Know Your Target Market

Overview of Quiznos

History and Background

Quiznos, a popular fast-food restaurant chain, was founded in 1981 by Jimmy Lambatos and Todd Disner in Denver, Colorado. The company quickly gained traction and expanded its presence, opening numerous locations across the United States. By the end of 2004, Quiznos had grown to more than 2,500 restaurants and hit the impressive $1 billion sales mark.

Quiznos’ Marketing Challenges

While Quiznos initially experienced rapid growth and success, it faced significant marketing challenges in the mid-2000s. The company aimed to distance itself from the fast-food label and position itself as a fast-casual restaurant, aligning with the booming trend in the industry. However, these efforts were met with various difficulties.

In the mid-2000s, Quiznos encountered closures, the discontinuation of TV advertisements, and ultimately filed for bankruptcy in 2014. This period marked a challenging time for the brand (Digiday).

However, in 2018, Quiznos underwent a change in ownership, being acquired by High Bluff Capital Partners. Since then, the brand has undergone a revitalization process, implementing new strategies to revive its presence in the market. These strategies include activations, targeted digital advertising, promotions, and more. Quiznos has embraced a digital-first marketing approach, leveraging the power of digital channels to quickly adapt based on customer reactions (Digiday).

By focusing on innovative marketing techniques and embracing nostalgia through the reintroduction of the Spongmonkeys, Quiznos aims to revamp its marketing efforts and reconnect with its target market. This digital strategy seeks to leverage the nostalgia associated with the mid-2000s-internet stardom, bringing back familiar elements to engage both new and existing customers (Digiday).

SWOT Analysis of Quiznos

Conducting a thorough SWOT analysis allows us to assess the strengths, weaknesses, opportunities, and threats of Quiznos, providing valuable insights into the fast-food chain’s current standing and potential areas for improvement.

Strengths

Quiznos possesses several strengths that contribute to its competitive advantage in the fast-food industry. These strengths include:

• High-quality ingredients: Quiznos prides itself on using high-quality ingredients, including premium meats, cheeses, and freshly baked bread, which sets it apart from many of its competitors.
• Toasted sandwiches: The unique selling point of Quiznos is its toasted submarine sandwiches, providing a distinctive flavor and texture that resonates with customers seeking a satisfying and indulgent dining experience.
• Brand recognition: Despite facing challenges and bankruptcy in the past, Quiznos still maintains a level of brand recognition, benefiting from its long-established presence in the fast-food market.

Weaknesses

While Quiznos has its strengths, it also faces certain weaknesses, which require careful consideration and strategic planning. These weaknesses include:

• Lack of product differentiation: Market research suggests that Quiznos struggles to differentiate itself from other sub and sandwich brands, with customers perceiving its menu as lacking innovation and its sandwiches as average.
• Limited target audience: Quiznos’ marketing strategy lacks a specific target audience, which may hinder its ability to effectively tailor its offerings and messaging to resonate with a particular customer segment.

Opportunities

Identifying and capitalizing on opportunities is crucial for the growth and success of any business. For Quiznos, potential opportunities include:

• Revitalization through digital marketing: Quiznos has embraced a digital-first marketing approach, leveraging targeted digital advertising, activations, and promotions to revamp its brand image and connect with customers in a rapidly evolving digital landscape.
• Expansion into new markets: Quiznos can explore opportunities to expand its presence into new markets, both domestically and internationally, to reach a wider customer base and increase its market share.

Threats

Understanding potential threats is essential for proactively managing risks and maintaining a competitive edge. Quiznos faces the following threats:

• Intense competition: The fast-food industry is highly competitive, with numerous players vying for market share. Quiznos competes with both large chains and local sandwich shops, requiring a strategic approach to differentiate itself and attract customers.
• Changing consumer preferences: As consumer preferences evolve, Quiznos must remain adaptable to meet shifting demands. Failure to keep up with changing trends and preferences could result in a decline in customer loyalty and market share.

By analyzing the strengths, weaknesses, opportunities, and threats, Quiznos can gain valuable insights to guide its strategic decision-making process. Addressing weaknesses, capitalizing on opportunities, and mitigating threats will be crucial in positioning Quiznos for long-term success in the fast-food industry.

