Potbelly's

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

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 "Americas 500 Fastest Growing Companies" by Inc. Magazine • 2007- Nominated 8th in Crains Business "50 Fastest Growing Companies"

Annual Sales• Potbelly has opened about 40 restaurants annually in recent year and its estimated that that each Potbelly store does about $1.1 million in sales annually.• Potbelly won’t disclose total revenue, its 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

Social Media Presence

Topic Trend for Potbelly

Topic Trend for #Potbellys

Word Cloud for Potbelly

Potbellys Twitter

Sentiment For Potbelly

Influencers for Potbelly

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

Drew Brees Jimmy Johns 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.

Trend Topic By Media Type for Competitors

Topic Sentiment Trends for Competitors

Influencers for Competitors

Word Cloud for Competitors

oTwitter FollowingPotbelly-5,479Blimpie-371Jimmy Johns- 42,639Verified Quiznos- 12,711Verified

Conclusions• The positive sentiment in terms of Potbellys being "greater than" its competitors tells us people are loyal to their sandwich brands• The negative sentiment tells us that customers of Potbellys 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

Conclusions Cont.• Jimmy Johns is clearly Potbellys fiercest competitor• Jimmy Johns has its "Freaky Fast" campaign but Potbellys 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

Potbelly's

by DePaul University - College of Communication (Digital PR class) on Nov 10, 2011

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Potbelly’s — Presentation Transcript