It's enough to make Subway's Jared hit the fried chicken bucket again. Quiznos emerged in 2004 as a serious competitor to the sandwich giant, opening up 1,000 stores (more than any other restaurant in America last year, according to Nation's Restaurant News). Tom Ryan, previously McDonald's chief concept officer, spurred the growth by focusing Quiznos's brand on high-quality, fresh ingredients. He expanded the menu to reach more people, adding low-carb options and a line of hearty salads using Quiznos's signature ingredients such as steak and blue cheese. Ryan accomplished all this while overcoming Quiznos's over-the-line "Spongemonkeys" ad campaign in February 2004 featuring odd ratlike creatures. Ryan insists he had nothing to do with the critters, and their quick retirement let him get back to dressing up his brand.
Executive vice president of branding
Quiznos Sub
Denver, Colorado
Read Tom's original entry:
When I joined Quiznos in mid-2003, I couldn’t wait to get on board the fast pace of a restaurant chain passionate about its food. I made the move from McDonald’s, the world’s largest burger chain, to Quiznos, America’s fastest growing restaurant chain. I was determined not to spend the thick part of my food and brand building career moving small increments in a huge company. My goal was to make a measurable impact on the Quick Service Restaurant industry with the sandwich category leader. In the first half of 2004, I was able to answer consumer demand for new Low Carb menu items, such as Quiznos toasty Flatbreads and a variety of toasted Craveable Salads. All of the products met the high standards of the already bold, cut-above Quiznos menu.
I believe that any new menu concept begins and ends with the consumer. So, I took my Quiznos team of researchers, chefs, writers, marketers, technicians and operations people from the test kitchen out on the road to meet our customers face-to-face. We implemented my “Eights and Eighties” formula for success. Only when 8 out of 10 focus group respondents rate the product or concept a “definitely will buy,” and 80% of consumers repurchase the product in actual restaurant tests, is it considered ready to roll out. Until the “Eights and Eighties” scores are achieved, the idea remains in test for further fine tuning. That’s the rule. That’s the practical test that must be applied to innovation. As it turned out, every component of the new Low Carb Toasty Flatbread products—from the taste and texture of the flatbread to the flavor combination in each recipe—was endorsed by most consumers. We knew that finally, there was a healthy, low carb product that actually tasted good! When I put toasted toppings that mirror Quiznos signature recipe subs on the new Craveable Salads, customers who regularly eat salads overwhelmingly approved. It was simply a matter of smart food architecture. I leveraged Quiznos brand equity—toasting—in a way that resonated with consumers. In essence, they said: “We got it. We know what you’re doing, and we like it!”
I’ve been in the restaurant business long enough to know that the competition is cut-throat. In 2004, virtually all of our quick-service competitors were trying to satisfy popular trends in consumer eating by developing low carb options and new or different salads. My team and I exerted tremendous effort to get the Quiznos products out quickly, before the others. But, with a cut-above brand like Quiznos known for its bold uncompromising menu, I knew our new products had to live up to our customers’ expectations of top quality and taste. I stuck by my motto: “We’ll do it right, as fast as we can; not fast as right as we can.” There simply were no shortcuts in the development process for either the low carb flatbread or the toasted Craveable Salads. Although Quiznos was not the first brand to the marketplace in these categories, both products ultimately rolled out to rave reviews and remain competitively superior in both sales and consumer satisfaction.
Quiznos realized significant sales increases in direct correlation to the Low Carb Toasty Flatbread and the toasted Craveable Salads. But even more important, these new product lines have become permanent menu additions and quality building blocks to the Quiznos cut-above brand image. That positive image was reflected recently when J.D. Powers and Associates conducted their first restaurant satisfaction survey, measuring food quality, customer service, price/ value and environment. Quiznos was the only Quick Service Restaurant ranked in the top three among all brands in all four U.S. regions surveyed. Quiznos brand leadership also was confirmed when Consumer Reports recommended selections from the Quiznos menu in its list of the best choices consumers can make when visiting Quick Service Restaurants. And the brand superiority is confirmed when a new Quiznos restaurant opens on average every eight hours every day of the year.
