Media Edge: Potbelly ramps up digital spend

Media Sales Lead: Potbelly Sandwich Shop has been aggressively increasing digital display spend over the past three years. Per Potbelly's recent Q3 earnings report, the investment has paid off as customer engagement has improved. The company will continue increasing spend as long as it positively impacts sales. 

Key Lead Takeaways: Reach out now to offer digital ad space.

Target Demographic: Gen-Zers & millennials 

Key Spend Notes: 

  • Potbelly focuses on targeted digital ads with a heavy emphasis on Instagram and Facebook. 
  • The company is expanding into markets such as Tampa, Orlando, and Central IL.
    • Offer local ad space in these areas. 

Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes Potbelly as Fast Food Sandwich Shops & Deli Stores.*

  • 2022 YTD Spend: $6.9m
  • 2021 FY Spend: $2.8m
  • 2020 FY Spend: $517.1k
  • 2019 FY Spend: $1.3m

YTD Ad Flight Breakdown: Potbelly has been running Instagram ads consistently throughout the year with spend peaking in January and bottoming out in May. 

  • Q1 2022 Spend: $2.1m
  • Q2 2022 Spend: $2.3m
  • Q3 2022 Spend: $1.5m
  • Q4 2022 Spend (to date): $925.5k

Top Ad Types: Instagram (62%) and Facebook (38%)

Top Purchase Channels: Direct (100%)

Top Publishers: Instagram, Facebook, chegg.com, kohls.com, and mathway.com

Top Industry/Vertical Spenders: Panera Bread Company, Subway, Firehouse Subs, Jimmy John's, and Potbelly. 

Top Creative by spend (see below): Pathmatics reports that 1.1k creatives have run during 2022 (note that not all creatives debuted in 2022).


Other Media Spend Analysis & Breakdown:

Kantar: Potbelly also invests in OOH.


Current Agency Roster:


Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Kantar.