Quiznos CMO: We Want to Be Pepsi to Subway's Coke
01/31/2008 09:56
Could Quiznos be growing up?
The sandwich chain that gave us Baby Bob, a man suckling a wolf and those curious Spongemonkeys is now showing a softer and gentler side. Chief Marketing Officer Steve Provost, a former executive at Yum Brands, said the chain is trying to win back women, many of whom have been alienated by its focus on big rolls, double meat and fancy sauces.
A recent spot by agency Cliff Freeman & Partners, New York, features an average-looking woman on a park bench enjoying a Sammie, a 200-calorie, gyro-style product priced at $2. She's seated next to a supermodel type who says, to the woman's delight: "I hate you."
Though the traditional fast-food target is teen males, McDonald's has successfully lured more women, and the demographic makes sense for Quiznos, which has struggled with profitability in recent years. Last year turnaround artist Greg Brenneman, formerly of Burger King, took over as CEO, promising to boost franchisee profitability and expand into new areas, such as airports.
Though the traditional fast-food target is teen males, McDonald's has successfully lured more women, and the demographic makes sense for Quiznos, which has struggled with profitability in recent years. Last year turnaround artist Greg Brenneman, formerly of Burger King, took over as CEO, promising to boost franchisee profitability and expand into new areas, such as airports.
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