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The salutation of “We’re back!” doesn’t have the best track record in American popular culture. It was the line uttered by the evil spirit that grabs poor little Carol Anne in Poltergeist III. Advertising aficionados might recall that “We’re back” was also the slogan originally pitched to Apple in 1997—one that Steve Jobs proclaimed “stupid,” opting to go with “Think Different” instead.
And then came this summer, when “We are baaack!” rang in consumers’ ears yet again. This time it came from the mouths of a couple of bowler-wearing, guitar-playing rodents suffering from strabismus and bad teeth—better known as the Spongmonkeys—who had news to share. A onetime restaurant highflier that spiraled to its doom and all but disappeared was once again bidding for American’s lunchtime dollar.
Quiznos was back. Or, rather, with the help of TV mascots last seen 19 years ago, Quiznos was announcing its intent to come back.
Remember Quiznos?
That’s no minor ambition. Quiznos ranks among the biggest chain restaurant collapses ever. From a high of some 4,700 locations at its 2007 peak, Quiznos’ unit count now hovers around 165; slightly more than 96% of its system has disappeared.
Some experts say the company can’t pull out of a dive like that. But the brass counters that Quiznos isn’t the same brand it was just five years ago. Purchased out of bankruptcy in 2018 by private equity firm High Bluff Capital Partners, Quiznos is now part of the Rego Restaurant Group. Along with new leadership, Quiznos has new store prototypes and new menu items.
The Spongmonkies marketing is one thing that isn’t new. But the creatures are nevertheless part of a reworked strategy that depends on reawakening a fondness for the brand that Rego is confident is still out there.
“We can see in Google search data, there’s still a tremendous amount of ‘what happened to Quiznos?’” Quiznos CMO Brent Phillip told Adweek. “The public [is] saying, ‘Bring Quiznos back to my community.’”
From fame to fiasco
Once upon a time, Quiznos was a proud progenitor of today’s $170 billion fast casual segment, an eatery that departed from sub-chain norms by offering premium ingredients, stylish interiors and the (then) novelty of toasted sandwiches. Throughout the ’90s, franchisees flocked, and the chain grew quickly.
But no sooner had Quiznos crested than its troubles began: a 2006 IPO that left it leveraged to the tune of $500 million, and then the Great Recession. But according to veteran restaurant consultant John Gordon, the coup de grâce was the downfall of franchisees—by the thousands.
