Never compete on price…someone will always go lower.
Quiznos appears to have adopted a “how low can you go” approach to pricing in response to Subway’s “$5 Dollar Foot Long” campaign – which raises the question “How does your organization differentiate itself from the competition?”
What is your value proposition?? What makes you unique?
In a press release touting the new ‘strategy’, Dave Deno, chief executive of Quiznos, the franchisor of more than 5,000 units offers the following rationale:
“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.
My question is this – if the customer views Quiznos as a step up from many other quick service offerings, why not focus on that point of differentiation?? Yes, the economy is tough but people are still willing to pay for things they value – when the value is clearly communicated.? Aren’t there any other tangible, unique benefits offered by Quiznos?
Well, at least this is a step above the famous Spong Monkeys campaign!
