Industry News | October 13, 2010

Togo's Hits Refresh on Logo, Store Design

Togo’s Eateries Inc. announced plans for a system-wide brand refresh and growth strategy.

“At the heart of Togo’s is the desire to serve our guests great quality sandwiches with excellent service, in an updated environment,” says Tony Gioia, chairman and CEO of Togo’s Eateries. “With a talented corporate management team in place, exceptional franchisees at the helm of each restaurant, and new store openings underway, the refresh initiative will add a renewed energy and improved consistency to the Togo’s brand. That said, we intend on staying true to the attributes that make our food better than the competition with superior ingredients, abundant quantities of high-quality meats, and fresh-baked breads.”

“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 lead the brand rejuvenation efforts, working with WD Partners to create the new branding and in-store experience. “We formed a core team of internal folks, franchisee partners, and design experts to bring our brand heritage to life.”

As part of the rejuvenation effort, Scott worked to redesign the company’s logo, menuboards, 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 Sandwiches recently opened in Valencia, California; Sparks, Nevada; and most recently Palm Desert, California.