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    Quiznos Launches Value Pricing Strategy

    New national ads and redesigned menu boards tout the chain's 20 subs for under $5.

    DENVER -- Quiznos redesigned its menu boards and launched a new ad campaign to promote its newest pricing strategy: more than 20 sub sandwiches priced for less than $5, according to a report by Nation’s Restaurant News.

    The ads, which will air nationally for several weeks, feature three chefs interviewing customers in a "man on the street" format and showing their reactions when they are told the sandwich they are eating can be purchased at Quiznos for less than $5.

    Consumers have assumed getting high-quality sandwiches means paying a higher price, said Dave Deno, chief executive of Quiznos, the franchisor of more than 5,000 units.

    "Consumers view Quiznos as a quality product and a 'step up' from many other quick service offerings ... but we are also trying to communicate in a more direct fashion that consumers don't have to sacrifice quality for price any longer," Deno said.

    Quiznos' new promotion comes as the chain continues to face pressure from sandwich segment leader Subway and its popular $5 Footlong promotion, the report noted.

    The price reductions on more than 37 Quiznos sandwiches, entrees and other items will be reflected on new in-store menu boards, divided into four core categories: Signature, Premium, Everyday Value and Flatbread Salads. Each one offers a single price point for each size and a simple option to create a cost-effective combo meal, Quiznos stated.

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