In 2021, Potbelly Sandwich Works simplified its menu, optimizing it for quality and size. Now the Chicago-based fast casual is adding four new sauces, two sandwiches and two toppings to refresh the lineup and stay on top of the trends without overcomplicating things.
“Customers were requesting a savory sauce and something with a little more spice, but not too hot,” said Eric Chenel, Potbelly’s director of consumer insights and innovation. “To deliver on their expectations, we added a Roasted Garlic Aioli and Hot Pepper Ranch, leveraging our signature hot peppers exclusive to us.”
Those hot peppers have long been available as a free sandwich topping and are also sold by the jar at Potbelly locations, so the SKU was already in house. They also add a distinctive kick to the new Sweet Heat BBQ sauce, launched along with Hot Pepper Ranch.
“Both the sauces are well balanced,” said Chenel. “We listened to our customers and didn’t make them too hot. Spice lovers like the sauces but so do people who don’t like too much heat.” Both are custom-made by a vendor partner, as is the roasted garlic aioli.
The sweet-heat flavor profile a.k.a. “swicy” has been trending on menus since Mike’s Hot Honey caught the attention of culinarians a couple of years back. According to Restaurant Business sister company Technomic, hot honey is predicted to hit 55% of menus by 2026, and sweet-and-spicy barbecue sauce will come in at 20%.
Potbelly’s fourth “sauce” debut isn’t really a sauce at all, but more of condiment that promotes customization: Red wine vinegar. Customers always could request to have oil drizzled on their sandwiches, so it made sense to have vinegar, too, and now tangy red wine vinegar is permanently available at no additional cost.
Ditto with sliced cucumbers and roasted red peppers, the two new toppings added.
Satisfying heartier appetites
The two new sandwiches focus on slow-cooked pulled pork, a heartier protein that has the potential to open up dinner occasions, said Chenel. It’s featured in both the Cubano and the Sweet Heat Pork BBQ sandwich.
The Cubano is layered with the pulled pork, hickory-smoked ham, Swiss cheese, deli mustard and pickles on a toasted sub roll. “The Cubano is our take on the Cuban sandwich,” said Chenel. “We introduced it as a limited-time offer and got great customer feedback, so now it’s on the permanent menu.” The pork, along with the new barbecue sauce, is easily cross-utilized in the Sweet Heat Pork BBQ sandwich, which also includes cheddar cheese and pickles. Like all of Potbelly’s sandwiches, these are toasted—a point of differentiation, he added.
Potbelly created in-store marketing for its new core menu items. | Photo courtesy of Potbelly Sandwich Works.
Ten curated sandwiches were on the permanent menu before the Cubano and pork BBQ sandwiches were added, so now there are 12 in total. While craveability and quality are key pillars of menu development, said Chenel, like its limited-service competitors, Potbelly aims to deliver on value, too.
Toward that end, the chain started offering a new $7.99 combo meal in August. It includes a turkey, ham or chicken Skinny sandwich with chips and a drink. This new deal is in addition to the longtime combo of pairing a Skinny sandwich—which is half as large as a big sub—with a cup of soup or half a salad. There’s also a soup-and-salad combo for a value price.
Potbelly is embracing trends on the drinks side as well as with its food. Although Coke products are still offered, the chain brought in a selection of Craft Refreshers from Tractor beverages. The organic, non-GMO fountain drinks offer a non-carbonated alternative to traditional sodas for the same price.
What’s next
The menu refresh is part of a broader strategy rolling out in the new year, which will include continued value combos and kids-eat-free opportunities, along with a focus on premium ingredients at an accessible price point.
Chenel sees more innovation with sauces and Potbelly’s signature hot peppers, like the hot pepper hummus that's currently available. Not overcomplicating the menu remains a priority.
Although he wouldn’t share details, “we’re working on several exciting things. We want to be a fun sandwich concept, not just a functional sandwich concept,” he said.
This story has been updated to reflect new information.