Case Study: Potbelly Sandwich Works

Potbelly Sandwich Works, under the leadership of Vice President of Digital Marketing Yosra Salen, is undergoing a significant digital transformation aimed at enhancing customer experience and loyalty. This initiative is part of the brand's strategic evolution over a planned three-year period, with year two currently focused on scaling the tools and platforms previously developed. Digital sales have surged, accounting for over 40% of total sales, demonstrating the importance of loyalty members as they contribute significantly during economic challenges.

The transformation addresses the challenge of creating a seamless digital and loyalty ecosystem that not only facilitates faster ordering but also personalizes user interaction. Salen highlighted the need for a frictionless and enjoyable user experience, emphasizing that the brand’s most committed customers tend to be those in its loyalty program. Salen stated, “Digital is north of 40 percent of sales for Potbelly, and our loyalty customers are our most valued members. That proves true again and again — especially under economic pressure, when our most valued customers are the most persistent and committed to visiting the brand.”

The initiative consists of two primary components: a comprehensive overhaul of the digital experience across their app and website, and the redesign of their marketing technology stack, which includes enhancements to their data management systems. This restructured approach aims to provide reliable ordering capabilities and support future personalized experiences, where customer preferences are automatically recognized and integrated into the ordering process. For instance, the platform now retains sandwich customizations when customers switch sizes, and the reward redemption process has been made more visual and intuitive.