I just finished a heart-lifting experience of working for several days with Togo’s in San Jose, CA. They are a sandwich company with high quality ingredients which uses a unique deli style 1:1 service model. Unlike Subway and Quizno’s, they offer a personal connection between the sandwich maker and the guest. The company was founded in 1971 outside San Jose State University, by a young college student with a big appetite and a little money. He also had a clear vision of Togo’s as a service organization:
It was really fun working at Togo’s. We put on a show daily, dazzling the customers with our sandwich making skills, speed of service, and friendly interaction. There was a lot of camaraderie among the crew members and the atmosphere was a bit like a circus and the customers were part of the festivities.
Jeff Sweetman, Mike Cobler, the Founder of Togos, and Barbara
However, over the years, that vision became increasingly blurred and service became re-defined as a set of tasks instead of a passion to serve. So, our cause was to bring a team together for a day to craft a new service vision, mission, values, and plan that would re-energize the franchisees and employees and give them a laser focus on their strengths – quality of food, speed, one-on-one interactions, and an edgy, fun atmosphere. And what a day it was! 😉
Jeff Sweetman, the Director of Franchise Services, took the lead in this process by holding town hall meetings with many front line employees, surveying all Togo’s sandwich club members, and collating all the complaints since the beginning of the year. It was amazing how closely this feedback correlated! We also met with the founder of Togo’s, Tony Gioia, the CEO, and several members of the Executive Leadership Team to get their support and buy-in. Finally, a team was hand selected, consisting of several employees, some key franchisees, and several corporate staff, and we spent the day focusing on our objectives. The team is called “The Johnny Project” based on my story of “Johnny the Bagger®”, showing how one person can change a whole culture.
Some of the Togo's Franchisee Team
The results were thrilling! Team members bonded quickly — there was no “elitism” based on position. Everyone soon realized the value the front line employees had and their inherent leadership abilities. (I reminded the CEO that he had 4000 more of these wonderful people working out there in the stores!) There was passion, commitment, and lots of laughter……and great ideas were rampant.
We spent the first 2/3 of the day crafting the Vision, Mission, and Values. After several focused sessions, the team worked on four committees related to the feedback obtained earlier: Training, Policies and Procedures, Spirit (Internal), and “WOW” (External), brainstorming ideas, all related to the new Vision and Mission. Finally, at the end of the day, each committee presented their ideas to the Executive Leadership Team. And then came a celebration!
Their results:
TOGO’S VISION: “To be the best damn sandwich shop in America!”
TOGO’S MISSION: “To delight your hearts and tummies, one sandwich at a time.”
TOGO’S BRAND: 1:1
One on one relates to both a business level and a human level.
On the business level, we’ll make a great sandwich the way you like it.
On the human level, we’ll touch your heart.
TOGO’S VALUES:
Go the extra mile
Fun and Show
Individuality
Team work
Safety and Quality
Respect
Honesty
Of course, now the hard work of implementation begins. However, I just received the following email from a corporate employee:
They are really having fun at their stores. The Vision has quickly spread to many of the stores! It’s so catchy and powerful. At the store downstairs, they asked Jeff if they could have his bell, which he gave them, and they were ringing away yesterday and today with Crazy Combo sales! Shaanu said he was going to ask his manager if his store could have a bell, too.
IF you are ever on the West Coast, be SURE to find a Togo’s for lunch or dinner. You will not only love their sandwiches (try the pastrami or the turkey and avocado), but I hope you will also have a fun memory of people who really care!
For more information about Barbara’s work call 941-312-9169 or go to her website, , www.barbaraglanz.com.
