Quiznos Spices Things up with New Prime Rib Ranchero

Release date: March 03, 2008  /  Print This     RSS    

The Ranchero No Share-O: It’s “All Yours-O, Not Theirs-O”

DENVER - Quiznos, one of the nation’s fastest-growing quick service restaurant chains and pioneer of the toasted sandwich, today launched the Prime Rib Ranchero, a spicy, bold addition to the prime rib family at Quiznos. This Southwest-inspired sandwich is available for a limited time only at Quiznos nationwide; it is expected to be in stores until the end of April.

“Consumers have long appreciated our prime rib sandwiches with their bold, indulgent flavor profiles,” said Chef Zach Calkins, Vice President of Culinary Development for Quiznos. “The Ranchero was designed for those who are looking for a Southwest kick in their prime rib sandwich. It combines the char grilled flavors of fire-roasted poblano peppers with smoky chipotle mayo, and layers that with habanero and jalapeño pepper-jack cheese for a no-nonsense sandwich focused around Quiznos premium, steakhouse prime rib.”

Known for bringing prime rib offerings to the quick service market, Quiznos annually purchases more prime rib than any other restaurant chain in the nation. What’s more, Quiznos recently purchased over 25 acres of poblano peppers in order to satisfy consumer demand for the Prime Rib Ranchero launch.

To market the sandwich, Quiznos teamed up with Cliff Freeman and Partners and Michael Clarke Duncan for the latest advertising campaign, ‘Food with a Twist’. These ads feature the new tag line “Love what you eat” with an edgy, food inspired attitude. Each advertisement is narrated by the famous voice of actor Michael Clarke Duncan, who describes the ‘Ranchero No Share-O” as the prime rib sandwich that is so good, it is “All Yours-O, Not Theirs-O”.

“We are very excited to be working with Michael Clarke Duncan, well known for his roles in such films as ‘The Green Mile’ and ‘The Whole Nine Yards’ on our current advertising campaign,” said Steve Provost, Executive Vice President and Chief Marketing Officer for Quiznos. “His rich voice highlights the indulgent qualities of our sandwich offerings, while connecting with our customers who have watched his films. Our new tagline ‘Love what you eat’ also connects emotionally to our customers who enjoy sandwich offerings as refined and diverse as their personal tastes.”