Expanding Opportunities: Potbelly's Strategy for Growth on Military Bases
Discover how Potbelly is leveraging military base locations for franchise expansion and accelerated growth. Explore the unique opportunities and benefits of establishing restaurants on military bases.
Photo by Joel Rivera-Camacho on Unsplash
Unlocking Growth Potential on Military Bases
Potbelly's decision to establish stores at Department of Defense (DOD) installations marks a strategic move towards achieving its ambitious goal of reaching 2,000 locations across the United States. By venturing into military bases, Potbelly aims to accelerate its growth trajectory and enhance brand visibility in key locations frequented by service members, their families, and civilian employees.
Photo by Joel Rivera-Camacho on Unsplash
Enhancing Accessibility and Convenience
CEO Bob Wright underscores the significance of military bases and U.S. military properties as prime locations for expanding Potbelly's reach. These strategic placements ensure that individuals who may not have easy access to traditional Potbelly shops can conveniently enjoy the brand's offerings. By tailoring its menu to match its standard offerings, including signature oven-toasted sandwiches, soups, ice cream shakes, and fresh-baked cookies, Potbelly aims to cater to diverse tastes within the military community.
Diverse Format Showcases
Military bases not only serve as ideal locations for Potbelly's expansion but also provide a platform for showcasing different store formats. The establishment of Potbelly outlets in varied configurations, such as within food courts, drive-thru setups, and attachments to gas stations on bases, demonstrates the chain's adaptive approach to meeting consumer needs in diverse environments. The incorporation of design elements from Potbelly's innovative 1,800-square-foot prototype, including the vibrant color palette and the specialized Potbelly Digital Kitchen for handling digital orders, illustrates the brand's commitment to enhancing customer experiences.
Photo by Joel Rivera-Camacho on Unsplash
Industry Trends and Competitor Insights
Potbelly is not alone in recognizing the potential of military bases as lucrative business locations. Other notable chains like Panera Bread, Tropical Smoothie Cafe, and Cupbop have also ventured into establishing their presence on military installations. Moreover, emerging trends like Grubhub's introduction of Grubhub Onsite mobile ordering at Naval Station Norfolk highlight the growing emphasis on leveraging technology to streamline food service operations within military settings. These developments underscore the competitive landscape and innovation driving the restaurant industry's engagements with military bases.
