Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
Media Edge: Potbelly announces expansion goal
Media Sales Lead: Potbelly Sandwich Shop recently announced its goal of reaching 2k total locations over the next eight-10 years. The company, which plans on opening 51 new restaurants in 2023, ended 2022 with 429 locations. This is part of Potbelly's overall strategy, which includes a digital transformation. Over the past couple of years, the company launched a new menu, mobile app, website, loyalty program, and digital ordering.
Key Lead Takeaways: Reach out to help Potbelly promote its new locations.
Target Demographic: Gen-Zers & millennials
Key Spend Notes:
- Potbelly relies heavily on social platforms Instagram and Facebook.
- Top spending period: Q3
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes Potbelly under Fast Food Sandwich Shops & Deli Stores**
2023 YTD Spend: $4.9m
2022 FY Spend: $7.7m
2021 FY Spend: $2.9m
2020 FY Spend: $517.1k
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $2.1m
- Q2 2022 Spend: $2.3m
- Q3 2022 Spend: $1.5m
- Q4 2022 Spend: $1.8m
Impressions: 665.5m
Top Ad Types (by spend): Instagram (63%) and Facebook (37%).
Top Purchase Channels: Direct (100%).
Top Publishers: instagram.com and facebook.com.
Top Industry/Vertical Spenders: Panera Bread (27%), Subway (23%), Jimmy John's (18%), Potbelly Sandwich Stores (9%), and Firehouse Subs (7%).
Top Creative (by spend; see below): Pathmatics reports that 475 creatives have run during 2023 (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
- Vivvix: Potbelly also invests in OOH.
Current Agency Roster:
- USIM: media AOR
