SAN JOSE Calif. Small continues to be big business in the restaurant industry, as sandwich chain Togo’s hopes to prove with the introduction next week of its Mini Classics, smaller versions of its six most popular sandwiches. The limited-time offers will cost $2.50 per sandwich and can be made into a combo meal with chips and a drink.
“Our guests have told us that they love our classic sandwiches and wanted them sized for smaller appetites and snacks,” said Renae Scott, Togo’s vice president of branding and marketing. “The six new Mini Classics are a great portion and still stuffed full like you’d expect from Togo’s. We never skimp, especially not on our Mini Classics.”
The sandwich varieties, served on freshly baked artisan rolls, include the following favorites, commonly referred to by number: No. 3 Turkey & Cheese, No. 9 Hot Pastrami, No. 7 Roast Beef, No. 20 Albacore Tuna, No. 24 Turkey & Avocado, and No. 29 Chicken Salad.
The Mini Classics, which chairman and chief executive Tony Gioia called “perfectly portioned and perfectly priced,” continue a trend in the restaurant industry toward miniaturization.
First seen in casual dining as a way to offer value by shrinking portions and price points, notably with sliders and other mini burgers or itty bitty desserts, the movement more recently has spread to quick service. Earlier this year, Burger King rolled out slider-inspired Burger Shots, and Quiznos Sub kept dropping the size and price of its sandwich offerings to include a $4 Toasty Torpedo and a $3 Toasty Bullet to go along with its existing $2 Flatbread Sammies miniature items.
“Where mini fits into the overall trend is portion flexibility,” said Darren Tristano, executive vice president of Chicago-based research firm Technomic. “What Togo’s is doing is giving more flexibility in pricing and trying to make a higher margin by selling this at a lower price, but at a premium.”
Consumers are willing to pay a premium for a smaller portion, Tristano added, which led to wide adoption of trends like tapas in full-service restaurants. Prices between $2 and $5 for smaller items appeal to consumers because the mini product seems like a sample for a low price, he said, and operators like the opportunity to build the average check by bundling mini items with sides and drinks.
“The risk is that they could cannibalize the opportunity for larger sales,” Tristano said. “Maybe Togo’s loses a little on the average check, but on the flip side there are those who don’t want as much food, and maybe they can pick up increased traffic.”
Togo’s said its six Mini Classics each would contain fewer than 350 calories.
San Jose, Calif.-based Togo’s has 242 franchised locations on the West Coast.
Contact Mark Brandau at [email protected]
