Each day's featured sandwich will be drawn from the chain's "greatest hits," such as its popular turkey and avocado sub. The normal price of a 6-inch sub ranges from $4.79 to $5.79, depending on the ingredients.
The promotion, which will run for an unspecified but limited period, is a follow-up to a $1.99 sandwich special run last fall.
That earlier promotion, which was limited to one discounted-price sandwich each Wednesday, increased traffic and produced positive consumer feedback--but Togo's found that it could not sustain that pricing level, the chain's chairman and CEO, Tony Gioia, told a fast-food columnist on the OC Register Web site. "What we learned is consumers want value, so this is our way to do it," he said, adding that it's "hard to say" how many consumers stayed on as regular customers after that promotion.
Gioia has stated that Togo's does not plan to heavily discount its sandwiches on an ongoing basis, but instead will focus on value in the form of quality, freshness and portion quantity.
As with the 2008 promotion, Togo's is donating a portion of each purchase generated from the $3.99 deal to the Juvenile Diabetes Research Foundation.
Togo's Eateries, which has 248 franchised locations on the West Coast, is a wholly owned subsidiary of San Jose, Calif.-based Togo's Holdings, LLC. The business was acquired in late 2007 by private equity firm Mainsail Partners in partnership with Gioia, a former president of Baskin-Robbins.