Togo’s Sandwiches Finds Recipe for Success in New Restaurant Prototype with Valencia-based Franchisee Robert Dorian
Sandwich Chain, Founded in San Jose, Calif. in 1971, Takes First Step in Rebranding Campaign with June 19 Grand Opening in Valencia, Calif.
When a young college student started a sandwich shop around the corner from San Jose State University in the early 1970s, he had a simple recipe: fresh ingredients piled high atop fresh-baked bread for a price even college students would find appealing. His idea proved popular and, as the company rounds the corner on 40 years in the business, Togo’s chairman and CEO Tony Gioia is ready to launch an ambitious brand update that leverages Togo’s history as a West Coast original.
“We’ve been a part of the people's lives since 1971 and our quality and history sets us apart from other national chains.”
On June 19, Togo’s will join its newest franchisee, Valencia-based businessman Robert Dorian, to open the first new prototype restaurant at 28166 Newhall Ranch Road. The restaurant features classic reminders of the chain’s roots and delivers on the quality sandwich experience that fans of Togo’s already enjoy. It’s representative of a system-wide brand refresh occurring over the summer of 2010, and it’s just the beginning.
Dorian is the company’s 168th active franchisee, opening the 240th restaurant in the system in a time when many are surprised to see businesses hiring, much less opening anew. “My wife Nadeen and I are raising our daughters here in Valencia and have always been Togo’s fans on the customer side of the counter,” he says. “But once I saw what Togo’s had to offer its franchisees, I knew I wanted to be a part of it -- and that the time was now.”
CEO Gioia agrees, adding, “Togo’s has a core strength in the quality of our food, and we are proud to have quality franchisees such as the Dorians join our family.” He continues, “As a businessman, I hope this new restaurant reminds people that growth in this economy is possible with the right opportunity.”
The new prototype design and system-wide refreshment were the brainchild of Togo’s vice president of branding and marketing, Renae Scott. “I wanted to capture the essence of Togo’s as a West Coast original,” says Scott. “We’ve been a part of the people's lives since 1971 and our quality and history sets us apart from other national chains.” Working with WD Partners, a nationally recognized retail design firm, Scott spent more than a year leading a team of executives, franchisees and experts to develop the new prototype and systemwide brand refreshment.
The restaurant chain’s first new prototype location will officially open with a Chamber of Commerce ribbon-cutting ceremony June 17 and a one-day fundraiser on June 19, when all sandwiches will be sold for $1 with proceeds going to Valencia public schools.
About Togo’s Sandwiches
In 1971, a young college student with a big appetite and a little money bought a small sandwich shack in San Jose where he started making sandwiches the way he liked them—big, made to order, and stuffed with fresh ingredients. Before long, there were lines out the door and Togo's Sandwich Shop was on its way to becoming a West Coast original.
Now, almost 40 years later with more than 240 restaurants, Togo’s still serves up big, fresh sandwiches, made to order. Just the way we always did. Just the way you like them.
