Sponsored by Potbelly Corporation
Fast-casual brands with a rich history are culinary powerhouses, but evolving consumer preferences demand adaptability and innovation. To stay relevant, beloved brands are prioritizing exclusive offerings and embracing tech innovation to enhance the customer experience.
Potbelly Sandwich Works, the segment-leading sandwich franchise that debuted nearly 50 years ago, has invested in analyzing consumer trends and adapting its strategy to bolster its accelerated growth nationwide. Looking to expand to 2,000 units, Potbelly has ramped up growth with new and existing franchisees, adding commitments for 32 shops to its growth pipeline in Q1 of 2024.
Founded by Peter Hastings, Potbelly’s first shop opened in the heart of Chicago in 1977 as a small antique store where Peter refurbished his large collection of vintage Potbelly stoves. To boost sales, Peter began offering sandwiches to customers. Quickly gaining local popularity for the hot, oven-toasted sandwiches, homemade desserts, and live music, Peter pivoted the business model.
Potbelly’s welcoming vibe, loyal fan base, and innovative menu has set the stage for its strategic expansion. Potbelly has now grown to over 425 locations across 32 states, serving up “good vibes and great food” to guests nationwide.
LTOs Drive Repeat Business
To ramp up repeat business, brands are turning to limited-time offers (LTOs) and seasonal fare. Chick-fil-A showcases seasonal beverages, and customers look forward to Taco Bell’s Nacho Fries each time they’re added back to the menu. LTOs generate excitement and a sense of urgency among consumers. These campaigns also provide insights to evolve menu development and enhance marketing strategies. At least 60% of consumers said LTOs add “excitement to the menu and experience.”
A diverse menu with appealing items helps Potbelly attract and retain loyal customers. The brand has performed strongly across its lunch and dinner dayparts, delivering an array of limited-time crave-worthy sandwiches and treats to refresh the menu, generate new news, and drive customer loyalty. Leveraging its carefully crafted menu of attractive sides like its Chicken Pot Pie Soup and Mac and Cheese, and indulgent treats like their fresh baked cookies and hand-dipped shakes, Potbelly satisfies guests even during snack time.
Additionally, many top foods from the National Restaurant Association’s “2024 What’s Hot” list are internationally inspired. With evolving consumer preferences comes evolving flavor trends; and Potbelly’s LTOs – like the Jalapeño Popper Chicken Sandwich or Dulce de Leche Cookie – focus on incorporating innovative flavors and menu trends to appeal to current consumer preferences.
Potbelly’s high-quality, crave-worthy sandwiches satisfy any palette and are always served the Potbelly way ― oven-toasted at 500 degrees.
Taking a Tech-Forward Approach
According to Deloitte, consumers aged 18-38 are more likely to return to restaurants that use automation, signaling a trend. Many large chains are adapting this tech-forward approach by investing in the enhancement of digital tools to streamline operations, improve customer experiences, and leverage LTOs.
Taco Bell, Chick-fil-A, and Wendy’s have improved the customer experience and worked to optimize operations through updated digital channels. Similarly, Potbelly has invested in its digital footprint to further drive store traffic, streamline operations at the store level, enhance order speed and accuracy, and improve on-time delivery speed. Each franchised location is equipped with these tech-enabled enhancements to foster streamlined in-store, take-out, and delivery dining.
In January, Potbelly relaunched its Potbelly Perks loyalty program and App with new benefits and enhanced personalization, rewarding members faster than ever before.
"The reimagined Perks loyalty program puts Potbelly fans in greater control of their rewards. Previously our fans had to wait until they had enough points to earn a reward for a free entrée. Now they can earn a reward in as little as one or two visits and have access to the entire menu," said David Daniels, chief marketing officer at Potbelly. “Our Perks loyalty program makes earning rewards and redeeming them remarkably easy."
Building upon its value-driven offerings, guests can also enjoy exclusive access to Potbelly’s app-only “Underground Menu,” a gateway to hidden menu items like its fan-favorite “A Wreck” sandwich served as a salad.
Emphasizing Value
Innovating menus and tapping into consumer trends are top-of-mind for these brands as consumers shift to a more cost-conscious approach to fast-casual dining. A new survey of 750 diners reveals that 37% of dine-in guests and 40% of takeout customers want everyday value options alongside promotions and discounts. To meet this need, Potbelly offers a Pick Your Pair deal, featuring a combination of value-driven menu pairings for guests every day, plus digitally driven promotions throughout the year.
Potbelly’s competitive advantage flourishes in its in-store customer experience with a distinct and inviting vibe, balancing the significant technological enhancements made while offering a dine-in experience that is second to none.
Preserve the Sandwich Legacy
By focusing on core brand differentiators including guest personalization and menu innovation, Potbelly is a powerhouse in an evolving, fast-casual industry.
As the brand scales nationwide, Potbelly continues to seek qualified, multi-unit operators in key markets. Don’t wait for this Hot Opportunity to cool down! Candidates can get started by filling out this form and connecting with the Potbelly franchise development team to learn more.
