Is it a sandwich or a taco? A snack or a meal?
The Sammie, the newest product from Quiznos, can fit into just about any category. A 200- to 300-calorie concoction of meats and greens folded into flatbread that sells for US$2, the Sammie is a key ingredient in Greg Brenneman’s recipe to reshape the 5,200-restaurant sandwich chain—along with delivery, online ordering, new venues like kiosks in airports, colleges and likely even a big box retailer.
There are about 435 Quiznos outlets in Canada, said a spokeswoman at the company’s Canadian headquarters in Toronto.
Brenneman’s agenda is ambitious, designed to better position Quiznos in the fast-food industry—where restaurants aim to please consumers who want convenient food while keeping one eye on the pocketbook and another on the sagging U.S. economy.
Brenneman’s other ideas are intriguing, particularly delivery service and online ordering, said Darren Tristano, executive vice-president of Technomic Inc., a restaurant consulting company. “Very few chains are doing online ordering. The next generation really wants that,” he said.
Brenneman has borrowed from two previous turnaround projects—Continental Airlines Inc. and Burger King—for his revitalization of Quiznos, which he joined in January 2007 as chief executive officer.
Quiznos was plagued by franchisee complaints about high food costs, low profits and company restrictions on how they could do business.
Brenneman and his team found the chain had a strong brand but weak profits, due to corporate decisions made over the years. The complex menu featured 29 sandwiches, including specialty sandwiches, each available in three different sizes and three different prices. Quiznos used coupons to attract patrons.
Brenneman assembled a team of fast-food industry veterans and began a “detoxing’’ process. They retooled the menu, eliminating about 15% of the items. They reduced their use of coupon offers to draw traffic; the company plans to issue only four to five coupons this year.
With the changes, food costs for franchisees fell about 4% across the board, but transactions per store slowed before beginning to pick up in the fourth quarter, said Steve Provost, chief marketing officer.
This month, Quiznos is also unveiling a new advertising campaign featuring the baritone voice of actor Michael Clarke Duncan and a new slogan, “Mmmm, Quiznos love what you eat.”
