Potbelly Launches Large Area Developer Incentive Program for Multi-Unit Franchisees

Key Takeaways

• Potbelly launched a 50/50 Large Area Developer Incentive Program to reward multi-unit franchisees who open shops ahead of their agreed development timelines.
• Franchisees committing to 15+ shops within eight years can earn reduced franchise and deposit fees, plus 50% off royalty fees for early openings.
• The program supports Potbelly’s long-term U.S. expansion strategy by encouraging faster development from experienced, well-capitalized operators.

A New Incentive Program Designed to Accelerate Multi-Unit Franchise Growth

Program will reward efficient development timelines with significant financial savings, while supporting long-term growth plan

CHICAGO, March 4, 2025 – Potbelly Corporation (NASDAQ: PBPB), the iconic neighborhood sandwich shop concept, today announced the launch of its Potbelly 50/50 Large Area Developer Incentive Program, designed to reward multi-unit operating partners who successfully develop and open shops on an accelerated timeline. This announcement comes as Potbelly continues to strategically execute its long-term growth plans and expand its brand across the U.S.  

As part of the program, franchisees who enter a Shop Development Area Agreement (SDAA) to open at least 15 Potbelly shops in eight years or less will now have the opportunity to receive substantial financial benefits for beating their committed dates. Through the Potbelly 50/50 Large Area Developer Incentive Program, Potbelly will offer qualifying franchisees reduced initial franchise fees and reduced deposit fees, as well as 50% off royalty fees for the period of time the shop is opened ahead of the required opening date.  

“Our franchisees are key partners in our long-term growth, and Potbelly is proud to support them in all aspects of their business, including the critical development stage,” said Lynette McKee, CFE, Senior Vice President of Franchising at Potbelly. “We are excited to introduce these new benefits to support and deliver significant cost savings to our multi-unit franchisees who are able to execute efficient development timelines and bring Potbelly’s good vibes and delicious food to new neighborhoods.” 

As Potbelly continues to grow, it remains focused on attracting existing franchisees of non-competing brands with a strong franchising portfolio and financial strength to help the brand scale. Franchising opportunities are available across the U.S., including in the markets of Atlanta, GA, Phoenix, Denver, Ohio, Virginia, Pennsylvania, parts of Florida and Tennessee, Dallas, Houston and other Texas markets. 

The press release is available here.

Lynette McKee

SVP of Franchising
Lynette McKee, CFE, is Potbelly’s SVP of Franchising with 30+ years of leadership at top brands like Dunkin’, Burger King, Denny’s, and Checkers. A recognized franchising expert, she’s led major expansion initiatives, advised global brands, and frequently speaks at industry events. Lynette also serves on multiple franchise education boards and holds a CFE designation.