--- title: "Togo’s Targets the San Francisco Bay Area For Further Expansion" url: https://burnaze.com/article/41fe86d1-3588-47ae-ba04-52aec08a56a1 source: "1851 Franchise" original_url: https://1851franchise.com/togos-targets-the-san-francisco-bay-area-for-further-expansion-2716709 category: "Restaurants" industry: "Restaurants" topics: ["Development & multi-unit"] published: 2021-09-21T13:08:00.000Z modified: 2026-11-01T02:13:00.265Z image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/2de242b7bd33b03b0a07cc962c9bc5299251.jpg --- # Togo’s Targets the San Francisco Bay Area For Further Expansion **TL;DR:** Togo's is targeting the San Francisco Bay Area for expansion, aiming to fill gaps in the market and strengthen its presence in its birthplace. The brand plans to open approximately six to 12 locations a year in the market, with a focus on the San Francisco Peninsula, East Bay, and Central Valley. *originally published in 1851 Franchise on 2021-09-21. [Read the original](https://1851franchise.com/togos-targets-the-san-francisco-bay-area-for-further-expansion-2716709).* ## Story Fresh off a year of brand-strengthening changes, Togo’s is targeting its own birthplace for expansion: the San Francisco Bay Area. While the fast casual sandwich brand already has two locations in San Francisco and several more throughout the Bay Area in general, there is still much ground to be covered, and brand executives are looking to fill gaps in the market. Togo’s Vice President of Franchise Sales and Real Estate, John Dyer, noted that the San Francisco Bay Area is the brand’s heartland, as the first Togo’s opened in San Jose fifty years ago. ## Bay Area Expansion Plans “The San Francisco Bay Area market presents the best opportunities for success,” Dyer said. “The brand’s presence is strongest in that market because we’ve been there for so long. Any infill opportunities would also be great because it’s a market in which we have some of our strongest media presence.” Dyer elaborated by sharing that Togo’s has “a built-in clientele that is familiar with the brand.” This has provided Dyer and his development team with valuable organic interest. “Folks in the larger area see TV ads for Togo’s and are looking for the opportunity to visit one. Unfortunately, sometimes, it’s not convenient for them to visit Togo’s on a regular basis because of the distance. For that reason, the San Francisco Bay Area still presents a great opportunity for franchise candidates.” ## Targeted Growth Areas Dyer estimates the Bay Area can hold as many as 30 more territories, and the brand wants to open approximately six to 12 locations a year in that market. Togo’s is particularly looking to expand in the San Francisco Peninsula, the East Bay, and the Central Valley. “The brand isn’t as well-represented on the San Francisco Peninsula as compared to the South Bay Area closer to San Jose,” Dyer said. “I think folks are looking for the brand particularly along the San Francisco Peninsula and in the city of San Francisco, and right now the locations are few and far between. Also, there are some areas in the East Bay area that offer great opportunities due to strong daytime populations.” East Bay target cities include Pleasanton and Dublin. Major employers in Pleasanton include Kaiser Permanente, Safeway, and Oracle, while major employers in Dublin include Ross Stores and SAP. Whether a prospective franchisee is familiar with Togo’s or new to it, they should be aware of the many initiatives the brand has launched over the past year. Changes include the launch of cheese steak sandwiches and revamping the stores operational and technology systems as well as the décor in an effort known as Togo’s 3.0. Dyer is enthusiastic about the changes and believes they will only boost the brand in the eyes of both prospective franchisees and consumers in the San Francisco Bay Area—and Togo’s fans who don’t live close to their beloved sandwich shop can rejoice at the brand’s willingness to expand within its home market. “We’ve got this great new look and feel and a new Speed Line service platform,” he said. “Given the strong brand recognition in the Bay Area, I’d say our fans will be delighted to see the changes we’ve made once we’ve established a location closer to them.” *The cost to open one Togo's restaurant ranges from $216,500 to $451,500. This includes a $15,000 (if you are an existing franchisee buying an additional Togo’s Restaurant) or $30,000 (if you are a new Togo’s franchisee) franchise fee. The cost to open three Togo's restaurants is is $261,500 to $491,500 with a $60,000 franchise fee. For more information about franchising with Togo's, please visit* * Togo’s is also offering a 50th Anniversary Incentive that cuts the franchise fee by 50%.* ## Entities - 1851 Franchise (publication) - Restaurants (sector) - unit expansion (topic) - franchise sales (topic) - market growth (topic) - TOGO'S (company) - Bay Area (location) - San Jose, California (location) - Oracle (company) - Safeway (company) - brand presence (topic) --- Originally reported by 1851 Franchise (https://1851franchise.com/togos-targets-the-san-francisco-bay-area-for-further-expansion-2716709). Summarized by Burnaze (https://burnaze.com/article/41fe86d1-3588-47ae-ba04-52aec08a56a1).