RISE - Menu Monitor

Potbelly Sandwich Works
Headquarters
222 Merchandise Mart Plaza Suite 2300, Chicago, Illinois 60654 USA
Tel: (312)951-0600 Fax: (312)951-0300
www.potbelly.com
Ownership: Private
Segment: Limited Service Other Sandwich
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 145,000 95,778 64,000
Company-owned ($000) 145,000 95,778 64,000
Franchised ($000) - - -
U.S. Number of Units 140 102 68
Company-owned 140 102 68
Franchised - - -
International Sales ($000) - - -
International Units - - -
Average Sales/Unit ($000) 1,200 1,198 1,172
Concept Positioning |
Potbelly Sandwich Works is chain of privately held sandwich shops. Potbelly prides itself on having a fun-filled atmosphere in
this unique neighborhood sandwich joint. Its small menu focuses on submarine sandwiches, malts and smoothies. Potbelly
currently has locations on the East Coast and Midwest.
Units can be freestanding or located in airports and malls depending on the location. The comfortable, casual atmosphere is
reminiscent of an old-fashioned sandwich shop and is complemented by vintage furniture, antique memorabilia, vintage street
signs and rustic-looking book cases filled with books. Live music is also featured. Restaurants are limited-service operations
open for lunch and dinner providing dine in, take-out and delivery services. Breakfast is also available Monday through Friday
at some locations. Ranging from 1,500–3,000 sq. ft., units average 50–60 seats for patrons.
Potbelly Sandwich Works was founded in 1977 in Chicago, IL, when a young couple started offering sandwiches and
homemade cookies in their antique store. In 1996, the shop was purchased by Bryant Keil who has since expanded the
concept. In mid-2006, Potbelly received $58 million in private equity financing, which will help the chain continue its nationwide
expansion. The company plans to double its total number of units by 2008.
Menu Positioning |
Potbelly is open for lunch, dinner, and breakfast Monday through Friday. Specializing in made-to-order sandwiches, the menu
features fresh, quality ingredients served on Italian sub rolls. Guests have the option of ordering their sandwiches cold, or
having it toasted in an oven. Each order includes lettuce, tomato, onion, oil, pickles and Italian seasoning with may, mustard
and peppers optional. Signature items include The Wreck—ham, turkey, roast beef and salami with provolone cheese;
Turkey—turkey and melted Swiss cheese; and the Italian, Ham & Cheese, Veggie and Meatball subs. Breakfast sandwiches
are also menued, including made-to-order varieties of traditional options like Ham & Cheese; Bacon, Egg & Cheese; and
Sausage, Egg & Cheese on choice of wheat sub roll, Italian sub roll or bagel. Starting in February 2007, Chicago locations
began offering salads. Varieties are Chicken Salad Salad, Italian Salad, Wreck Salad and Veggie Salad. Rounding out the
menu are cookies and ice cream sandwiches as well as thick, old-fashioned malts and milkshakes available in chocolate,
vanilla, strawberry and coffee flavors. Menu prices range from $0.99–$4.29. Checks average $5.83.
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