Sponsored by Potbelly
When Rob Wilbern returned to his hometown of Springfield, IL after years of living and working in Chicago, he noticed there was something missing. Potbelly was a staple of Wilbern’s life in the Windy City, but it was harder to find in central Illinois.
An accountant by trade and a seasoned business owner, Wilbern had always been interested in the foodservice industry. As soon as the opportunity to bring Potbelly to the Springfield area arose, it was an easy choice to make.
As Wilbern was considering his franchise options, Potbelly rose above the rest. “Potbelly’s culture and product have the best quality I’ve seen,” Wilbern noted. He also felt the impact of Potbelly’s commitment to his success when it came to identifying the right talent to help him run his locations and establishing a pipeline of locations to develop.
He also appreciated the executive team’s commitment to creating a true partnership with franchisees and the resources devoted to franchisee success. “They’ve been successful, and they’ve proven the business model over and over,” said Wilbern. While Potbelly has a formula that works, the brand team encourages new ideas and is open to collaborating with franchisees.
Stepping Outside of Traditional Franchising
During the real estate process, Wilbern took note of the three biggest business communities in Springfield: the military, state government, and a large hospital system. After opening his first location, a standalone shop in Champaign, he began seriously considering nontraditional franchising options. His second shop, located inside a Springfield hospital, opened in April 2024.
Then, inspiration struck. On a visit to Potbelly’s corporate headquarters, Wilbern pitched a very different idea to Potbelly franchise executives: a Potbelly food truck. “It was kind of an impulse buy,” Wilbern said.
To his surprise, Potbelly accepted his offer to purchase the truck, with the only contingency being that it was rewrapped with Potbelly’s updated branding.
“The food truck had been out of service since before the pandemic, and it took a few months to make repairs,” said Wilbern. Fortunately, Wilbern’s family is in the automotive business, and it was easy to get the food truck back up and running.
The unexpected addition to his portfolio officially returned to service in May 2024, and business quickly took off. During the spring and summer of 2024, the Potbelly food truck averaged three lunches and one event per week. “You learn a lot about people going to these events,” Wilbern noted.
The Potbelly food truck is similar to the brand’s new, smaller store prototype. Wilbern notes that the food truck operates similarly to the front line in his shops, though there’s a lot more that goes into the process itself.
Before an event, the food truck crew can anticipate up to three hours of in-store prep, then an additional two or three hours on the truck. While the food truck operates a different POS system than the shops do, Wilbern has automated processes to increase efficiency. The food truck has been to events, private parties, and even the Illinois State Fair. On average, they serve at least 100 people per event.
Since returning the food truck to service, he’s received calls from other Potbelly franchisees about the possibility of opening their own food trucks. He believes the food truck is a great way to add another revenue stream, and that it could be especially profitable in regions where it’s mild enough to keep the food truck running throughout the winter. “I’ve learned more than I ever wanted to know about food trucks,” Wilbern jokes.
Franchising with an Old Favorite
Wilbern is interested in the possibility of more nontraditional locations, including franchising on the nearby military base. In nontraditional locations, Wilbern notes, you benefit from a captive audience. Those customers are often looking for comforting, familiar dining options.
The options customers have at the hospital or on base, for example, can be limited, and better choices stand out. “With quality, consistency, and continuity, you can be successful,” said Wilbern.
Wilbern knows first-hand how much Midwesterners love Potbelly. “Lots of people in Springfield have spent time in Chicago,” notes Wilbern. Potbelly’s brand loyalty and recognition leads to shop success.
Potbelly continues to develop shops in open markets across Illinois and in communities nationwide. As Wilbern builds his presence in Central and East Metro Illinois, he anticipates that the love for Potbelly in its home state will keep customers flocking to his shops — no matter where they may be.
