Quiznos is launching a new gift card program that adds another layer to gift-giving options and corporate incentives.
The Quiznos gift card, which is now rolling out in Quiznos locations, is a branded, reloadable card recipients can use as payment instead of cash. The cards, which can be loaded with a minimum of $5, can be used on food items, as well as its catering service. Pre-printed cards are also available in $15 and $25 amounts.
The brand is the latest QSR to cash in on the increasing popularity of gift cards, which a decade ago were once considered a last resort for gifts, but are now deemed as the “preferred gift,” said Michael Bennett, director-gift cards, Apex Restaurant Group, the company hired as a consultant to design, launch and manage the gift card program.
The card is now rolling out in some 4,500 U.S. Quiznos locations. By the end of the fourth quarter, the gift card will also be available in retail outlets, including grocery stores, drug stores and convenience stores. Some 2 million Quiznos cards will be in the marketplace by the end of the year, Mark Bromberg, CEO of Apex Restaurant Group, said.
On the corporate side, Quiznos is offering a Custom Incentives Card, which lets companies tailor gift cards to specific needs. Companies can display logos or graphics on the branded gift card for gifts or to reward employees and pair the cards with an occasion cards, such as “Thank You” or “Holiday Greetings.”
In a crowded marketplace, Quiznos is touting a few features to stand out. For example, it will let consumers who order a certain number, customize their gift cards with graphics or photos to personalize the cards.
“The custom card is going to set us apart in a certain degree from other offerings that are out there right now,” Bennett said.
Quiznos said its also has an edge over competitors with its low prices and wide reach.
“When comparing us against some of the big casual chains like TGI Fridays and Chilies…we have thousands locations,” Bromberg said. “Our card can be ordered and redeemed as low as $5. We have kids meals in certain parts of country that start at $2.99 and sandwiches at $4 and meals on average under $8. This is probably one of the few cards if not the only one that you can put two meals into the hands of a recipient.”
To support the gift card launch, Quiznos is readying a full-scale marketing campaign that will include TV spots, FSIs and a gift card drop in newspapers. Starting this month, Quiznos is launching a flight of TV spots around a new menu item to drive traffic to Quiznos stores. A second set of ads, which will air in December, will promote Quiznos gift cards, Bromberg said.
To build more excitement around the card, Quiznos will drop several hundred thousand gift cards in newspapers in late November and early December. The cards, which will be tucked in outside newspaper wrappers, will drive consumers to register their cards online at QuiznosRewards.com. Once registered, consumers will see if they have a winning gift card worth up to $100.
“Clearly, what we want is for [customers] to touch the card, see the card and register the cards,” Bromberg said. With each registered card, Quiznos will collect customer information to use for further marketing initiatives, he said.
FSIs, in-store signage, online materials and e-mail blasts will also support the gift card launch.
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