The salutation of “We’re again!” doesn’t have the most effective monitor file in American standard tradition. It was the road uttered by the evil spirit that grabs poor little Carol Anne in Poltergeist III. Promoting aficionados may recall that “We’re again” was additionally the slogan initially pitched to Apple in 1997—one which Steve Jobs proclaimed “silly,” opting to go together with “Assume Completely different” as a substitute.
After which got here this summer time, when “We’re baaack!” rang in customers’ ears but once more. This time it got here from the mouths of a few bowler-wearing, guitar-playing rodents affected by strabismus and dangerous tooth—higher often known as the Spongmonkeys—who had information to share. A onetime restaurant highflier that spiraled to its doom and all however disappeared was as soon as once more bidding for American’s lunchtime greenback.
Quiznos was again. Or, fairly, with the assistance of TV mascots final seen 19 years in the past, Quiznos was asserting its intent to come back again.
Keep in mind Quiznos?
That’s no minor ambition. Quiznos ranks among the many greatest chain restaurant collapses ever. From a excessive of some 4,700 areas at its 2007 peak, Quiznos’ unit rely now hovers round 165; barely greater than 96% of its system has disappeared.
Some specialists say the corporate can’t pull out of a dive like that. However the brass counters that Quiznos isn’t the identical model it was simply 5 years in the past. Bought out of chapter in 2018 by personal fairness agency Excessive Bluff Capital Companions, Quiznos is now a part of the Rego Restaurant Group. Together with new management, Quiznos has new retailer prototypes and new menu gadgets.
The Spongmonkies advertising is one factor that isn’t new. However the creatures are however a part of a reworked technique that will depend on reawakening a keenness for the model that Rego is assured remains to be on the market.
“We are able to see in Google search knowledge, there’s nonetheless an incredible quantity of ‘what occurred to Quiznos?’” Quiznos CMO Brent Phillip advised Adweek. “The general public [is] saying, ‘Convey Quiznos again to my group.’”
From fame to fiasco
As soon as upon a time, Quiznos was a proud progenitor of at this time’s $170 billion quick informal phase, an eatery that departed from sub-chain norms by providing premium components, trendy interiors and the (then) novelty of toasted sandwiches. All through the ’90s, franchisees flocked, and the chain grew shortly.
However no sooner had Quiznos crested than its troubles started: a 2006 IPO that left it leveraged to the tune of $500 million, after which the Nice Recession. However in response to veteran restaurant marketing consultant John Gordon, the coup de grâce was the downfall of franchisees—by the hundreds.
