Sandwich shops compete for $5 lunch emphasizing health and value
Sandwich shops compete for $5 lunch ?emphasizing health and value
Once you find it, the site is very impressive. It features the $5 footlong of the month, menu, nutritional information, dieting tips and an email signup mechanism for coupons. There is also a section to explore Fogle's journey from a 425-pound college student to 33-year-old marathon runner.
Quiznos gets points for using the domain Quiznos.com as its consumer-facing site. The site prominently features discounts and offers, such as $1 off a regular sub, and it dominates the natural search results on both Google and Bing. It also highlights the company's menu offerings.
Both companies have loyalty programs, each with their own strengths and weaknesses. Quiznos has the Q-Club, which gives those customers regular promotional offers. It is easy to sign up for online and easy to use. Once a consumer signs up, they instantly receive an email coupon. The problem is that it doesn't have clear incentives. Consumers do not know what they will get in exchange for a specific purchase.
Subway on the other hand, has a comprehensive program, "big 'L' loyalty," as Carlos Dunlap, practice director of loyalty consulting at Kobie Marketing, calls it. "It's not as easy to sign up for Subway's program, but it is more robust," he says. "Consumers know how to earn points. If I buy this sandwich, I'll get a free cookie. The perceived value is clear. Quiznos doesn't make this clear."
The downside to the Subway program is that customers have to purchase refillable cards to get points for their purchases. "Don't put another piece of plastic or key fob in people's hands," says Dunlap. "They [Subway] should provide some other kind of identifier, like a mobile phone number or email address as the mechanism for tracking behavior."
When it comes to social media, Subway is the clear leader of the two quick-service restaurants. Subway has close to 50,000 Twitter followers and about 4.5 million Facebook fans, compared with Quiznos' 8,500 Twitter followers and 212,000-plus Facebook fans. Subway's also got a strong social media strategy and posts strategic content such as deals on sandwiches and the health information of menu items. "Their message is consistent, and they are using their social media pages mostly as a promotional vehicle which is good," says McGilvray.
Subway is a much larger company with a much bigger following, but despite that context, Quiznos' social media approach needs improvement. Shapiro says that there isn't a compelling reason for people to interact with Quiznos. "It is not clear what they are trying to promote to their audience," he says. "Their content is all over the map. They've got coupons like other brands but they've also got posts about the Royal Wedding and Earth Day, and they don't have a very high engagement for these posts."
Subway wins by a landslide against its smaller, younger competitor. Quiznos loses points for its unfocused brand messaging, unclear loyalty program, lack of a social media strategy and an email effort that has room for improvement. Subway's strong branding, sophisticated social media execution and straightforward rewards program make it the clear champion.