The Value of Pricey Fast Food…

I have enjoyed Subway for over twenty years.  Then my family discovered Quiznos.

Quiznos seduced me with their ingredients.  They tantalized me with the classic Italian.  They won me over with the toasted sandwiches.  But wait! If are familiar with both franchises, then you know that Subway does the same thing… for less money.

Quiznos menu appeals to people with a different experience than Subway does. There is almost one on every corner (just like Subway), but Quiznos comes across as a “higher-end” fast food restaurant.

That is, if there is a “high” end to fast food.

How has Quiznos stayed in business in a time when people supposedly have less money to spend?  Value.

Quiznos sells the almost identical food for more money because people are willing to pay MORE for a Quiznos sandwich than a Subway.

What are you doing that you could charge MORE for if people realized the value they want to spend money on.

REMEMBER: If customers don’t see the value, it won’t matter what you charge, they won’t buy it.  Blimpie trails in a distant 3rd place.  Firehouse is up and coming.  Sbarro is already bankrupt.  Are you listening?

Jim Mathis is an international speaker and best selling author of the book, Reinvention Made Easy: Change Your Strategy, Change Your Results.  You may subscribe to his free monthly e-zine by sending a SUBSCRIBE message to subscribe@jimmathis.com.

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