US sandwich shop chain Potbelly has announced plans to expand into Georgia after finalising an agreement with Royal Restaurant Group to open 15 new shops in the Greater Atlanta area over the next five years.
The multi-unit development will focus on central and northern Atlanta, anticipated to commence in January 2026.
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Three shop openings are projected annually post-initiation.
This expansion is part of Potbelly’s broader strategy to grow its footprint, following a previous 40-shop deal signed with Royal Restaurant Group in October 2023.
Four Potbelly shops are currently operational under this franchisee, which has a pipeline of sites in development across Ohio and Florida.
Potbelly president and CEO Bob Wright said: “The signing of this development agreement marks a significant step forward in the execution against our long-term plans for growth and expansion, as it marks our entrance into the Atlanta market and the great state of Georgia.
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By GlobalData“We are so appreciative of the team at Royal Restaurant Group for their ongoing support and partnership in bringing our warm, toasty sandwiches, signature salads, hand-dipped shakes and other fresh menu items to markets in the Midwest and southern US.”
Royal Restaurant Group’s co-founders bring more than six decades of collective experience in the restaurant and franchising sectors.
They previously held top positions at one of Wendy’s largest franchise entities, overseeing over 230 locations nationwide.
Aiming for a network of 2,000 shops in the coming years, Potbelly envisions franchising at least 85% of these outlets as part of its Franchise Growth Acceleration Initiative.
In March 2024, Potbelly finalised four multi-unit development agreements with current franchisees to further expand its footprint in the US.
The agreements were signed with Ron Asmar of the RTA Restaurant Group, Shari Nasir and Imran Malik of Sugarland Investment Group, Rob Wilbern from I’m A Wreck and Shakti Patel of MSS Fort Liberty.
