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BRAND NEWS

Togo's Turns Up the Heat with Summerfest

Surfers and landlubbers alike are finding plenty to get excited about at Togo's this season, thanks to Summerfest. On June 26, Togo's shops everywhere kicked off their biggest promotion of the year with a savory new sandwich, cool prize giveaways, exciting publicity events, and special Summerfest advertising. When the sizzling days of summer arrived, this season-long marketing event was off to a hot start.

One Saucy Chick!
Summerfest 2000 provided an ideal stage for introducing a new menu item, so Togo's product development team set out to create a new summertime classic. The Savory BBQ Chicken sandwich combines slices of roasted chicken with Togo's unique sauce, made with a savory blend of herbs and spices. Toppings are kept to a minimum - just add tomato, lettuce, and onion - so nothing competes with the great BBQ flavor.

The new sandwich was market tested in several stores this spring, including Togo's in Alameda, California. Anna Ratti, the store's general manager, says, "Savory BBQ Chicken has turned out to be very popular. Some customers have a favorite sandwich or two and are hesitant to try something different, so we offered guests a sample of the the Savory BBQ Chicken sandwich. We found that once they try it, most buy it again and again."

"The Savory BBQ Chicken sandwich was an instant success in my Valencia store," says franchisee Jeff Dollinger of California. "When initially offered, it exceeded the high sales levels of the Sicilian Chicken sandwich. While the Sicilian has regained the top spot in terms of hot chicken sandwich sales, the BBQ comes in a close second. Together, the Sicilian and Savory BBQ Chicken sandwiches have boosted our dinner sales considerably and have put Togo's on the map a a viable dinner choice for our customers."

Togo's Rides the Waves
When customers visit Togo's this summer, the first thing to grab their attention is a sleek, custom-designed Togo's surfboard that each shop will give away to a lucky customer at summer's end. As the centerpiece of the Summerfest promotion, the surfboards were custom made by the manufacturers of Rusty, one of the sport's most popular brands.

To enter the giveaway, customers complete an entry form that is available in-store or online at www.togos.com. Not only will the forms be used to select the prize winners, but the Togo's marketing team will use them to create a store-specific email database for the re-launch of the Togo's website this fall. One winner will be drawn from each store's entries on August 25. While the surfboards have made a big impact with customers in shops this summer, just imagine the kind of publicity they'll create when they hit the beaches!

Selling the Summerfest Splash
To further communicate the Summerfest message, point-of-purchase (POP) materials herald the Savory BBQ Chicken sandwich with several colorful items, including an eye-catching banner, posters, and counter mats. And while the Togo's surfboard grabs consumers' attention in a big way, the details have not been overlooked...like crew T-shirts with the dynamic Summerfest logo and temporary Summerfest tattoos.

"In addition to the extensive POP package, weĠre also doing a two-week radio flight in late July for key California markets, while other markets are being supported through special team efforts," says Nicole Conley, assistant brand manager. ÒFor example, weĠre participating in some major local market events such as the KROQ Weenie Roast held at California's Edison Field in June. WeĠre also gaining summer-long exposure in San Jose as a sponsor of Music In the Park, a nine-week concert series.

The Summerfest promotion and Savory BBQ Chicken sandwich should help Togo's end on a high note as the summer draws to an close. But there is still more product news to come - the Togo's brand team has been cooking up new products and promotions all summer long. Watch for upcoming issues of Brand News to learn how we plan to keep customers coming back for more!