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With a marketing budget no bigger than a breadbox, San Jose, Calif.-based sandwich shop Togo’s is the latest QSR to engage in a media meat war. In local TV and radio buys, the 250-shop California chain will take on unspecified sandwich shops in a put-your-money-where-your-mouth-is promotion for its $5.49/five-ounce Number Nine Hot Pastrami sandwich with the tagline: “Togo’s: Better than a breadwich, guaranteed.”
“We saw the other guys fully engaged in price wars,” said vp-marketing Renae Scott, in response to why Togo’s is doing its first real marketing after nearly 40 years in business.
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