Article
Potbelly's redesign streamlines ordering process
Potbelly Sandwich Shop rolled out a redesign featuring a streamlined ordering experience with separate ordering and dining areas at its location in Logan Square in Chicago.
November 12, 2019 by Cherryh Cansler — Editor, FastCasual.com
Potbelly Sandwich Shop has rolled out a redesign featuring a streamlined ordering experience with separate ordering and dining areas at its location in Logan Square in Chicago.
"The shop is configured so that both experiences feel separate," CEO Alan Johnson said in an interview with FastCasual. "The new design separates the ordering process from the dining room, so once guests get their food, they have a relaxing spot to eat and enjoy their lunch break uninterrupted by others waiting to order."
The streamlined ordering process includes a menu board that features all menu items in one area along with glass counters that allow customers to follow along and see their food being made. Customers will also complete their order and payment first, so they can relax and watch as their sandwiches come out of the oven, Johnson said.
The design, which offers a modern look and feel, reduces build costs by 25%.
"We can't comment on ROI, but a more efficient build makes it much faster to see a return," said Johnson, who plans to roll out the design in a combination of new and existing locations as the team learns what works best. A second redesigned location will open later this year in Park Ridge, Illinois.
As far as the new look, Johnson said it pairs the chain's comfortable booth with wood and natural elements to create a more modern aesthetic.
"Potbelly was founded in an antique shop, and we've often kept antique décor in our shops to keep that spirit alive," he said. "The new design maintains the warm, established feel Potbelly is known for, but with less clutter for a cleaner, more modern take on comfort."
In addition to working on the customer experience and overall look of Potbelly stores, the brand has also been focused on delivery through several partners, including Grubhub and DoorDash, in addition to Potbelly.com. It's also debuted a Pick-your-Pair menu, which allows consumers to pair a toasty Potbelly signature sandwich with soup or salad.
Potbelly Corporation has more than 400 company-owned shops in the United States.
About Cherryh Cansler
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