Like baking and snack-making, the foodservice industry is not for the faint of heart—especially in recent years, even restaurant chains are seeing foot traffic decline, and even once-promising names like Guzman y Gomez are leaving the U.S. market completely.

Potbelly Sandwich Works is having a better time of things than such chains—the Chicago-based company is set to hit 500 locations nationwide in the near future, and leadership has plans to open scores more in the coming years. Additionally, the company seeks to delight guests and encourage return visits with its sandwiches, desserts (including innovative cookie LTOs), and a welcoming atmosphere. To learn more, we spoke with Potbelly’s CMO David Daniels.

Jenni Spinner: Could you please tell us a bit of the history of Potbelly—how it got started in Chicago, how it’s grown, and especially how it’s taken off in the past few years?

David Daniels: Potbelly got its start in Chicago in 1977 and has grown from a beloved local sandwich shop into a national brand with more than 470 locations across the country. While we've expanded significantly over the years, we've remained focused on the things that have always defined the brand: warm, oven-toasted sandwiches, quality ingredients, and a neighborhood shop experience that keeps guests coming back. In recent years, we've built on that foundation through menu innovation, investments in our digital experience and loyalty program, and continued franchise development growth. The result is a brand that continues to evolve while staying true to what guests have loved about Potbelly for nearly 50 years.

JS: There are a lot of sandwich shops out there—what do you think makes Potbelly special?

DD: Good vibes and great food are at the heart of our brand differentiation. From warm, inviting dining rooms and welcoming hospitality to our oven-toasted sandwiches, hand-dipped shakes, and fresh-baked cookies, every part of the experience is uniquely Potbelly. We pair craveable menu items with a neighborhood feel that reflects the communities we serve, creating places where our fans want to gather, connect, and come back again and again. It's that combination of great food, genuine hospitality, and an atmosphere that makes people happy that has helped Potbelly stand apart for nearly 50 years.

JS: Tell us about your breads—I often see Turano trucks parked outside your shops (see the below pic—I walk by your Loyola/Rogers Park shop, but this was in Rolling Meadows), so I know you’re focused on bread quality. What’s your philosophy and standards about bread, the foundation of your sandwiches?

DD: Bread is one of the most important components of a great sandwich, so we hold ourselves to a very high standard. Our goal is to deliver bread that has the right texture, flavor, and consistency to complement the ingredients inside while standing up to the heat of our toasting process. We’ve worked closely with Turano for over 25 years to optimize the recipe and maintain rigorous quality standards. At Potbelly, every sandwich starts with great bread, and that foundation plays a major role in delivering the experience our fans expect from us.

JS: You’re more than just sandwiches, though—could you please tell us about the bakery items that you offer? I’d love to hear about your products, rotating seasonal options, and your most recent sweet treat, the Lemon Cheesecake Cookie.

DD: While our sandwiches are what many guests know us for, our bakery lineup has become legendary in its own right. Our fresh-baked cookies have earned a cult-like following among Potbelly fans, with favorites like our Oatmeal Chocolate Chip, Sugar, and Chocolate Brownie Cookie becoming iconic menu staples. Plus, we regularly roll out seasonal LTO cookies throughout the year that gain strong popularity. Our recent limited-time Lemon Cheesecake Cookie is a great example of the quality and creativity we bring to our bakery offerings. It combines bright citrus flavor with rich cheesecake pieces for a treat that feels perfectly suited for spring and summer. By balancing beloved classics with innovative new flavors, we give our guests even more reasons to come back and discover something new at Potbelly.

JS: How do such items bring in customers and encourage repeat visitors?

DD: Limited-time offerings give fans a reason to make an extra visit and create excitement around the menu throughout the year. While fans may come in for their favorite sandwich, introducing new sandwiches, seasonal bakery items and specialty shakes helps keep the experience fresh and gives them something new to discover with each visit. These offerings create additional occasions for guests to stop by beyond their usual order and provide new ways to enjoy the Potbelly experience.

Courtesy of Potbelly Sandwich Works

We often see these products spark trial, conversation and social sharing, particularly when they tap into familiar flavors with a creative twist. They also encourage guests to round out their meal by adding a shake or cookie they may not have otherwise considered. Ultimately, these menu innovations are an effective way to reward loyal fans, drive repeat visits and give new guests another reason to experience Potbelly's great food and good vibes.

JS: What’s next for Potbelly—I’d love to hear about any new bakery products, sandwiches you’ve got, grand expansion plans, anything else.

DD: We're continuing to invest in menu innovation across the brand, with additional limited-time offerings designed to complement our core lineup and introduce new flavors throughout the year. One upcoming example is the Confetti Cookie Shake, a seasonal offering that combines our sugar cookie with our signature hand-dipped shake delivering on a nostalgic flavor. Later this month, we'll also introduce the Fiery Island Chicken Sandwich, giving fans another exciting way to experience bold new flavors alongside the sandwiches they already know and love. It's a fun way to celebrate the momentum we're seeing across the brand as we continue growing and work toward the milestone of opening our 500th shop this year. Products like this help keep the menu fresh for returning guests while staying true to the quality and craveability that define the Potbelly experience.

JS: Then, what’s your go-to Potbelly order? I’m a BLTA (hold the avocado), extra bacon, mayo/onion/tomato/giardiniera, on flatbread, with a fountain drink and pickle.

DD: It’s getting harder and harder for me to pick a favorite. However, I’ve been a long time fan of our Italian white bread with lettuce, tomato, seasoning, and our signature hot peppers!

Related: Potbelly, Zapp's debut Hot Pepper chips