In early 2005, we’re introducing a menu of six new toasted Quiznos subs priced at $2.99 and $3.29. The goal is to offer everyday affordability to a wide range of customers without compromising Quiznos high standards of quality and taste. Our extensive testing process shows we’ve succeeded already. The Real Deal menu passed the “Eights and Eighties” test with flying colors. Consumers particularly loved the new Steakhouse Beef Dip Sub, unquestionably a “Real Deal” in price, quality and taste. Meanwhile, we’re testing new products and concepts virtually every day in the kitchen, with consumer groups or in select restaurants. We’ll continue to promise and deliver a contemporary, cool menu that customers crave.
Comments that readers have made about this submission:
Great Job Tom!!
Lenny Franklin - Huntsville, AL. USATom, congratulations on your accomplishments, the entire team at Little Lady Foods appreciates your contribution and inpact on Quiznos.
Steve Gemeiner - Elk Grove Village IL. 60007Clean, crisp explanation of the evolving Q-menu. Concise synopsis of the future diection of Quiznos.
Henry C. Haer - Melbourne Beach, Fla, USATR, Congrats on the write up!! We look forward to our partnership with Quozno's!! Paul Yoder Perdue Farms,Inc.
Paul Yoder - Westerville, Oh USATom only does business with "The Big Guys". He has missed or has been late to launch so many ideas the smaller chains have proven to be winners. He tries to develope concepts with the Conagras' and Heinz of the world. Thanks for being so small minded. I'm your competitor and laughed when I read it.
Tim Johnson - St. Louis MOTom Ryan has always been on the cutting edge in the development of restaurant offerings. He motivated tremendous leaders to be open to change.
Charles Wilkinson - Dacula, GA USATom, You are a true consumer advocate...always listening to the consumer and striving to provide the best possible experience for your customers! Our hats off to you!
Ken Cotuno - Naperville, ILA very sharp guy with his pulse on the food service business and the customers that support it. With his keen instinct at getting to what the consumer really wants will take Quizno's to new heights in sales and quality.
Steven Fabos - Denver, COQuiznos influence is felt throughout the industry.
Jeffrey Heaney - West Palm Beach, FL, USATom, Congrats on the nomination! It's been both a pleasure and a challenge working with You and your team of great R&D people like Andrew S. and Zach C.Let's roll out the next menu!
J.R.(Hans)Riem C.E.C. - Saugatuck ,MichiganCongratulations Tom! With your incredible vision it is easy to see why Quizno's will continue to be an industry leader.
Charlie Hill - Huntsville, AL USATom seems to put the whole program togather better than the rest. His team is a big part of his success. Tom picked the team, and gives direction to make things happen. He is a true team leader with the vision to get the job done.
John Elkjer, Taylor of the Rockies - Denver ColoradoCongratulations Tom! Its a pleasure to work with someone so knowledgable and respected in the industry. Your's and your teams success is well deserved.
J. Georgi - Naperville, ILAbsolutely doing right by me. I eat out almost every day and I look forward to the Good Food at Quiznos when I get to go there. Must be doing something right when a much Larger Subway has to copy what you do.(Toasted Subs)
Gregg Schrepple - Chicago, IL USACongratulations on the nomination, Tom! You and your Team are the most innovative and exciting group I have the pleasure of working with; your abilities and impact are evident in the success of your methods and creativity!
GTII - Berwyn, IL USATom... Congratulations to you and your team on a job well done. Your vision and focus on customer equity, Chef Andrew's superb skills and positive time to market will continue to be the differentiators for your continued success!
Bob Cornella - Lemont, IL U.S.A.Tom - Congratulations to you and your qualified team. You continue to prove your leadership and innovation in our industry with your intelligence, vision, and charm.
Rolie Zagnoli - Georgetown, MassachusettsEights and Eighties may be the hurdle, but Tom Ryan always shoots for(and usually gets) tens and hundreds!
Jim McGrew - Newport Beach CA USACongratulations Tom! Your leadership and vision is an inspirational! Griffith Laboratories loves supporting your business.
