Potbelly Sandwich Works is entering New Jersey for the first time through a multi-unit franchise development agreement that will bring at least 15 locations to the state over the next eight years. The move marks a significant expansion for the sandwich brand, which is targeting Northern New Jersey counties including Bergen, Passaic, Essex, and Sussex as part of its long-term growth strategy.
The development will be led by PBNJ, a multi-generational restaurant ownership group headed by Greg Dunn and Kelly Hart, two seasoned operators with decades of franchise experience. Dunn, who serves as chief financial officer, spent 34 years with Wendy’s in senior leadership roles overseeing national advertising and supply chain cooperatives. Hart, the group’s chief executive officer, has worked across nearly every operational function within the Wendy’s system and has served on multiple franchise advisory boards.
“With rave reviews from existing franchise operators and quality products, Potbelly feels like a perfect fit for our expansion into franchising,” Dunn said, pointing to the brand’s strong unit economics and operator support as key factors behind the decision. PBNJ will be the first Potbelly franchisee in New Jersey, positioning the group to establish the brand in what is considered an underserved market for the concept.
Potbelly said the partnership aligns closely with its Large Area Developer 50/50 Incentive Program, which is designed to support experienced operators committing to significant multi-unit growth. Jennifer Durham, senior vice president of franchising and development, said Dunn and Hart bring the operational discipline and foodservice expertise needed to build the brand successfully in a new territory.
As Potbelly continues to focus on strategic franchising partnerships, the New Jersey agreement reflects a broader push to expand into high-potential markets with experienced multi-unit developers. The company believes this approach will help strengthen brand presence while maintaining operational consistency as it grows its national footprint.
