Potbelly Sandwich Works Executive Summary
“Potbelly Sandwich Works”
Summary:
Potbelly Sandwich Works is a privately held restaurant chain that sells submarine sandwiches in the United States. Potbelly Sandwich Works began in 1977 founded by Peter Hastings. The original store is located in Chicago, in a retail space that was previously an antique store, Hindsight, also owned by Hastings. Many of the items that decorate the store were taken from the former business. Despite the fast-paced, never-a-dull-moment world of antique dealing, the couple decided to bolster their business by making sandwiches for their customers. What began as a lark, turned out to be a stroke of genius. Soon, people who couldn't care less about vintage glass doorknobs were stopping by to enjoy special sandwiches and homemade desserts in this unusual atmosphere.
Its name is derived from potbelly stoves common in the late 19th century. In 1998, Bryant L. Keil purchased the original store and expanded Potbelly to over 200 stores in Illinois, Indiana Michigan, Minnesota, Ohio, Texas, Maryland, Virginia, Pennsylvania, New Jersey, Washington D.C., Kentucky, and Wisconsin. When Bryant Keil paid $1.7 million for Potbelly Sandwich Works in 1996, people thought he was crazy. Convinced he could take the unique sandwich …show more content…
Geographic locations are selected carefully. Bryant Keil looks for cities that are not saturated with sandwich chains and have an urban/suburban density of core customers-young professionals less than 35 years old. Locations must be convient for them since Potbelly stores rely on high repeat business. Then there goes Promotion. Promotions are keyed to events like store openings and National Sandwich Day. For example, on National Sandwich Day, Potbelly hosts a “Belly Buster” sandwich eating contest at Potbelly stores. Prizes are awarded to winners and runners-up. Other event promotions raise money for local charities such as food banks, and community- based reading and music appreciatin
Summary:
Potbelly Sandwich Works is a privately held restaurant chain that sells submarine sandwiches in the United States. Potbelly Sandwich Works began in 1977 founded by Peter Hastings. The original store is located in Chicago, in a retail space that was previously an antique store, Hindsight, also owned by Hastings. Many of the items that decorate the store were taken from the former business. Despite the fast-paced, never-a-dull-moment world of antique dealing, the couple decided to bolster their business by making sandwiches for their customers. What began as a lark, turned out to be a stroke of genius. Soon, people who couldn't care less about vintage glass doorknobs were stopping by to enjoy special sandwiches and homemade desserts in this unusual atmosphere.
Its name is derived from potbelly stoves common in the late 19th century. In 1998, Bryant L. Keil purchased the original store and expanded Potbelly to over 200 stores in Illinois, Indiana Michigan, Minnesota, Ohio, Texas, Maryland, Virginia, Pennsylvania, New Jersey, Washington D.C., Kentucky, and Wisconsin. When Bryant Keil paid $1.7 million for Potbelly Sandwich Works in 1996, people thought he was crazy. Convinced he could take the unique sandwich …show more content…
Geographic locations are selected carefully. Bryant Keil looks for cities that are not saturated with sandwich chains and have an urban/suburban density of core customers-young professionals less than 35 years old. Locations must be convient for them since Potbelly stores rely on high repeat business. Then there goes Promotion. Promotions are keyed to events like store openings and National Sandwich Day. For example, on National Sandwich Day, Potbelly hosts a “Belly Buster” sandwich eating contest at Potbelly stores. Prizes are awarded to winners and runners-up. Other event promotions raise money for local charities such as food banks, and community- based reading and music appreciatin