Essay on Togo s Interview Notes for Sections I

Section I:
-It was founded in 1967 by two surfers, opening a tiny shack on the San Jose State University campus. Four years later an undergraduate at SJSU, Mike Cobler, bought the restaurant and its name.
- The headquarters which manages its own shops and oversees the shops that are franchised. The headquarters has 45 company employees. The company has 19 shops just by themselves, while 235 shops are franchised out. Overall under the Togo’s name there are over 5000 employees.
- They have an annual revenue of $160,000,000
- Their clientele is made up of a demographic of basically 50% male/ 50% female. They tend to be older 25-40 years old range. They tend to have a higher education and higher income. Their core customer also eats Togo’s about 6-8 times a month. They mainly attract the “lunch time” crowd, since they specialize in sandwiches.
-As of now they see growth in advertising in social media, special promotions with local sports teams like the San Francisco Giants. They mostly rely on word-of-mouth because they believe they have great food and great service that creates the ultimate value for customers.
-As far as growth they’re adding 18 new shops this year. Overall they intend to add 15-20 shops every year. With the headquarters they like to add 1-2 field operators for every 25-30 new franchises that pop up. These field operators are the ones who oversee the many franchises to guarantee that they keep the brand image, and hold it to a certain standard.
Section II:
- They currently don’t have a mission statement. Their opinion of mission statements are that they are usually useless. They do however have a positioning statement: “Big Fresh, Meaty Sandwiches Served with a Big Smile” They believe it’s

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