Jennifer Convery - Western Springs,IlTom, Congrats on the nomination! You have the gift and passion of looking into the future to get a vision and then surround your self with great people like Andrew S. to see that vision come to live. It has been great working with you and I look forward to working with you in the future.
Gary W. Fields - Rockton, IL USADoing it right and as fast as possible is what keeps Quiznos on the leading edge. Great philosophy and great leadership! Well done Tom.
Kristin Bird - Chicago, ILTom, Congratulations to you and your team on your great start at Quizno's. I look forward to hearing more about your "industry leading development" and "trend setting" success in the future.
Jim Eidman - Grafton, WITom, You combine tremendous intellectual insights, marketing savvy, fantastic creativity and a strong understanding of how to use consumer research. Quiznos is lucky to have you leading their team. Keep up the great work! Quiznos will soon be the leading fast casual chain in America.
Ron Dimbert - Overland Park, Kansas, U.S.A.In 40-plus years of restaurant marketing, no one I've met comes close to the creative leadership of Tom Ryan. His innovation will establish the trends in food service for a very long time.
Barry Klein - Oak Brook, IL.In the short time he's been on board, Tom and his R & D team have redefined excellence in the QSR segment. He's a smart, smart man.
Kathryn Svendsgaard - Valley Springs, CA, USACongratulations to Tom and his entire team for huge contributions to Quiznos. Great job Tom!
Trey Hall - Denver, Colorado, USAI just love the subs! But, now I know what is behind all it all. Everytime I go in I want to order my favorite sub, but recently I have been trying a number of different items and they are all great.
Karyn Wachtell - Denver, COTom is an exceptional thinker and leader. He has an uncany ability to think at a very high level, yet can express those thoughts in a way everyone can understand. He never rests on his laurels. He creates converts on a daily basis. Congrats on the nomination. Fast Company got it right!
Scott Lippitt - Bloomfield Hills, MI USATom, congrats on the nomination, glad you're part of the Quiznos team, here's to a great 2005. John Fitchett EVP Operations The Quiznos Corp.
John Fitchett EVP Operations Quiznos corp. - Denver CO. USAA creative leader and visionary in QSR - Quiznos is lucky to have Tom.
Mike Galloway - Denver, CO, USACongratulations on your nomination. Thanks for taking Quiznos to the next level.
Stacy Haygood - Denver, CO, USAI have had the opportunity to be part of one of Tom's Teams in the past and found him to be very focused on the expected end results and a tremendous leader and motivator.
Bob Hoffman - Somerset, MichiganTom, Congratulations for a job well done! Quiznos Bakery QA team is supporting this "Real Deal" menu of six new toasted Quiznos subs for 2005 introduction. Florence Lam, Bakery QA Rep., Livermore, CA USA
FLORENCE LAM - LIVERMORE, CA, USAStrategic leadership, empowered team members passionately creating delicious new menu items, consumer driven process that endorses the award winning recipes, creative and product alignment that deliver on the Quiznos promise... Just another great day on the job with TR!
Mike Manning - Denver, CO.Tom's understanding of the restaurant consumer and business combined with his increduible knowledge of food and tastes makes him the absolute trend setter of our business. I have watched his handiwork from a distance for many years, and always wished we had him on our team helping to lead the charge. Today, as part of Quiznos team, I have the opportunity to learn from the best. It is not an accident that Quiznos continues to lead the way in our industry. It is people like Tom that insure our success well into the future.
David Bloom - Toronto, CanadaCongrats to Tom and his team. The Low Carb home run is only part of the story. The new salad line, breakfast and a great line up for 2005 will surely have big impacts, especially with Quiznos customers.
Nick Schaefer - Denver, ColoradoTom you have the passion and vision to take Quiznos to levels that seemed impossible. Congratulations.
Josh Kern - Denver, CO, USAGreat Job, Tom! Nice to see that moving to a smaller company allowed your ideas to move quickly to market and realize nice sales gains. I look forward to more great things in 2005.
Doug Flaig - Westlake Village, CA, USAGreat Job, Tom! Nice to see that moving to a smaller company allowed your ideas to move quickly to market and realize nice sales gains. I look forward to more great things in 2005.
Doug Flaig - Westlake Village, CA, USA
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