As consumers increasingly seek differentiated dining experiences and creative flavor combinations, REGO Restaurant Group continues to transform the Quiznos brand with the introduction of a new brand identity following a strategic, data-driven insights process conducted in partnership with growth and transformation consultancy, Prophet.
The re-brand initiative, which was guest-tested and refined before being introduced to franchisees late last year, has begun to roll out, with several prototype locations planned to open in 2021. The comprehensive brand transformation focuses on consumer preferences for differentiated flavors, a desire to explore new tastes, group dining occasions, and a drive-thru experience geared towards convenience and speed. Flavor-forward items and new menu categories will be created to attract guests at various times throughout the day, not just for lunch but at happy hour and dinnertime as well.
“We want to be top-of-mind when consumers are searching to satisfy a craving or are seeking just the right experience to enliven their everyday with a moment of flavor,” says Mark Lohmann, President of REGO Restaurant Group, which owns Quiznos. “If innovation had a flavor profile, it would be a Quiznos sandwich. We’ve got some fun surprises up our sleeves in the new menu buildout that will deliver on the new strategic positioning in which we have invested.”
To begin the roll-out, existing Quiznos franchisees will pioneer a new store design prototype that other franchisees can model. Quiznos will offer a remodel package allowing restaurants to incorporate the new design and menu elements and reimagine the physical expression of the brand. Flat top grills and fryers will also be part of the new equipment package that will allow Quiznos to bring never-before-seen menu items to guests. Additionally, in mid-2021, Quiznos.com will be updated to reflect the new branding along with other digital channels including the brand’s loyalty program, Toasty Points. The new branding has already begun to show success, with early business development conversations starting to generate potential new growth.
“In addition to meeting the evolving needs of our consumers, this initiative is also an opportunity to bring best-in-class returns for our franchisees, as we reestablish our role as category leaders,” says Tim Casey, CEO of REGO Restaurant Group. “Our franchisees’ economic model is a priority, and we are making sure that this remodel delivers on that.”
REGO partnered with an Austin-based Prophet team to conduct extensive consumer insights, analyze data collected to identify a clear opportunity for Quiznos’ forward-looking strategy, and refine the Quiznos brand. The new strategy and brand identity took COVID-related learnings into consideration and were consumer-tested prior to implementation. The Quiznos logo, which was last updated in 2001, is one visual expression reimagined to further emphasize the brand’s best-in-class, premium sub sandwich offerings.