Togo’s Eateries, Inc., a San Jose, Calif.-based sandwich chain, with 242 franchised locations across the western United States, plans a system-wide brand refresh and growth strategy.
“We formed a core team of internal folks, franchisee partners and design experts to bring our brand heritage to life,” says Tony Gioia, chairman and chief executive of Togo’s Eateries.
“At the heart of Togo’s is the desire to serve our guests great quality sandwiches with excellent service, in an updated environment,” he adds. “Since 1971, Togo’s has been a true West Coast Original with a non-corporate brand personality, and straightforward focus on fresh, high-quality food, served in a deli-inspired one-to-one style,” says Renae Scott, vice president of branding and marketing. Scott has led the brand rejuvenation efforts working with WD Partners to create the new branding and in-store experience. As part of the rejuvenation effort, Scott worked to redesign the company’s logo, menu boards, uniforms and packaging, as well as developed a new store prototype and upcoming remodel package for franchisees. In concert with the brand refresh, the company has set aggressive growth goals for the next two years, seeking to add at least 50 new Togo’s locations throughout the West.
“Togo’s restaurants generate some of the highest average unit volumes in the sandwich category. With a comparatively low initial investment, franchisees can experience
a robust sales to investment ratio,” says Todd Peterson, vice president of franchise development for Togo’s. “The brand refresh has inspired new franchisees to enter our
system and positioned us for future expansion.”
New Togo’s units recently opened in Valencia, Calif.; Sparks, Nev.; and most recently Palm Desert, Calif.