This story appeared in the Antelope Valley Press April
20, 2001.
By ANN WISHART
Valley Press Business Editor
PALMDALE - Jeff Dollinger, franchisee of the joint Togo's Eatery/Baskin-Robbins restaurant under construction at 39340 10th St. West, is under no illusions. Competition is going to be tough.
With a Panda Express next to Target, a Baja Fresh Mexican Grill ready to open across the street and other eateries in the area building or soon to build, he hardly has a corner on the meal market. But he has some high cards in the game - sandwich specialties and fast, high-quantity production - with an ace in the hole in the form of his partner, Mike Argabright, a veteran trainer for Togo's and Baskin-Robbins.
"There's no more qualified trainer in the world," Dollinger said. He and his partner plan to open in late May, just as summer hits the Antelope Valley, he said, and just about the time everyone is out of school and thinking about summer-type things, such as ice cream. By then, they will have hired at least 30 employees for both counters in the 1,800-square-foot building. There will be seating for 50, inside and outside, Dollinger said.
"We'll have great outdoor seating, great for warm nights - when it's not too windy," he said. He knows about Valley wind, having lived in the region as a youngster. As a "recovering attorney" he bought his first Togo's franchise in Valencia several years ago and did well enough to open stores in Burbank and Studio City. He came to Palmdale because it reminds him of Valencia, Dollinger said. The demographics are strong for his purposes: rural, upscale families with relatively high median income. The sandwich competition is light, and the Valley is posed to grow. And, Argabright wanted to live here so much he has already bought a house and moved in, Dollinger said.
"I see Palmdale being a lot like Valencia" where his busiest store is, he said. "It's a good time to get in."
Dollinger works out of his home in Valencia but is on the road a lot, keeping in contact with his cellular phone.
"My office is wherever I am," he said.
Including the franchise fee, the project costs $350,000, so he is counting on the appetites of both Valley residents and travelers to make his investment pay off. People like variety, so he knows the same diners won't be stopping by every day for lunch.
"I'll be happy with every other day," Dollinger said.