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Sandwich Shops
Brittany 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 "America's
     500 Fastest Growing Companies" by Inc. Magazine
   • 2007- Nominated 8th in Crain's Business "50
     Fastest Growing Companies"
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
Social Media Presence
Topic Trend for Potbelly
Topic Trend for #Potbellys
Word Cloud for Potbelly
Potbelly's Twitter
Sentiment For Potbelly
Influencers for Potbelly
Influencer Cloud: Summary




•   Blogs
•   Videos
•   Images
•   Mainstream Media
•   Forums/Replies
•   Micromedia
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.
Trend Topic By Media Type for
        Competitors
Topic Sentiment Trends for
       Competitors
Influencers for Competitors
Word Cloud for Competitors
oTwitter   Following
Potbelly-5,479
Blimpie-371
Jimmy John's- 42,639
Verified
 Quiznos- 12,711
Verified
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
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

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Potbelly's

  • 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
  • 5. Topic Trend for Potbelly
  • 6. Topic Trend for #Potbellys
  • 7. Word Cloud 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
  • 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