2. QUIZNOS
A fast food submarine sandwich franchise
Headquartered in Denver
Located in 22 countries
5,000 locations in the United States
Food items include: sandwiches, soups,
and salads
3. FAST FOOD INDUSTRY
Highly competitive market, especially in the
United States
Submarine sandwich competitors for Quiznos
include: Subway, Potbellys, Jimmy Johns, Mr.
Submarine
More chains are expanding into global markets
4. PERCEPTUAL MAPPING
Used to determine how Quiznos compares to the
other companies in our research
We are determining Quiznos’ position in relation
to other companies in the mind of the consumer
Determining Quiznos’ image and reputation
5. CONJOINT ANALYSIS
Determine the barriers of entry for Quiznos in
the fast food market
Calculates Quiznos’ market share
Determine which features of Quiznos the
consumers prefer and which they don’t
6. FAST FOOD CHAIN, WHAT
RESOURCES DO YOU USE TO
RESEARCH DIFFERENT
RESTAURANTS?
7. ARE THERE CERTAIN PEOPLE YOU
SEEK ADVICE FROM WHEN DECIDING
AT WHICH FAST FOOD CHAIN TO EAT?
18. PERCEPTUAL MAPPING
Used to determine how Quiznos compares to the
other companies in our research
We are determining Quiznos’ position in relation
to other companies in the mind of the consumer
Determining Quiznos’ image and reputation
19. SPSS RESULTS
Total Variance Explained
Component Initial Eigenvalues Extraction
Sums of
Squared
Loadings
Rotation
Sums of
Squared
Loadings
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
1 7.024356623 50.17398 50.17398 7.024357 50.17398 50.17398 6.819121 48.70801 48.70801
2 3.998053201 3.998053 28.55752 78.7315 4.203289 30.02349 78.7315
3 2.405341891 17.18101 95.91251
4 0.363077975 2.593414 98.50593
5 0.085482319
6 0.058887069 0.420622 99.53714
7 0.042792857 0.305663 99.8428
8 0.019423903 0.138742 99.98154
9 0.002584162 0.018458 100
10 1.86329E-16 1.33E-15 100
11 8.38909E-17 5.99E-16 100
12 4.98653E-17 3.56E-16 100
13 -4.2246E-17 -3E-16 100
14 -1.7699E-16 -1.3E-15 100
Extraction Method:
Principal Component
Analysis.
This output
should
equal over
60%
23. NAMING OF THE AXES
It’s Everywhere
The most convenient fast food chains
The most successful chains
Good, Clean, Fun
The most family-friendly restaurants
Highest nutritional values
The Last Resort
The least-popular chains
Usually the greasiest food
It Takes a While
Service is not as fast as comparable chains
Not as convenient as other chains
25. CLUSTERS
Burger Bonanza
-Burgers are the main item on the menu
-Very convenient, large number of stores
Successful Sandwich
-Very successful sandwich chain
Slow Specialty Shops
-Takes longer to prepare food
-More specialty stores, such as roast beef
Fast and Friendly
-Very fast service, pride themselves on friendly
customer service
Unique Burger Joint
-Unlike other chains, has a wide variety of items on
the menu
32. RECOMMENDATIONS
Quiznos needs to emphasize quicker service in
order to compete with other companies such as
Jimmy Johns and Portillos
Improving restaurant cleanliness through
stricter sanitation guidelines will improve the
atmosphere in Quiznos’ restaurants
Stressing friendly customer service will create a
more welcoming environment in the restaurants
34. CONJOINT ANALYSIS
THE PROBLEM!!
How do I make meal combinations
from particular brands more
appealing?
How do I make meal combinations
from certain brands more enjoyable?
