Toasted-sub franchiser Quiznos is spending its own dough this year to pull a fast one on its customers. The Denver-based quick-service chain is rolling out a new format at 2,000 franchise stores in the United States. Each conversion will occur overnight, eliminating disruption of business. The upgrade includes new signage and fixturing, revamped self-serve stations and lower counters so customers can watch their food being prepared. The expensive makeover is a response to consumer research and customer feedback. Quiznos won't name the price tag, but insiders say this kind of investment is rare for a franchiser.