SAN JOSE Calif. First El Pollo Loco went after KFC’s grilled chicken to start the “chicken wars.” Then, the parent to Carl’s Jr. and Hardee’s lobbed an attack on McDonald’s iconic Big Mac, setting off another round of the “burger wars.” Now, the West Coast sandwich chain Togo’s is throwing down the gauntlet.
Over pastrami?
Confident that its hot pastrami sandwich is meatier and better tasting than other chains’ “breadwiches,” the San Jose, Calif.-based Togo’s Eateries Inc. on Wednesday is scheduled to debut systemwide a new money-back guarantee and an ad campaign designed to stoke the “Pastrami Wars.”
It’s not clear which competitor is the target — Togo’s isn’t saying — but Tony Gioia, Togo’s chairman and chief executive, wants to stake the claim that his chain’s pastrami sandwich is the best. If a customer doesn’t agree that Togo’s pastrami sandwich is better than any others out there, they get their money back. The deal requires receipts of both Togo’s sandwich and “the other guy’s” sandwich to qualify.
With a suggested price of $5.49, the Number 9, made with five-ounces of freshly sliced lean pastrami seasoned with a proprietary blend of spices, has been the top-seller for years. Gioia estimated the 242-unit chain serves more than 1.5 million pastrami sandwiches per year.
“At Togo’s, we know our quality is superior to those ‘breadwiches’ the other guys serve, and we aren’t afraid to put our money where your mouth is,” he said.
The campaign will include in-store creative materials featuring a “sandwich guru” who says “No more skimpy breadwiches. I want my sandwich big and meaty!” The campaign will also include radio advertising throughout California and television ads in San Francisco. A social media element will also feature a YouTube video contest.
The guarantee is scheduled to run through Oct. 20.
Togo’s is owned by private equity firm Mainsail Partners and members of the management team.
Contact Lisa Jennings at [email protected].