SAN MATEO CALIF. —The design of a new Togo’s restaurant here cuts building costs by “over 30 percent,” compared with the chain’s standard store model, and incorporates a more efficient and guest-friendly service counter and “warmer” decor, an official of the 258-unit sandwich chain said.
Togo’s franchisee Charlie Cintron debuted the next-generation prototype in late June in Anaheim Hills, Calif. Last month, two-unit franchisee Bob Singh launched a second outlet on 3rd Avenue in San Mateo, just south of San Francisco. —The design of a new Togo’s restaurant here cuts building costs by “over 30 percent,” compared with the chain’s standard store model, and incorporates a more efficient and guest-friendly service counter and “warmer” decor, an official of the 258-unit sandwich chain said.
San Jose, Calif.-based franchisor Togo’s Eateries Inc., which was divested late last year by Dunkin’ Brands Inc. and now is controlled by private-equity firm Mainsail Partners of San Francisco, expects a boon to the chain as more operators adopt the redesign. —The design of a new Togo’s restaurant here cuts building costs by “over 30 percent,” compared with the chain’s standard store model, and incorporates a more efficient and guest-friendly service counter and “warmer” decor, an official of the 258-unit sandwich chain said.
Compared with a neighboring Anaheim Hills location that franchisee Cintron replaced in the same shopping center with the relocated prototype, “traffic count, ticket [average], late-daypart business, efficiency of operations” are “all up,” said Tony Gioia, chairman and chief executive of Togo’s Holdings LLC. “This is a home run.” —The design of a new Togo’s restaurant here cuts building costs by “over 30 percent,” compared with the chain’s standard store model, and incorporates a more efficient and guest-friendly service counter and “warmer” decor, an official of the 258-unit sandwich chain said.
John Ramsay, Togo’s vice president of development, explained that the prototype cost less to develop because it substitutes a renewable resource, bamboo, for stainless steel on counter fronts, and it replaces granite counter-tops with laminate or solid-surface Corian-type material. —The design of a new Togo’s restaurant here cuts building costs by “over 30 percent,” compared with the chain’s standard store model, and incorporates a more efficient and guest-friendly service counter and “warmer” decor, an official of the 258-unit sandwich chain said.
In addition, the old design called for a drywall ceiling throughout the restaurant, while the new approach saves money by using drywall for just 20 percent of the overhead surface and lower cost acoustic tiles for the rest, he explained. —The design of a new Togo’s restaurant here cuts building costs by “over 30 percent,” compared with the chain’s standard store model, and incorporates a more efficient and guest-friendly service counter and “warmer” decor, an official of the 258-unit sandwich chain said.
Ramsay said the new design improves operational efficiency by placing all food ingredients in a single station facing guests at the counter—in contrast to the old setup that requires employees to walk away from customers to prepare salads and soups at other stations. —The design of a new Togo’s restaurant here cuts building costs by “over 30 percent,” compared with the chain’s standard store model, and incorporates a more efficient and guest-friendly service counter and “warmer” decor, an official of the 258-unit sandwich chain said.
The new counter-and-make-station design is “not only more efficient, it also [improves] the customer service and guest relationship pieces,” Ramsay said. —The design of a new Togo’s restaurant here cuts building costs by “over 30 percent,” compared with the chain’s standard store model, and incorporates a more efficient and guest-friendly service counter and “warmer” decor, an official of the 258-unit sandwich chain said.
Togo’s prototype restaurant takes up 1,400 square feet and seats 40 indoors. Ramsay estimated that development costs for new-design restaurants will range from about $215,000 to $290,000. —The design of a new Togo’s restaurant here cuts building costs by “over 30 percent,” compared with the chain’s standard store model, and incorporates a more efficient and guest-friendly service counter and “warmer” decor, an official of the 258-unit sandwich chain said.
The color scheme of the new Togo’s design is dominated by two green shades called “perfect pear” and “palm frond,” but also features “oxygen” blue behind the menu board and red on one of the interior walls. —The design of a new Togo’s restaurant here cuts building costs by “over 30 percent,” compared with the chain’s standard store model, and incorporates a more efficient and guest-friendly service counter and “warmer” decor, an official of the 258-unit sandwich chain said.
The 40-seat Anaheim Hills and San Mateo restaurants feature conventional two- and four-top tables with chairs and some high tables and stools, but the new design package also offers the options of banquettes and wall counter seats. —The design of a new Togo’s restaurant here cuts building costs by “over 30 percent,” compared with the chain’s standard store model, and incorporates a more efficient and guest-friendly service counter and “warmer” decor, an official of the 258-unit sandwich chain said.
“We’re really trying to mix it up” and “offer something for everyone,” Ramsay said. —The design of a new Togo’s restaurant here cuts building costs by “over 30 percent,” compared with the chain’s standard store model, and incorporates a more efficient and guest-friendly service counter and “warmer” decor, an official of the 258-unit sandwich chain said.
Franchisees of the chain, which is concentrated in the West, also now have a choice of ceramic tile and stained-concrete flooring. —The design of a new Togo’s restaurant here cuts building costs by “over 30 percent,” compared with the chain’s standard store model, and incorporates a more efficient and guest-friendly service counter and “warmer” decor, an official of the 258-unit sandwich chain said.
Consultants provided much of the creativity behind the new design, but the Togo’s marketing department was charged with “aligning the new look and feel” with the chain’s targeted image, Ramsay said. —The design of a new Togo’s restaurant here cuts building costs by “over 30 percent,” compared with the chain’s standard store model, and incorporates a more efficient and guest-friendly service counter and “warmer” decor, an official of the 258-unit sandwich chain said.
Togo’s, he said, will probably open two additional restaurants this year and “has a lot more on the drawing board for 2009.” —The design of a new Togo’s restaurant here cuts building costs by “over 30 percent,” compared with the chain’s standard store model, and incorporates a more efficient and guest-friendly service counter and “warmer” decor, an official of the 258-unit sandwich chain said.
Founded in 1968, Togo’s sells wraps as well as sandwiches, salads and soups and generates estimated annual systemwide sales of about $150 million. In late 2007 the chain’s trade dress and franchising rights were sold by Canton, Mass.-based Dunkin’ Brands to Mainsail Partners, which formed Togo’s Holdings LLC to serve as the system’s franchisor. —The design of a new Togo’s restaurant here cuts building costs by “over 30 percent,” compared with the chain’s standard store model, and incorporates a more efficient and guest-friendly service counter and “warmer” decor, an official of the 258-unit sandwich chain said.