35. Features and Levels of
Fast Food Meals
Price Type Fat Time Package Meal Service
$3.00 Burger 10 Grams 1 Min Paper Snack Drive
Thru
$7.00 Sandwich 20 Grams 2 Mins Carton Lunch Delivery
$9.00 Chicken 30 Grams 3 Mins Plastic Dinner Walk Up
39. OUTPUT 1: BEST AND WORST
MEALS
Best Middle Worst
$3.00 $7.00 $9.00
Sandwich Chicken Burger
30 Grams 10 Grams 20 Grams
2 Mins 1 Min 3 Mins
Paper Carton Bag
Dinner Lunch Snack
Delivery Drive Thru Walk Up
40. Output 2: Calculating Importance
Total Product Utility and Range
Best Product Worst Product Ranges
Price= 0.17 Price= 0.12 0.17-0.12= 0.05
Type=0.12 Type=0.01 0.12-0.01=0.11
Fat=0.22 Fat=0.12 0.22-0.12=0.1
Time=0.12 Time=0.10 0.12-0.10=0.02
Package=0.12 Package=0.06 0.12-0.06=0.06
Meal=0.12 Meal=0 0.12-0=0.12
Service=0.15 Service=0.10 0.15-0.10=0.05
TPU=1.02 TPU= 0.51 Sum of Ranges= 0.51
41. Output 2: Calculating Importance
Overall Feature Percentages
Meal is the most importance feature that affects
Consumer’s decisions!!
Importance of Price 0.05/0.51 9.80%
Importance of Type 0.11/0.51 21.56%
Importance of Fat 0.1/0.51 19.60%
Importance of Time 0.02/0.51 3.92%
Importance of Package 0.06/0.51 11.76%
Importance of Meal 0.12/0.51 23.52%
Importance of Service 0.05/0.51 9.80%
42. Output 2: Calculating Importance
Overall Feature Graph
Price 9.80%
Type 21.56%
Fat 19.60%
Time 3.92%
Package 11.76%
Meal 23.52%
Service 9.80%
43. RELATING TO PERCEPTUAL
MAPPING
Both the Conjoint Analysis and Perceptual
Mapping can tell what is preferred in consumer’s
mind.
When calculating the importance CA and PM can
figure out which brands and features positively
and negatively affect consumer decisions.
When looking at the most preferred brand on the
perceptual map, the importance of features and
attributes on the Conjoint Analysis will help
determine which meal combination is the most
important in that particular restaurant.
44. Output 3: Market Share
McD BK Sub Arby Quiz Pop KFC Port Wen Jim
$3.00 $7.00 $9.00 $7.00 $9.00 $7.00 $9.00 $7.00 $3.00 $3.00
Burger Burger Sandwich Sandwich Sandwich Chicken Chicken Chicken Burger Sandwich
30 Grams 30 Grams 10 Grams 20 Grams 20 Grams 30 Grams 30 Grams 20 Grams 10 Grams 20 Grams
1 Min 1 Min 2 Mins 2 Mins 3 Mins 2 Mins 2 Mins 3 Mins 1 Min 1 Min
Carton Paper Paper Bag Paper Carton Carton Bag Paper Paper
Lunch Lunch Dinner Dinner Snack Lunch Dinner Dinner Snack Snack
Drive
thru
Drive
thru
Walk up Walkup Drive
thru
Delivery Walk up Walk up Drive
thru
Drive
thru
46. OUTPUT 3: MARKET SHARE
11%
11%
9.39%
McDonalds steals the Market Share because of
menu and grams of fat variety!!
