Industry News | June 9, 2003

Togo's Goes Retro

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In what it calls "a move to offer customers some sought-after tastes of times past," Togo's is supplementing its menu with six past sandwiches. Beginning in early June, these sandwiches will reemerge at more than 300 Togo's stores throughout California.

With origin dates ranging from the 1970s to the early 1990s, the sandwiches have one trait in common: a somewhat simplistic mix of ingredients. These include:

  • Turkey, Salami & Cheese (c. 1970's)
  • Turkey & Cranberry (c. 1990's)
  • Roast Beef & Avocado (c. 1980's)
  • Capicola, Salami & Cheese (c. 1970's)
  • Avocado & Cheese (c. 1970's)
  • Ham, Turkey, Salami & Cheese (c. 1970's)

    "When some of these sandwiches first emerged, we were definitely creating some odd combinations," said Mark Richardson, Togo's concept officer. "But that's what finding real flavor is about. It's those few sandwiches, which can be fairly basic in terms of quantity of ingredients that have a memorable taste. What struck us about these six sandwiches is that customers are still coming to our stores, years later, asking for them. Take the Turkey and Cranberry; we were one of the first to offer it as a regular menu item. Since that time, it has evolved into a Togo's modern day classic."

    The company says the introduction marks another proof point in a trend that has consumers shifting back to basics. It's been noticed in 2003 data from Menu Census and also reflected in industries like footwear and home furnishings.

    Togo's older sandwich offerings will, however, maintain a modern edge, as they are available served on the concept's new breads -- onion herb, parmesan white, rustic white, and wheat brushed with honey -- and made with Togo's current line of newly enhanced cheeses and meats.