In this exclusive Q&A, we learn about the launch of Togo’s system-wide brand refresh, anchored by the company’s new anthem, True to the Sandwich, from company president, Glenn Lunde.
Franchise Chatter (FC): Can you share a little bit about the Togo’s concept and its recent system-wide menu refresh?
Glenn Lunde (GL): After nearly 50 years perfecting our big, fresh and meaty sandwiches, we decided it was time for a brand refresh to ensure that everything we do, from marketing to store design, is in line with the uniqueness and high quality of a Togo’s sandwich.
Some may have noticed that Togo’s has been pretty quiet the last few years, but that’s because we’ve been hard at work reimagining the company to focus on what fans love most about the brand. And now, we are thrilled to begin sharing our many exciting brand improvements with existing and new guests!
Togo’s has launched its system-wide brand refresh, anchored by the company’s new anthem, “True to the Sandwich,” along with the addition of our newest signature sandwich, the Pretzelrami. After taking the time to ask fans why they choose Togo’s over other sandwich concepts, it always came back to the sandwich and the fact that there is nothing else like it. So, our new commitment is to be relentlessly ‘True to the Sandwich’ in everything we do, which means staying laser focused on what matters most to our guests, and that’s bold flavors, premium ingredients, and generous portions.
Our guests have already noticed big changes at Togo’s, including an updated logo which features our new tagline, “True to the Sandwich.” All employees are donning our new uniforms, and the brand’s redesigned vibrant packaging is now being used in all locations. All stores will undergo a facelift which will be rolled out gradually at our 220+ locations in the coming months, and all restaurants in development will feature our new store design.
This brand refresh was years in the making and is designed to remind longtime guests of why they naturally gravitate to Togo’s when craving a sandwich, while making a strong introduction to new customers who have yet to experience their new favorite sandwich at Togo’s. We’re confident guests will appreciate our fresh approach to the Togo’s they’ve grown up with and have loved since that very first bite!
FC: Tell us more about the new Pretzelrami sandwich which was introduced with the system-wide brand refresh?
GL: What our fans might be loving most about our recent changes is the addition of Togo’s newest signature sandwich: the Pretzelrami. Featuring over a quarter pound of our famous pastrami piled high on a soft pretzel roll, the Pretzelrami is toasted with two slices of white cheddar cheese, aged for seven months, and finished off with tangy yellow mustard and crisp dill pickles.
Our Pretzelrami takes our fan-favorite traditional pastrami sandwich to a whole new level of taste and quality, and further reflects the brand’s promise to provide guests with the highest quality, generous portions, and an engaging dining experience they won’t find anywhere else.
FC: What makes Togo’s an attractive business opportunity for potential franchisees?
GL: While the response from our valued guests has been overwhelmingly positive, our franchise partners are extremely excited about the brand’s direction and the customer feedback they’ve been receiving. When joining the Togo’s family, franchisees bought into our storied culture and we’re proud that our refresh efforts better help to tell that story and enhances what makes our brand stand out amongst other sandwich concepts.
The evolution of Togo’s presents enormous opportunity for prospective franchisees looking to expand their portfolio and grow with a proven brand that has an extremely loyal following at a very exciting time. With a focus on the western regions of the United States, Togo’s is building a stronger national presence by entering new territories while infilling existing markets.
FC: What qualities do you look for in a potential franchisee? Which territories are you currently seeking for development?
GL: Talk to any of our franchisees, and chances are they ooze passion for the brand and will start the conversation by telling you their favorite Togo’s sandwich. There’s a rich history and culture of our current franchisees who first fell in love with the brand as fanatical customers. You can’t really find that kind of deep-rooted affinity anywhere else.
With more than 220 locations across 5 states, the company offers plenty of room for franchisees to grow in both existing and untapped markets while introducing Togo’s next-generation stores to new guests.
FC: What is the typical investment to open a Togo’s?
GL: The initial franchise fee for Togo’s is $30,000 with the total single-unit investment ranging from $325,000 to $350,000.
We also have phenomenal incentives for potential franchisees, though! We offer a discount of 50% off the initial franchise fees to law enforcement, fire fighters, educators and military veterans! It’s our way of saying “thank you”!
To learn more about Togo’s and its excellent franchise opportunities, please visit www.togos.com/franchising/why-togos.