Growing a successful business takes more than a great location. Anyone can sell a sandwich. You need to sell an experience. His goal is to make both expenditures special. Special translates to friendly service and freshly prepared foods, attractively presented and served in an upbeat atmosphere.
Toasting is what makes Potbelly's sandwiches distinctive.
The halves go into a toaster to warm the bread and melt the cheese. The server then adds fresh condiments, closes the sandwich, slices and wraps it. Keil learned the hard way that toasting makes a difference. He recalls his first visit as a customer to the original Potbelly on Lincoln Ave. in Chicago. He ordered a sandwich, untoasted.