Denver-based Quiznos cuts the price on 37 sandwiches


Denver-based Quiznos launched a new campaign this week touting lower prices on its tasty toasted subs, including twenty sandwiches under $5. The national ads show three chefs interviewing customers on the street; one features "real reactions" from people when they are told the sandwich they're eating can be bought for under five bucks.

"Consumers view Quiznos as a quality product and a 'step up' from many other quick service offerings, but we also know that many made the assumption that a better product meant a higher price," said Dave Deno, CEO of Quiznos, in a prepared statement. "The dramatic changes we are making to our pricing and menu reflect what Quiznos has always stood for, simply a better sandwich, but we are also trying to communicate in a more direct fashion that consumers don't have to sacrifice quality for price any longer."

Quiznos has dropped the price on 37 of its sandwiches in all, and also redesigned its menu.

Though I've written extensively over the past couple of years about bitter disputes between Quiznos and its franchise owners, I've never heard a single franchisee complain about the product they sell. They love those hearty toasted sandwiches -- that's often why they wanted to buy a franchise in the first place.

In fact, even the strangest and most recent dispute between the company and a franchisee began with a secret inspection by Quiznos to make sure franchisees were putting enough meat in the Prime Rib Philly Cheesesteak.

There's no doubt that Quiznos prides itself on putting out a product better than that of the competition. But unfortunately, a quality product costs money. Just because Quiznos drops the price on a sandwich doesn't mean it's charging its franchisees any less for the food they have to buy to make that sandwich. Franchise owners have complained before that massive coupon and double-meat ad campaigns killed their bottom lines.

How this new menu plays out for the individual sandwich sellers remains to be seen, but one thing is sure: It's a great deal for us hungry consumers. -- Jessica Centers

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