47. OUTPUT 4: SIMULATING THE
MARKET
Wendys
$7.00
Chicken
10 Grams
1 Min
Paper
Snack
Drive
Thru
We raise the
price from $3.00
to $7.00
Has a wide
variety of
choices on
menu, we
change from
Burger to
Chicken
Subway
$9.00
Sandwich
20 Grams
2 Mins
Paper
Lunch
Walk up
Subway has numerous
items on the menu that
are off different calories
Also a great
lunch choice
48. OUTPUT 4: SIMULATING THE
MARKET
McD BK Sub Arby Quiz Pop KFC Port Wen Jim
$3.00 $7.00 $9.00 $7.00 $9.00 $7.00 $9.00 $7.00 $7.00 $3.00
Burger Burger Sandwich Sandwich Sandwich Chicken Chicken Chicken Chicken Sandwich
30
Grams
30
Grams
20
Grams
20
Grams
20
Grams
30
Grams
30
Grams
20
Grams
10
Grams
20
Grams
1 Min 1 Min 2 Mins 2 Mins 3 Mins 2 Mins 2 Mins 3 Mins 1 Min 1 Min
Carton Paper Paper Bag Paper Carton Carton Bag Paper Paper
Lunch Lunch Lunch Dinner Snack Lunch Dinner Dinner Snack Snack
Drive
thru
Drive
thru
Walk up Walkup Drive
thru
Delivery Walk up Walk up Drive
thru
Drive
thru
50. OUTPUT 4: SIMULATING THE
MARKET
McDonalds
7.00
Burger
10 Grams
1 Min
Carton
Lunch
Walk Up
Quiznos
$9.00
Chicken
20 Grams
2 Mins
Paper
Lunch
Drive
Thru
Jimmy
Johns
7.00
Sandwich
30 Grams
1 Min
Paper
Dinner
Drive Thru
Price
change from
$3.00 to
$7.00
Offers healthy
foods at lower
calories
Also serves
as an eat in
restaurant
Known for their
tasty chicken
Offers food that
can be prepared
quicker
Popular
food choice
More
expensive
choices
Higher
calorie
foods
Food choices
can satisfy
dinner
51. OUTPUT 4: SIMULATING THE
MARKET
McD BK Sub Arby Quiz Pop KFC Port Wen Jim
$7.00 $7.00 $9.00 $7.00 $9.00 $7.00 $9.00 $7.00 $7.00 $7.00
Burger Burger Sandwich Sandwich Chicken Chicken Chicken Chicken Chicken Sandwich
10
Grams
30
Grams
20
Grams
20
Grams
20
Grams
30
Grams
30
Grams
20
Grams
10
Grams
30
Grams
1 Min 1 Min 2 Mins 2 Mins 2 Mins 2 Mins 2 Mins 3 Mins 1 Min 1 Min
Carton Paper Paper Bag Paper Carton Carton Bag Paper Paper
Lunch Lunch Lunch Dinner Lunch Lunch Dinner Dinner Snack Dinner
Walk
Up
Drive
thru
Walk up Walkup Drive
thru
Delivery Walk up Walk up Drive
thru
Drive
thru
52. OUTPUT 4: SIMULATING THE
MARKET
10.7%
10.8%
12.3%
13.3%
10.6%
10.5%
12.2%
KFC stole the market share after simulation because
of features and levels that have high rescale values.
53. OUTPUT 5: INTERPRET THE
INTERCEPT
The re-scaled intercept suggests a market entry
barrier as perceived by the target market.
Our Intercept is very large therefore it would be
harder to enter the market
Any product’s TPU must be greater than the
intercept
Poor survey results caused the intercept to be
very high which had a significant effect on
rescaling.
Therefore, none of the TPU’s were higher than
the intercept.
54. RECOMMENDATIONS
Because of poor results in the market share and
simulation, it would be in the best interests of
Quiznos to create innovation to increase their
brand awareness.
While competing with similar restaurants such
as Subway, Quiznos can offer features and levels
that will introduce differentiation.
In today’s economy, Quiznos can also start
offering less expensive meals to compete with
other restaurants.
(Subway’s “5 dollar foot long sandwiches”)
55. RECOMMENDATIONS
Introduce delivery services like other competitors
(i.e. Jimmy Johns).
Administer surveys accurately to eliminate any
intercept or rescaling issues.
Expansion of meal variety since burgers aren’t
included.
57. Quiznos should continue to introduce menu
differentiation to increase market awareness
Measure sales, cost, and margin performance to
maintain future plans and increase preference
Customer service needs to be of central
importance as improvements in customer service
will positively impact the environment in the
store and strengthen customer-employee
relationships
Consistent implementation of health-conscience
foods to appeal to a larger audience
58. LEARNING MEMO
When doing the surveys, we should of told people
to take these surveys seriously.
Having more detailed questions, to insure more
precise results.
Having a wider target market that was not
limited to DePaul students.
Doing more surveys then 30 so we have a wider
range and more viable data to use.