Sandwich chain with secret menu, ‘good vibes’ wants to open in Lexington
AI-generated summary reviewed by our newsroom.
- Potbelly plans rapid expansion to 500 stores by end of 2026 under RaceTrac ownership.
- Company targets Lexington market to serve young professionals, families and students.
- Brand emphasizes localized shop design, secret menu items and strong catering sales.
A nostalgic neighborhood sandwich shop that is looking to grow to 2,000 locations nationwide over the next 10 years is eyeing the Lexington market.
Potbelly is looking to accelerate its growth after being acquired late last year by convenience store chain RaceTrac Inc. The fast-casual chain plans to reach 500 shops by the end of 2026 with its menu — and secret menu — of toasted sandwiches.
David Bulger, director of franchise development, says Lexington is a strong market for a franchisee to go along with the three Potbelly locations in Louisville and one in Northern Kentucky.
“I think part of it has to do with the growing population there,” said Bulger. “There’s already a number of our customers: young professionals, families, university students, they kind of line up with our core consumer.”
Bulger said he doesn’t know yet where he wants to open Potbelly in Lexington, but he wants it to be as soon as possible to take advantage of the chain’s growing sales.
“Our customer counts have been growing for the last three years,” said Bulger. “We continue to have more customers come in regularly. And that’s not the norm in fast casual.”
How is Potbelly different from other sandwich shops?
Potbelly has what the chain calls “good vibes” hospitality. The restaurant reflects the character of the community, said Bulger.
“If you go in and look at the décor and the feel and the restaurant — the vibe — some folks even wonder, is this a chain?” said Bulger. “We’ve been able to really customize our build outs to local areas and make it feel more homey. And people love that vibe that is in the shop.”
Shops often have a vintage-themed décor, a nod to its rustic roots when it started in 1977 from a Chicago antique store that sold sandwiches.
In recent years, the sandwich shop has been opening smaller locations (1,800 square feet) because they saw an increase in digital sales thanks to catering.
“The corporate offices, the hospitals and retail hubs, are really where we thrive,” said Bulger.
What is on Potbelly’s menu?
Potbelly is known for its menu of toasted sandwiches, wraps, soups, salads, fresh-baked cookies and hand-scooped milkshakes.
There are 19 sandwiches on the menu, led by the signature Wreck offering and its many meats: turkey, roast beef, ham and salami.
Many Potbelly locations have an underground or secret menu that is not listed anywhere but curated by customers and sandwich makers.
Sides include chips, soups and mac & cheese. The hand-dipped shakes come in six different flavors.
