The 3-person student team designated in Marketing 445, consulted Mr. Dan Eberhardt, a Disadvantaged Business Enterprise member, and owner of the Quiznos in SeaTac Airpot. The team worked with Hitachi Consulting as well as Professor Jane Reynolds and associates from the UW Foster Business School to best prepare business recommendations tailored to improving operational efficiencies and marketing strategies at the Quiznos location.
We focused on increasing the business’ operational efficiencies to increase revenue and profit margins. To ensure this work area was complete, we created a process map to identify problems that occurred during the ordering process and provided a recommendation to solve them. We also developed long-term growth plans designed to benefit both the local franchise and the national firm by developing marketing concepts that appeal to current and potential customers. We assessed the feasibility of each option to provide the recommendations with the highest probability of success. After conducting primary research, including multiple observations of the site, and interviews with the Quiznos regional operations manager, as well as a plethora of secondary research, the team identified the following recommendations:
Phase 1: Improve Operational Efficiency in the Ordering Process
i. Adopt an iPad ordering system to serve more customers during busy times
Phase 2: Implement Marketing Strategies
i. Drive Traffic airport-wide to Concourse B:
a. Install Facebook ordering with ChowNow to allow customers to order online with the option to pick-up or have it delivered.
b. Partner with Fireworks and Southwest Airlines to attract customers from outside of Concourse B.
ii. Attract passerby airline passengers:
a. Improve storefront appearance using banners and posters advertising healthy alternatives
b. Implement a Happy Hour discount promotion for employees and passengers
c. Create a Quiznos Wheel to entice potential customers to interact with Quiznos
The recommendations that the team identified were cost effective and value oriented. Each was designed to attract customers, in turn, bolstering revenue and profits if recommended measurements are also followed.
We focused on increasing the business’ operational efficiencies to increase revenue and profit margins. To ensure this work area was complete, we created a process map to identify problems that occurred during the ordering process and provided a recommendation to solve them. We also developed long-term growth plans designed to benefit both the local franchise and the national firm by developing marketing concepts that appeal to current and potential customers. We assessed the feasibility of each option to provide the recommendations with the highest probability of success. After conducting primary research, including multiple observations of the site, and interviews with the Quiznos regional operations manager, as well as a plethora of secondary research, the team identified the following recommendations:
Phase 1: Improve Operational Efficiency in the Ordering Process
i. Adopt an iPad ordering system to serve more customers during busy times
Phase 2: Implement Marketing Strategies
i. Drive Traffic airport-wide to Concourse B:
a. Install Facebook ordering with ChowNow to allow customers to order online with the option to pick-up or have it delivered.
b. Partner with Fireworks and Southwest Airlines to attract customers from outside of Concourse B.
ii. Attract passerby airline passengers:
a. Improve storefront appearance using banners and posters advertising healthy alternatives
b. Implement a Happy Hour discount promotion for employees and passengers
c. Create a Quiznos Wheel to entice potential customers to interact with Quiznos
The recommendations that the team identified were cost effective and value oriented. Each was designed to attract customers, in turn, bolstering revenue and profits if recommended measurements are also followed.