Quiznos’ Marketing Strategies

To ensure the success of any business, it is essential to have effective marketing strategies in place. Quiznos, the fast-food chain known for its toasted submarine sandwiches, has implemented various marketing strategies to reach and engage its target market. Let’s explore Quiznos’ target market analysis, rebranding efforts, and digital marketing approach.

Target Market Analysis

Quiznos primarily targets health-conscious consumers and lower-middle income urban adults, offering high-quality and healthy toasted submarine sandwiches (MBA Skool). However, the brand has recognized the importance of expanding its customer base and focusing on a younger demographic. According to a Prezi presentation, Quiznos aims to attract the 18 to 34 age group, which comprises 65% of its customer base, by increasing brand awareness and engagement (Prezi).

To effectively connect with this younger target market, Quiznos has embraced various marketing strategies, including a digital-first approach.

Rebranding Efforts

After being acquired by High Bluff Capital Partners in 2018, Quiznos embarked on a journey of revitalizing its brand. The company implemented rebranding efforts to enhance its image and revive customer interest. These efforts have involved activations, targeted digital advertising, promotions, and more, with a focus on digital channels to quickly adapt based on customer reactions (Digiday).

One notable rebranding campaign from Quiznos was the use of the Spongmonkeys, a nostalgic internet sensation from the mid-2000s. This campaign aimed to leverage nostalgia and generate buzz around the brand. By tapping into the nostalgia factor, Quiznos aimed to reconnect with previous customers and capture the attention of new ones (Digiday).

Digital Marketing Approach

Recognizing the importance of digital channels in reaching and engaging with the target market, Quiznos has adopted a digital marketing approach. The company plans to connect with customers through various social media platforms such as Twitter, Instagram, and Snapchat. By leveraging these platforms, Quiznos aims to better connect and build relationships with the younger demographic.

In addition to social media, Quiznos is implementing digital advertising and influencer marketing as part of its new strategy. By utilizing digital advertising, Quiznos can reach a wider audience and effectively communicate its offerings and promotions. Partnering with influencers allows Quiznos to tap into their existing fan base and leverage their influence to promote the brand and attract new customers.

The revamp of Quiznos’ marketing strategy, including the focus on a younger demographic and the utilization of digital marketing channels, is crucial for the brand to stay competitive in the fast-food industry. By adapting to the changing preferences and behaviors of their target market, Quiznos aims to attract a new generation of customers who resonate with their offerings and build a strong brand presence in the digital landscape.

Quiznos’ Target Market

To effectively cater to their customers, Quiznos has identified and targeted specific segments of the market. By understanding the demographic and psychographic characteristics of their target audience, Quiznos can tailor their marketing strategies and offerings to meet their needs.

Demographic Analysis

Quiznos primarily targets health-conscious consumers and lower-middle-income urban adults, offering high-quality and healthy toasted submarine sandwiches. While Quiznos’ current marketing strategy does not have a specific target audience, the company has recognized the importance of focusing on a particular demographic.

In recent years, Quiznos has shifted its marketing strategy to target a younger demographic, specifically the age group of 18 to 34. According to Prezi, this age group comprises 65% of Quiznos’ customer base. By focusing on this younger audience, Quiznos aims to increase brand awareness among the younger generation and attract a new customer base.

Psychographic Analysis

In addition to the demographic analysis, Quiznos also considers the psychographic characteristics of their target market. The company aims to engage with customers through social media platforms like Twitter, Instagram, and Snapchat to better connect with the younger demographic. By leveraging these platforms, Quiznos can showcase their offerings and interact with their target market in a way that resonates with their preferences and lifestyle.

Quiznos’ target market is likely to consist of individuals who value convenience, quality, and healthy food options. These customers may seek out Quiznos for its high-quality toasted submarine sandwiches, which cater to their health-conscious preferences (MBA Skool). Market research suggests that customers prioritize quality over price and are willing to spend more if the product meets their expectations.

By understanding the demographic and psychographic characteristics of their target market, Quiznos can tailor their marketing efforts to effectively reach and engage with their desired audience. This includes utilizing social media platforms, implementing digital advertising, and influencer marketing as part of their overall strategy to capture the attention of the younger demographic (Prezi). To address the preferences and desires of their target market, Quiznos may also consider expanding their menu options, enhancing their online presence, and opening franchise locations in areas surrounding schools and universities.

