Sandwich Shop Fattens US Development Pipeline

With a long-term goal of 85% franchised units, the brand is looking to new and existing partners to grow.

November 8, 2024

Atlanta will get its first Potbelly in the next few years as the chain looks to more than quadruple its total unit count, with a heavy reliance on franchisees.

Potbelly is Georgia-bound for the first time after inking a 15-unit agreement with current franchisee Royal Restaurant Group, according to a Nov. 8 release.

The shops will all be in the greater Atlanta region. Development is expected to begin in January 2026, with three openings anticipated each year thereafter.

Last October, Royal Restaurant Group signed on for a 40-unit agreement. It currently operates four shops, and continues to develop units in both Ohio and Florida.

Additional Partners

Further, as a result of six newly announced multiunit agreements, Potbelly is set to introduce 32 units across six U.S. states.

These agreements, all of which were finalized within the past five months, involve new and existing franchisee partners, says a release. The plans will grow counts in Arizona, Illinois, Missouri, North Carolina, Texas and Virginia, and are expected to be carried out over the next eight years.

Currently, Potbelly has more than 425 shops in the U.S., including more than 80 franchised shops. Long-term, however, the chain is working toward a goal of 2,000 shops, with at least 85% being franchised.

“These commitments represent our dedication to executing efficiently on our franchise-led growth strategy,” says Bob Wright, president and CEO of Potbelly. “Each of these new development opportunities supports our long-term plans for expansion in the United States. We are highly motivated by the growth we have seen thus far in 2024 and look forward to carrying this momentum with us into 2025.”