Retail N Illinois

Potbelly debuts new store design in Chicago's Logan Square

Potbelly debuts new store design in Chicago's Logan Square,ph1

Potbelly Sandwich Shop is debuting a redesigned store in the Logan Square neighborhood of Chicago. Located at 2739 N. Elston Avenue, the prototype debuts a streamlined ordering experience for customers and a new overall modern look and feel.

“Potbelly Sandwich Shops have been an integral part of our Chicago neighborhoods for more than forty years and many of our most loyal and dedicated fans are based here,” said Alan Johnson, CEO, Potbelly Sandwich Shop. “That’s why we’re debuting our newly redesigned store right here in our hometown. After months of research and testing, we’re eager to hear the feedback from our top customers here in Logan Square.”

A new streamlined ordering process, designed to provide a more effortless experience for consumers, will make its debut at the new store. This includes a cohesive menu board that presents menu items in one area, and 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 order is prepared.

“We’ve spent the last few months actively engaging with our loyal customers, and through this research, have uncovered a number of opportunities to make their experience even more enjoyable,” Johnson said. “One of those areas was the ordering process and we believe our new shop will simplify and enhance this critical first step in the Potbelly experience. We will continue to strive to create a relaxed, comfortable environment where customers feel confident in the choices they make, whether they come to Potbelly every week or are trying us for the first time.”

The new store design pairs Potbelly’s hallmark booth seating with wood and natural elements to create a more modern aesthetic. Additionally, the new design separates the ordering process from the dining room, so once guests get their food, they have a cozy spot that’s uninterrupted by others waiting to order, while enjoying their meal. A second redesigned location is slated to open by the end of November in Park Ridge, Illinois at 107 S. Northwest Highway.

“Potbelly was founded in an antique shop and we’ve often kept antique décor in our shops to keep that spirit alive,” said Johnson. “The new design maintains the warm, established feel Potbelly is known for, but with less clutter for a cleaner, more modern take on comfort.”