Quiznos is a popular fast-food restaurant chain known for its toasted sandwiches. One of the notable aspects of the brand is its quirky mascot. The Quiznos mascot is a cartoonish singing sub sandwich with bulging eyes and a wide smile known as the Quiznos Spongmonkeys. Debuting in 2004, the Spongmonkeys quickly gained attention for their unique and somewhat bizarre appearance. They became an advertising sensation, starring in a series of commercials where they sang about Quiznos' delicious toasted subs. The Spongmonkeys' catchy jingle, "We love the Subs," was both memorable and a topic of debate among viewers.
Quiznos is bringing back Spongmonkeys for some reason
The sandwich chain, declaring that “it’s a new day,” is looking to generate attention for the brand with a new digital campaign featuring one of the weirdest characters in marketing history. By Jonathan Maze on Jul. 18, 2023
Quiznos is bringing back Spongmonkeys for a digital campaign. | Photo: YouTubeNobody asked for it, but Quiznos is bringing back Spongmonkeys.
The sandwich chain, which has closed 95% of its U.S. locations over the past 15 years, is hoping to generate attention and jump aboard the nostalgia bandwagon by bringing back the oddly shaped rat-like figures in a digital ad campaign.
The first ad acknowledges the chain’s problems. “It’s harder to find a Quiznos these days and we’re here to fix that,” the ad says. “Because it’s a new day. And we’re bringing Quiznos back.”
Spongmonkeys last appeared on television ads for Quiznos back in 2005, when the chain operated more than 4,000 restaurants, was among the country’s largest restaurants and was on the verge of attracting a $600 million investment from a group of private equity firms in a leveraged buyout.
The character is some type of rodent with human teeth and misshaped eyes and a screechy singing voice, paired with an apparently silent partner on the acoustic guitar. The character was derided as one of the “10 creepiest product mascots” by Time, is featured in the book “Great Brand Blunders,” and has been called “the weirdest corporate mascot of all time.”
But the ad did, in fact, grab attention, and that is apparently what Quiznos is doing here.
Quiznos acknowledges the divisiveness of the Spongmonkeys character, noting in its press release that “the creatures are still loved by many while some find them just as cringeworthy as ever.”
The ad was designed by Tank Design and Joel Veitch, who is the voice of the Spongmonkeys and designed the original character. The character lived on the internet and was picked by Quiznos for ads in 2004. “I am super excited to wake our beloved Spongmonkeys from hibernation and release them back into the world,” Veitch said in a statement.
This time, Quiznos is vowing that it is entering a “new growth era.” The ads promise a road trip featuring Spongmonkeys traveling to locations that are still home to one of the chain’s sandwich shops.
The brand was acquired by High Bluff Capital Partners in 2018. It has lost more than half of its U.S. system sales in the years since then and now operates 165 locations in the U.S., according to data from Restaurant Business sister company Technomic. System sales declined 12.7% last year. The brand does operate 265 international locations, but that number declined 5% last year.
In its release, the company touted that it has signed agreements for nearly 100 locations with multi-unit operators. It also touted a “Quiznos 2.0” operating model featuring new cooking equipment and an expanded menu.
Yet earlier this year, Quiznos closed several restaurants in Denver and New Mexico—including the first location in the brand’s history—after a franchisee who signed one big multi-unit deal collapsed under the weight of the cost of one such prototype.
Quiznos’ decline is the biggest in restaurant industry history. The company’s unit count began shrinking in 2007 amid its own high food costs, thanks to the brand’s internal supply chain, and competition from Subway, which had added toasters to its restaurants.
But the Spongmonkeys campaign is considered a contributor, in part because it moved away from the company’s funny ads highlighting its quality and toward a character few people understood.
Yet its return comes amid a nostalgia trend in restaurant advertising. McDonald’s has had success using Grimace in its marketing, especially this summer. Burger King, meanwhile, updated its 70s-era look and marketing.
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Restaurant Business Editor-in-Chief Jonathan Maze is a longtime industry journalist who writes about restaurant finance, mergers and acquisitions and the economy, with a particular focus on quick-service restaurants.
The Spongmonkeys' catchy jingle, "We love the Subs," was both memorable and a topic of debate among viewers. While some found the Spongmonkeys endearing and comedic, others found them unsettling or strange. Their unconventional appearance and high-pitched voices made them a subject of parody and mockery in various online communities.
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Despite the mixed reactions, the Quiznos mascot achieved tremendous visibility and brand recognition during its early years. The Spongmonkeys commercials became viral sensations and garnered millions of views. This unique advertising approach helped Quiznos establish itself as an alternative choice in the crowded fast-food market. Over time, as public interest waned, and Quiznos faced financial difficulties, the Spongmonkeys gradually faded from the spotlight. Quiznos rebranded and shifted its marketing strategy, moving away from the singing sub sandwich mascot. However, the Spongmonkeys left an indelible mark on the brand's history and are still fondly remembered by many as a memorable, if somewhat strange, mascot..
Reviews for "The Mascot Effect: How Quiznos' Character Drives Sales and Awareness"
1. Mary - 2 stars - I just don't get the appeal of the Quiznos mascot. It's a strange-looking creature that doesn't really seem to have any connection to the brand or what they sell. It feels forced and unnecessary, and quite honestly, it's a bit creepy. I don't understand why Quiznos thought this mascot would resonate with customers, because it just doesn't make me want to eat there. Overall, I think they could have come up with a much better mascot to represent their brand.
2. John - 1 star - The Quiznos mascot is a complete disaster in my opinion. It's one of the most off-putting mascots I've seen. The weird-looking creature with bulging eyes and a strange voice makes me want to run in the opposite direction. It's not cute or funny, it's just annoying. I can't understand why Quiznos thought this was a good idea. It doesn't make me want to try their food, it makes me want to avoid their restaurants altogether. Quiznos should seriously reconsider their mascot because it's doing more harm than good to their brand.
3. Emma - 2 stars - The Quiznos mascot is a major turn-off for me. It's a bizarre creation that doesn't make me feel hungry or excited about their food. Instead, it makes me question their marketing strategy and wonder what they were thinking when they came up with this idea. The mascot doesn't have any connection to the brand, and it feels like a failed attempt at being quirky and memorable. I can't say I enjoy seeing this mascot when I walk by a Quiznos restaurant, and it definitely doesn't make me want to give their food a try. Quiznos should reconsider their mascot and come up with something more appealing and relatable to their target audience.
4. David - 1 star - The Quiznos mascot is a nightmare. I don't understand why they would choose such a creepy character to represent their brand. The strange voice and exaggerated features just make me feel uncomfortable, and I can't imagine that it's appealing to anyone else either. It's a shame because Quiznos has decent sandwiches, but I can't get past their disturbing mascot. I would much rather eat somewhere else where the mascot doesn't give me the creeps. Quiznos, please get rid of this monstrosity and find something more appealing to represent your brand.