Take It Face To Face

Earlier this month, I wrote a blog post discussing the merit of free food giveaways at restaurants. At the time, I concluded that these promotions, though initially costly for the venue, are ultimately beneficial because of the positive publicity they invite.

Though I still agree with this statement, I’d like to issue an addendum. A word to the restaurateur considering this sort of campaign: if you say you’re going to give something away, you actually have to do it.

Spotlight on Quiznos, whose reputation (in the eyes of at least six people I know) has just gone completely down the drain.

Earlier this week, the nationwide sub franchise began the Million Sub Giveaway, a campaign that is deceptive both in name and concept. Those interested in the deal were asked to sign up through Quiznos website, and soon after received a personalized coupon by email.

The trouble started when it came time for redeeming these coupons. During my visit, the woman behind the counter informed us, with no further explanation, that her location would not be accepting the coupons. All five people waiting in line (most of who had been planning on spending money) promptly left the store.

One holdout location would be a minor frustration, surely, but this was only the tip of the iceberg. A pair of my friends, eager to redeem their coupons, visited two more locations in Washington, DC only to be turned away yet again.

One store expressed the sentiment that they would no longer make good on their promise of a free sub because felt they had given away too many. Yes. 1,000,000 is a lot. Wasn’t that kind of the idea?

The fine print on the coupon, to be expected, states that it is, “valid only at participating locations.” Well fine, what might those locations be? When IHOP gave away a free short stack this week, its website clearly indicated the small number of locations nationwide at which the offer did not apply.

Remembering this, I scoured the Quiznos website for some indicator. None. I sent an email inquiry. No response.

Today, the counter on Quiznos website proudly reads, “WE’VE REACHED 1 MILLION!” If by 1 million, they’re referring to 1 million useless coupons, then yes, I suppose they have. I would be interested to see figures on how many coupons were actually redeemed, but I’m sure I never will.

It pains me to think of all the good publicity Quiznos received by virtue of this deception. But at the same time, I’m sure public opinion will align more with the company’s actions than with its words. My friend Lindsay summed up the impact of this campaign rather well when she said, “I was completely indifferent to [Quiznos] before, but now I actively hate them.”

Were you able to redeem your coupon? Anyone? Anyone at all? Do you think Quiznos’ public image was improved or damaged by this campaign?

I was at Quiznos the other day and I sat down to eat my sandwich and noticed the plate. It was not just an ordinary plate, it was in shape of a Q. I thought to myself how clever this was and how powerful it was as a marketing tool. It was impossible to eat the sandwich and not think of the brand whenever I looked down.

This may be a useful idea for a place like Potbelly. They could stretch their marketing budget a little bit and create their baskets out of half of a potbelly stove. That way the customer gets good food, but also ties it to the brand. Quiznos is competing with other sandwich franchises and they market themselves as having better quality food, yet not being as expensive as an eatery like Panera Bread. The plate idea only emphasizes their clever attempts to delve further into the sandwich market and to really make a name for themselves.

Whereas Potbelly serves their sandwiches in normal baskets, they have their brand recognized by the atmosphere. You cannot find a Potbelly everywhere, but the experience in the antique environment is not replaced by any other. I think that creating a basket in the shape of a half potbelly stove would increase brand recognition. Rebranding could help Potbelly get their icon and their name out there. What are some other ideas for rebranding?