Togo's modifies pricing to make way for premium options

SAN JOSE Calif. Togo’s Eateries Inc. has rolled out a new pricing structure for the chain’s 253 stores across the West Coast, enabling a move to more premium ingredients such as all-natural chicken, officials said Tuesday.

Previously, Togo’s offered all sandwiches at the same price per size, which generally varied between $4.99 and $5.29 for a six-inch sandwich, depending on the market. Last week the all-franchise chain switched to a three-tiered pricing system in which six-inch sandwiches are available at the recommended price of $4.59, $5.29 or $5.49, depending on ingredients.

Tony Gioia, Togo’s chairman and chief executive, said the new pricing structure gives consumers more options and helps franchisees with inflation pressures by allowing them to charge slightly more for premium ingredients.

“Six items actually went down in price,” Gioia said. “Consumers can trade up, if they want, or they can stay with more value-oriented options. And our franchisees are happy because it helps on the margin side.”

The move coincides with a switch to all-natural chicken in sandwiches, salads and wraps. The chicken now used is free of artificial colors or flavors, chemical preservatives or other synthetic ingredients, Gioia said.

“Switching all Togo’s restaurants to all-natural chicken is a big step in the right direction for Togo’s,” said Gioia. “Our philosophy at Togo’s is to provide generous portions of fresh and delicious food using the best available ingredients in the market. We couldn’t be happier with this upgrade to our menu and look forward to serving our health-conscious guests.”

Gioia said the chain is planning to switch to an all-natural option for at least one other protein, and said the product is currently in tests.