Quiznos’ Website Analysis

To gain insights into Quiznos’ online presence and user engagement, let’s analyze the traffic sources and user demographics of Quiznos’ website.

Traffic Sources

According to data from SimilarWeb, Quiznos.com receives its traffic from various sources. The majority of visitors come from direct sources, accounting for 46.04% of the traffic. Direct sources indicate that users are directly typing the website URL into their browsers or accessing it through bookmarks.

The second significant traffic source is search, contributing to 32.67% of the website traffic. This implies that users are discovering Quiznos.com through search engines by entering relevant keywords or phrases. Optimizing the website’s search engine visibility can help attract more visitors.

Referrals make up 21.03% of the traffic, indicating that users are arriving at Quiznos.com through links from other websites. Collaborating with relevant partners or influencers to generate referrals can be an effective strategy for increasing website traffic.

User Demographics

Quiznos.com attracts a primarily American audience, with 93.03% of visitors browsing from the United States, as per SimilarWeb. Other notable countries contributing to the website’s traffic include Canada at 1.13% and India at 0.67%.

In terms of age demographics, Quiznos.com is most popular among users aged 45-54, capturing 23.07% of the audience. The age group of 35-44 follows closely at 18.56%, and users aged 25-34 make up 16.70% of the visitors. Understanding the age distribution of the website’s audience helps tailor marketing strategies to engage these specific age groups effectively.

In terms of gender, the website sees a higher proportion of female visitors at 58.47% compared to male visitors at 41.53%. This information can guide the development of targeted campaigns and content that resonates with the website’s predominantly female audience.

Analyzing the traffic sources further, Quiznos.com receives the highest percentage of visitors from social sources at 62.89%. This demonstrates the significance of social media platforms in driving traffic to the website. Mail contributes to 19.01% of the traffic, indicating that email marketing plays a role in attracting visitors. Display ads account for 16.47% of the traffic, suggesting that targeted advertising campaigns are effective in directing users to Quiznos.com.

By understanding the traffic sources and user demographics of Quiznos’ website, the company can refine its marketing strategies and tailor its content to better engage its target audience.

Recommendations for Quiznos

To enhance its position in the competitive fast-food industry, Quiznos should consider implementing the following recommendations:

Addressing Weaknesses

Quiznos needs to address its weaknesses to improve its market standing. Market research indicates that customers perceive Quiznos as offering sandwiches that are average and lacking uniqueness (Source). To overcome this perception, Quiznos should focus on:

• Menu Innovation: Introduce new and exciting menu options such as wings, salads, and desserts to attract customers looking for variety and novelty.

• Quality Emphasis: Highlight Quiznos’ commitment to high-quality ingredients and preparation techniques to differentiate itself from competitors and cater to customers who prioritize quality over price.

• Quicker Service: Optimize operational efficiency to ensure prompt service, meeting the expectations of customers seeking faster dining experiences.

Expanding Target Market

While Quiznos primarily targets health-conscious consumers and lower-middle-income urban adults (MBA Skool), expanding the target market can help increase customer reach and revenue. To achieve this, Quiznos should consider:

• High-End Bistro Positioning: Reposition Quiznos as a high-end bistro sandwich brand, emphasizing its quality offerings and premium experience to attract customers willing to spend more for a superior dining experience.

• University and School Locations: Open franchise locations near schools and universities to tap into the student market and capture the attention of young consumers who often seek convenient and quick dining options.

Improving Online Presence

In today’s digital age, a strong online presence is crucial for success. Quiznos should focus on enhancing its digital marketing efforts and online visibility. Key recommendations include:

• Social Media Engagement: Utilize social media platforms to engage with customers, create brand awareness, and communicate promotional offers and new menu items. This approach can help attract a wider audience and build a loyal customer base.

• Website Optimization: Continuously improve and optimize the Quiznos website to provide a seamless and user-friendly experience. This includes enhancing website speed, mobile responsiveness, and online ordering capabilities.

• Search Engine Optimization (SEO): Implement SEO strategies to improve search engine rankings and increase organic traffic. This can be achieved through relevant content creation, keyword optimization, and link building.

By addressing weaknesses, expanding the target market, and improving its online presence, Quiznos can position itself for growth and success in the competitive fast-food industry. These recommendations aim to capitalize on Quiznos’ strengths while addressing areas that need improvement, ultimately enhancing the overall customer experience and driving business growth.