and value time, because of their money. Most people in this area are in leadership positions (Lexis-Nexis, Valios). For further support, this is an article about restaurants and institutions. The article reads: "Middle class consumers are likely to say that casual restaurants are the primary dining options." This market also reported eating in restaurants that reflect their social position. The article in the restaurant and institutional website reads: "Middle class consumers are more likely to be in lower middle class or middle class consumers to say their restaurant choices reflect their social status." The article says that these middle-class individuals have a household income line of $ 35,000 a year. To illustrate these target markets, the time value is the restaurant and institutional article, according to which most of the middle class market will probably not wait for more than thirty minutes with meals; and do not expect the time to sit at any restaurant; "Almost one third of consumers buy lunch on a daily basis, demographics feel good" (Hume, Restaurants and Institutions, 2008 p5). This target market seems to appreciate time, work, money, and fast food. This group is a great market as most members often dine during the week
This recommended target market is mostly men who are underwear workers between the ages of 41 and 65; mostly married with children and typically living in suburban areas but working in urban areas. This segmented group is a good target market due to the growing number of corporate work areas. Therefore, as the number of white-collar workers grew, a break-in for lunch that Quizno can serve is also needed. According to the United States General Accounting Office, the workforce is growing among older workers. This meant a 19 percent increase in white-collar workers between the ages of 55 and 77. These figures are for 2008 (GAO 2008 forecasts). The report also shows that the average earnings of white collar workers are between 55 and 74 years. According to the report, a large number of white-collar workers are aged between 55 and 64 years in leadership or administrative positions, earning more than 50,000 dollars a year. This is a target market that Quizno needs to take into account due to its growing size. According to another report by the Pew Research Center, how many percent of men who are aged between 40 and 60 are in professional or managerial positions on a series of charts. The report describes the majority of individuals as having two children on average on marriage; about 45 percent of these individuals pay between 50,000 and 100,000 (Pew Research Center, June 6, 2009). The reason why this market is a great choice is thanks to the financial resources available to these individuals. One of the main reasons for this target market is the TIVO. Based on the results of the focus group, the older members of the group were quickly transmitted through advertisements. With the TIVO function commercial spots are not accepted and heard by middle class workers. In the focus group, most of the older ones have never seen a Quizno ad; they still know the restaurant, but not their specialties. The goal is to reach richer middle class men, because we are able to allow commercial filtered television; thus reducing the amount of commercial exposure. Therefore, this market needs to be strongly targeted in a new and innovative way. This is supported by Stephen Baker, Business Week, who claims: "There are about 6.5 million TiVo-like devices currently in the United States and 70% used routinely for commercial avoidance, devices threatening $ 60, billion-year-old television advertising knee "(Business Week, p 1). Therefore, the older market segment will be the focus of the expanded Quizno marketing strategy.
Not only does Quizno have to be advertised, more attractive and tighter ads are required. The Metro is Quizno's leading companion and has many successes. The metro includes ads that range from jingles, amusing skits to special meals. Quizno, on the other hand, is the second leading sub-trader; That's why Quizno needs to keep up with Subway. It's important that Quizno is targeting your customers with a combination of forms of advertising. These forms include image ads and national ads. With image ads, Quizno will have the ability to convert the image to the second leading provider. According to the article "Advertising," published by Microsoft Corporation, the image ad gives you a unique personality that is unique, appealing and appropriate for consumers to choose similar products that can meet the same demand "(Microsoft 2009 p. 9) Advertising is vital for Quizno to continue to keep consumers remembrance of Quizno, thus competing heavily with Subways' advertising methods. Continuous product development The purpose of the ongoing national advertising approach is to create loyal consumers, including the ability of Quizno to compete with its rivals In order to choose the Microsoft Corporation article, "National Advertising attempts to create consumer loyalty to a product or service. "(Microsoft 2009, page 2) The goal of obtaining loyal customers is to use the nation's advertising approach
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