1. Sandwich Shops
Brittany Worthylake, Jillian Fairman
Jessica Murphy, Oralis Moreno
Matt Ragas
PRAD 391
November 10th, 2011
Contact Information
Jillian.C.Fairman@gmail.com

2. Potbelly Sandwich Shop
Background Information
• Originated in Chicago, 1977 as a small, family
owned, antique store
• Original store located at 2264 N. Lincoln Ave
• 1998- Bryant Keil purchased original store and
expanded the brand to over 200 stores
• 2005- Opened 100th store and named "America's
500 Fastest Growing Companies" by Inc. Magazine
• 2007- Nominated 8th in Crain's Business "50
Fastest Growing Companies"

3. Annual Sales
• Potbelly has opened about 40 restaurants annually in
recent year and it's estimated that that each Potbelly store
does about $1.1 million in sales annually.
• Potbelly won’t disclose total revenue, it's estimated that
each store estimate points to roughly $245 million in
annual sales.
Source: http://www.allbusiness.com/food-beverage/restaurants-food-service-
restaurants-fast/13459364-1.html#ixzz1dA9D0kie

4. Social Media Presence

5. Topic Trend for Potbelly

6. Topic Trend for #Potbellys

7. Word Cloud for Potbelly

8. Potbelly's Twitter

9. Sentiment For Potbelly

10. Influencers for Potbelly

11. Influencer Cloud: Summary
• Blogs
• Videos
• Images
• Mainstream Media
• Forums/Replies
• Micromedia

12. Drew Brees Jimmy John's Tweet
• October 25th Drew Brees Tweet:
o @drewbrees: It is not even 9 am and I am already
craving a #9 Italian Night Club from Jimmy Johns!
I need to watch some film first to earn it!
• There was a jump in Jimmy Johns traffic on Twitter
because a lot of his followers re-tweeted this.

13. Trend Topic By Media Type for
Competitors

14. Topic Sentiment Trends for
Competitors

15. Influencers for Competitors

16. Word Cloud for Competitors

17. oTwitter Following
Potbelly-5,479
Blimpie-371
Jimmy John's- 42,639
Verified
Quiznos- 12,711
Verified

18. Conclusions
• The positive sentiment in terms of Potbelly's
being "greater than" its competitors tells us
people are loyal to their sandwich brands
• The negative sentiment tells us that customers of
Potbelly's have also been disappointment with the
service, food, and prices
• Potbelly is great at engaging with its Twitter
followers.
• We also believe that if Potbelly wants to stand
out from their competitors then they need to
offer some kind of social media/online promotion

19. Conclusions Cont.
• Jimmy John's is clearly Potbelly's fiercest
competitor
• Jimmy John's has it's "Freaky Fast" campaign
but Potbelly's has mom-and-pop aesthetic so
they should create some kind of campaign
surrounding that
• Potbelly should create some kind of campaign
using FourSquare
• Should also create a universal Facebook for
the company