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The basics:

• Potbelly partners with PBNJ LLC to open at least 15 New Jersey locations over eight years
• Expansion focused in Bergen, Passaic, Essex, Sussex counties
• Operates independently under RaceTrac; acquired in a $566M deal
• Experienced franchise operators Dunn and Hart lead New Jersey return

Potbelly Sandwich Works is looking to take a bite out of New Jersey.

The Chicago-based sandwich shop franchise will open at least 15 locations over the next eight years here with multi-generational restaurant ownership group PBNJ LLC. The expansion comes as part of a newly announced development deal.

Founded in 1977, Potbelly began as a small sandwich shop before growing into a national fast-casual chain with nearly 500 outposts. The brand’s menu of warm, toasted sandwiches, soups, salads, shakes and cookies has earned it a loyal fan base across the U.S.

Last year, it ranked No. 7 on USA Today’s readers’ choice awards for the best sandwich shops. New Jersey-born brands PrimoHoagies came in at No. 1 and Jersey Mike’s Subs ranked at No. 6.

Off to the races

Convenience store chain RaceTrac acquired Potbelly in October 2025 in a deal worth $566 million. It joined a portfolio of brands that also includes convenience and fuel retail sites under the RaceTrac and RaceWay banners, a large network of Gulf-branded fuel locations, and affiliated energy logistics companies like Metroplex Energy and Energy Dispatch.

Following the purchase, Potbelly continues to operate under its own name and identity.

According to RaceTrac, the brand will maintain its current concept rather than absorbing or rebranding it into the c-store chain. However, the companies may explore adjacent or co-developed locations, Restaurant Dive reported.

Going forward, RaceTrac aims to support Potbelly’s long-term expansion plans. That includes hitting 2,000 locations nationwide by leveraging the brand’s franchise development platform and pushing into new markets.

To support that goal, Potbelly has put out the call for experienced multi-unit operators to lead territory-scale development in underserved markets.

Getting warmed up

Although Potbelly previously had a few stores in New Jersey, including ones at Bergen Town Center in Paramus and 15 Exchange Place in Jersey City, those sites closed in recent years.

The return to New Jersey is led by franchise industry veterans Greg Dunn and Kelly Hart. The operators will focus on opening shops in Bergen, Passaic, Essex and Sussex counties, Potbelly said.

Dunn’s 34 years with fast-food franchise Wendy’s includes serving as designated market area president for the New York co-op, trustee of the chain’s national advertising program and chair of the quality supply chain co-op.

During her 20-plus years in the industry, Hart has served in every operational role within the Wendy’s franchise system. The PBNJ LLC chief executive officer is currently a trustee of Wendy’s national advertising program and Wendy’s franchise association.

Dunn said, “With a quality product and rave reviews from existing franchise operators, we knew Potbelly was the right fit for our team as we looked to expand our franchising business.”

The PBNJ LLC chief financial officer added, “We’re thrilled to be Potbelly’s first New Jersey franchisee group and introduce the sandwiches Potbelly fans know and love to a new market.”

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It is not clear where or when the first location will launch.

Potbelly Senior Vice President of Franchising & Development Jennifer Durham believes the duo’s “impressive operational and multi-unit restaurant franchise background” made them “a wonderful fit” for the large-scale development deal.

“We’re excited to have the pioneering PBNJ LLC team joining the Potbelly franchise family and bring their deep food experience, knowledge of the northern New Jersey trade areas and disciplined approach to accelerate Potbelly’s growth in the Garden State,” she said.