Industry News | April 9, 2013

Togo's Campaign Saves the World One Sandwich at a Time

Togo’s, a “West Coast Original” since 1971 serving up big, made-to-order sandwiches stuffed with the freshest ingredients, announced the debut of its latest multimedia advertising campaign.

The campaign includes a series of TV, radio, and outdoor ads that will be placed in Togo’s existing growth markets along the West Coast.

The quirky new TV advertisement depicts the story of Togo’s kindhearted mascot’s commitment to “saving the world” one sandwich at a time.

The videos were spontaneously filmed throughout California with real people and will begin airing on April 15.

Additionally, in the Los Angeles market, 200 outdoor premium panels, extensions, and transit shelters will feature Togo’s best-selling #9 pastrami sandwich accompanied by “meaty” tag lines.   

“Togo’s is known for its big and meaty promotions and humorous social media marketing, and this campaign truly captures the passion that Togo’s raving fans have for our brand,” says Renae Scott, vice president of branding and marketing for Togo’s.

“We anticipate the Togo’s mascot will make more spontaneous appearances in future campaigns,” she adds. “Who knows where he’ll show up next in our quest to satisfy the taste buds of our fans throughout the West."

As part of its 40-year anniversary, Togo’s announced its goal to grow the brand to 400 restaurants over the next three years. 

To help fuel growth, Togo’s offers new and existing franchisees access to $15 million in financing for qualified candidates to both build new restaurants and for transfers.    

At Togo’s, 51 percent of its traditional restaurants experienced average unit sales in excess of $600,000, with 25 percent more than $800,000. 

To become a part of the Togo’s team, candidates should possess liquidity of $150,000 for a single restaurant and a net worth of $300,000.

Area developers looking to develop three or more restaurants should have liquidity of $450,000 and net worth of $900,000. Special incentives are available for qualified franchisees interested in opening three or more restaurants.


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