Hard times call for extra-large sandwiches at very small prices.
How else to explain the escalating sub wars in TV and print ads, with Quiznos recently launching a round of $4 Toasty Torpedoes straight at the bow of sandwich industry leader Subway, which continues aggressively hawking its $5 Footlongs.
We break down the heated competition:
THE PRESENTATION
Quiznos:
Advertised as "over a foot of Quiznos flavor," the skinny Toasty Torpedo has been described on one blog as "a giant-breadstick-turned-sandwich" and a "Slim Jim sub." Inspired by European baguette sandwiches, the ciabatta bread sub, prepared from a more or less set ingredient list, are served in a paper sleeve for easy, slide-out eating.
Subway: Footlongs are a wide-bodied 12 inches, spilling out the sides with the a customer's customized choice of fresh veggies, from lettuce and tomato to black olives and peppers. They come wrapped in sheets of waxy paper that can get goopy when the sandwiches are oversaturated with sauces or vinegar.
THE SELECTION
Quiznos:
Five Toasty Torpedoes -- Italian, Big Kahuna Tuna, Pesto Turkey, Turkey Club, Beef, Bacon & Cheddar.
Subway:Until April 20, all 16 regular Footlongs (from Sweet Onion Chicken Teriyaki to Veggie Delite) are available for $5. After that, eight will be at that price.
THE SELL
Quiznos:
Innuendo sells, apparently. TV ads feature a smoky-voiced toaster (of the male persuasion) urging a chef (also male) to "Put it [a Toasty Torpedo, that is] in me" and to "Say it sexy" ("it" meaning the price: "Only $4!").
Subway: It's the chain that overexposed boring pitchman Jared Fogel, who lost more than 200 pounds eating Subway subs but whose profile has been slimmed lately by the "$5 Any Footlong" push.
DINING CRITIC MERIDITH FORD'S TAKE
Quiznos' Italian:
"Just when it looks as if you'll never get a sandwich this size in your mouth, you manage to eat the whole thing — it's the skinniest torpedo this side of Texas. Filled with capicola, pepperoni, American-style ham and mozzarella, the Italian fillings boast a winning flavor. It's not a bad way to spend four bucks, though the ciabatta has the false ring of fast food to it. And did those tomatoes actually grow on a vine at one time?"
Subway's Spicy Italian: "Subway sandwiches definitely have a better, fresher flavor — especially the fresh-baked bread selection — and you can make any sandwich into a footlong special. Load up on ham, salami and pepperoni for an Italian stallion of a sub, with shredded lettuce and sliced tomatoes. It's worth the extra buck."
EXTRA VALUE
Subway:
Clearly in response to the Quiznos torpedo attack, the No. 1 chain is offering "Footlong Sidekicks" for $1, including sliced apples, chips, yogurt, two cookies or a 21-ounce fountain drink. As the small ad print says: "Limited time only."
METRO LOCATIONS
Quiznos: 77 shops within a 25-mile radius of a downtown Atlanta zip code listed on www.quiznos.com.
Subway:
50 restaurants in an Atlanta "city" search, plus seven opening soon, on www.subway.com.
