Expanding Presence: Potbelly's Venture into Military Bases and Franchising Opportunities
Discover how Potbelly is leveraging military base locations to grow its brand and explore the potential for franchise expansion in the restaurant industry.
Photo by Joel Rivera-Camacho on Unsplash
Photo by Joel Rivera-Camacho on Unsplash
Unlocking Growth Opportunities at DOD Installations
Potbelly's recent decision to establish stores at Department of Defense (DOD) installations marks a significant strategic move aimed at fostering brand visibility and accelerating growth. By tapping into military bases like Fort Liberty and properties associated with the U.S. military, such as the Pentagon, Potbelly aims to make its offerings more accessible to a wider demographic that may not have easy access to traditional store locations.
Consistent Menu Offerings and Diverse Formats
With a commitment to offering the same menu variety and quality across all locations, Potbelly ensures that customers at military bases experience the full range of its signature offerings, from oven-toasted sandwiches and soups to ice cream shakes and fresh-baked cookies. Moreover, the chain's expansion onto military bases allows for the exploration of diverse store formats, including standalone locations, drive-thrus, and integrated setups like the attachment to a gas station on the base. This strategic diversification in formats caters to the varying needs and preferences of military personnel and visitors.
Photo by Joel Rivera-Camacho on Unsplash
Innovative Design Elements and Digital Integration
Potbelly's new stores at military bases incorporate design elements from its latest 1,800-square-foot prototype, enhancing the overall customer experience with a modern and inviting ambiance. One notable addition is the Potbelly Digital Kitchen, a secondary makeline dedicated to processing digital orders efficiently. This integration of digital technology not only streamlines the ordering process but also aligns with evolving consumer preferences for convenience and speed in food service.
Exploring Franchising Opportunities on Military Bases
CEO Bob Wright's vision for Potbelly includes further expansion onto additional military bases through franchising partnerships. This strategic approach not only boosts the chain's footprint but also presents entrepreneurial opportunities for individuals interested in owning a Potbelly franchise. By leveraging the unique demographic and foot traffic at military installations, Potbelly aims to establish a strong presence in these strategic locations, joining other successful chains that have ventured into military base markets.
Photo by Joel Rivera-Camacho on Unsplash
Industry Trends and Market Dynamics
The move to introduce popular restaurant chains like Potbelly to military bases reflects a broader trend in the food service industry. Establishing locations on military installations offers brands access to a diverse consumer base, including service members, families, and civilian employees. Moreover, the partnership between Grubhub and Naval Station Norfolk demonstrates the evolving landscape of mobile ordering and onsite dining experiences, showcasing the industry's adaptation to changing consumer behaviors and preferences.