News Summary
Potbelly Sandwich Works has announced plans to open 15 new locations in Georgia, focusing on the greater Atlanta area. The expansion, in partnership with the Royal Restaurant Group, will begin in January and aims to open three stores annually over five years. This move marks Potbelly’s entry into the Georgia market, adding to its existing locations across the U.S. The company is also addressing recent financial challenges with new meal deals while pursuing growth strategies for franchise operations nationwide.
Atlanta, Georgia – Potbelly Sandwich Works, a well-known sandwich chain, has announced ambitious plans to open 15 new locations throughout Georgia, with a primary focus on the greater Atlanta region. This expansion is set to begin in January 2026, with three stores expected to open each year over a five-year period, marking Potbelly’s first foray into the Georgia market.
The franchise partner responsible for this expansion is the Royal Restaurant Group, which also holds a development agreement for 36 additional stores signed earlier in 2023. Potential neighborhoods for the new Potbelly locations include Alpharetta, Roswell, Marietta, and Duluth, all of which are situated in central and northern parts of the Atlanta metropolitan area.
As of now, Potbelly operates approximately 450 locations across the United States, with a corporate headquarters based in Chicago, Illinois, home to 113 eateries. The company has also expanded into southern states, now boasting nine locations in North Carolina, as well as new restaurants in Nashville, Tennessee, and Olive Branch, Mississippi. Within the state of Texas, Potbelly has a significant presence with 63 locations, while Virginia has 29.
Potbelly serves a diverse menu of items including a range of sub sandwiches such as smoked ham and Swiss, turkey and Swiss, grilled chicken and cheddar, Cubans, Italians, and meatball subs. Additionally, the restaurant offers salads, soups, mac and cheese, combo meals, cookies, and milkshakes, providing plenty of options for customers.
The development of Potbelly locations in Atlanta aligns with the company’s broader strategy outlined in their Franchise Growth Acceleration Initiative, which seeks to increase both the number of franchise operations and overall market presence. The company aims for a total of 2,000 locations nationwide, with a target of having approximately 85% of these operated through franchising. Currently, there are about 260 signed agreements for new development that have not yet been completed, indicating significant anticipated growth.
Despite Potbelly’s expansion plans, the chain has faced some challenges in its recent financial performance. In a recent report, same-store sales fell by 1.8% at company-operated locations. In response to these challenges, Potbelly introduced a $7.99 meal deal, strategically priced to remain below the $9 mark often associated with lunch offerings, thereby providing a perceived value to customers.
Looking ahead, Potbelly anticipates that 2024 will be a watershed year for growth, expecting record numbers of franchise store openings. The company is actively seeking more qualified candidates for franchise opportunities not only in Atlanta but across various regions of the United States, as it strives to enhance its market position.
The focus on customer service and food quality remains at the core of Potbelly’s business model, underscoring the company’s commitment to delivering value to its consumers. The expansion into Georgia represents a crucial step in the brand’s strategy to penetrate new markets and strengthen its presence across the southeastern United States.
Deeper Dive: News & Info About This Topic
- Augusta Chronicle
- Wikipedia: Potbelly Sandwich Works
- Restaurant Dive
- Google Search: Potbelly Sandwich Works Georgia expansion
- GlobeNewswire
- Encyclopedia Britannica: Factory Restaurant
Author: STAFF HERE AUGUSTA WRITER
AUGUSTA STAFF WRITER The AUGUSTA STAFF WRITER represents the experienced team at HEREAugusta.com, your go-to source for actionable local news and information in Augusta, Richmond County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Arts in the Heart Festival, Westobou Festival, and Masters Week. Our coverage extends to key organizations like the Augusta Metro Chamber of Commerce and Greater Augusta Arts Council, plus leading businesses in manufacturing and healthcare that power the local economy such as Textron Specialized Vehicles, Cardinal Health, and Nutrien. As part of the broader HERE network, including HEREAtlanta.com and HERESavannah.com, we provide comprehensive, credible insights into Georgia's dynamic landscape.
