Case Study: Potbelly


In an effort to maintain their brand identity during an expansion, Potbelly came to Second To None to focus their measurement around how new locations are performing. Specifically, this program focused on speed of service, food quality, store cleanliness, atmosphere and employee engagement.


  • Ensure all sites are regularly visited (monthly, bi-monthly or quarterly) to constantly monitor adherence to brand expectations.


  • Ensure all associates are performing specific behavioral expectations at different points throughout the ordering process.
  • Questionnaire designer to measure Customer Experience at drive-thru locations


  • Ensure all sites are properly maintained, safe and clean.


Mystery Shopping Program Management:
Mystery Shop program designed to focus on associate interaction, meal presentation, speed of service and store atmosphere.


Actionable Analytics:
Customer reporting and data analytics such as key drivers and customer experience mapping tools, plus competitive benchmarking data used to compare brand to direct competitors.

Real-Time Reporting:
Potbelly uses Second To None’s robust cloud-based console to access data, reports and priorities in real-time, allowing managers and associates on the front line to strengthen compliance, improve customer satisfaction and loyalty, and drive revenue.


The mystery shop program measured the growing number of new locations on a monthly basis, ensuring that associates within individual branches are maintaining brand standards. The Questionnaire was distributed via in-store and online channels to capture a wide net of customer feedback.


The program has continued to help Potbelly improve their speed of service and measure their food quality during their expansion. The mystery shop program enables Potbelly to monitor their expanding Franchise locations ensuring the Potbelly Customer Experience expectations are met.
  • Together we are doing important things for service excellence across our company. I have appreciated the fine work that Second To None has done, and working with many of you directly. You have a great deal of professionalism and a great company! A special thanks for your can-do, positive attitude and always getting the job done. This means so much. Keep moving forward with great vision, as you have.

    Program Director, Customer Experience & Insights

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