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Quiznos Â Case Â Study Â
Stratford Â University Â
Quiznos Â sells Â themselves Â as Â â??The Â little Â sub Â shop Â that Â began Â over Â 30 Â years Â ago Â
in Â Denver, Â CO Â still Â has Â the Â same Â bold Â ideas Â that Â we Â had Â in Â the Â beginning. Â We Â
boldly Â believe Â that Â your Â food Â should Â taste Â great Â and Â that Â we Â should Â use Â only Â
the Â highest Â quality Â ingredients Â to Â create Â your Â perfect Â lunch.â? Â Â They Â pride Â
themselves Â in Â making Â every Â sandwich Â to Â order Â and Â maintaining Â
uncompromising Â quality Â in Â their Â product. Â Â They Â embrace Â diversity Â and, Â
according Â to Â their Â corporate Â website, Â strive Â to Â â??contribute Â to Â a Â workplace Â
where Â our Â team Â members Â are Â compassionate Â and Â show Â respect Â for Â our Â
different Â backgrounds, Â values, Â and Â beliefs.â? Â Â
Quiznos, Â based Â in Â Denver, Â Colorado Â is Â a Â franchised Â fast Â food Â restaurant Â that Â
specializes Â in Â toasted Â submarine Â sandwiches. Â It Â was Â started Â in Â 1981 Â by Â
Jimmy Â Lambatos, Â who Â began Â to Â sell Â franchises, Â under Â the Â name Â Quiznos Â
American Â Inc., Â about Â two Â years Â later Â to Â fund Â expansion. Â Â Â This Â expanded Â the Â
number Â of Â stores Â to Â 18 Â when Â it Â the Â entire Â chain Â was Â purchased Â by Â Rick Â and Â
Richard Â Schaden Â in Â 1991, Â changing Â the Â name Â to Â The Â Quiznos Â Franchise Â Corp. Â
In Â 1995 Â Quiznos Â became Â publicly Â traded. Â Â At Â its Â peak, Â Quiznos Â had Â 5000 Â
restaurants Â both Â domestically Â and Â internationally. Â Â Their Â main Â competitor Â
was Â Subway. Â Â Â Â
During Â the Â recession Â of Â 2007-Ââ?2009, Â approximately Â 2000 Â Quiznos Â closed. Â
Avenue Â Capital Â Group Â of Â New Â York Â purchased Â the Â majority Â of Â the Â company Â
stock Â Â in Â January Â 2012, Â to Â help Â eliminate Â the Â $900 Â million Â debt Â and Â to Â infuse Â
some Â capital Â into Â the Â company Â to Â keep Â it Â afloat. Â Â However, Â even Â with Â the Â
infusion Â of Â capitol Â and Â hiring Â of Â the Â former Â UPS Â store Â president Â as Â CEO, Â on Â Â
March Â 14, Â 2014, Â Quiznos Â filed Â for Â Bankruptcy. Â Through Â Chapter Â 11 Â Quiznos Â
hopes Â to Â restructure Â its Â debt Â and Â make Â improvements Â in Â its Â operations. Â
During Â the Â period Â between Â 2002 Â and Â the Â present, Â a Â number Â of Â law Â suits Â were Â
brought Â against Â Quiznos, Â one Â even Â ending Â it Â the Â suicide Â of Â a Â franchise Â owner. Â Â
However, Â many Â analysts Â suggest Â that Â the Â major Â problem Â underlying Â Quiznos Â
decline Â is Â their Â marketing. Â Â
Questions Â for Â Reflection: Â
â?? View Â some Â of Â the Â advertisements Â used Â by Â Quiznos Â over Â the Â years Â at Â
â?? What Â problems Â do Â you Â see Â with Â the Â advertising? Â
â?? What Â do Â marketing Â experts Â say Â about Â who Â Quiznos Â is Â and Â how Â they Â
sell Â their Â product? Â Â
â?? What Â would Â you Â do Â differently? Â
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