Build-your-own hybrid delivery:
how Potbelly made delivery as customizable as its menu with Cartwheel
Hybrid delivery management · build-your-own rules per locationAbout the company
Potbelly is a fast-casual sandwich shop with more than 400 locations nationwide. The team wanted to upgrade its online ordering, but delivery kept getting in the way: without a reliable, cost-effective way to deliver, the whole program stalled.
The challenge: delivery was the dealbreaker
Potbelly wanted to upgrade online ordering, but found delivery to be a dealbreaker. Across 400-plus locations with different volumes, hours, and service areas, a one-size-fits-all delivery setup couldn’t keep operations smooth or costs in check.
The core problem was rigidity. Every location is different, so delivery rules that worked for one site fell short at another. Potbelly needed delivery it could shape per location, the way it builds a sandwich, rather than a fixed system applied everywhere.
The solution: build-your-own hybrid delivery
With Cartwheel, Potbelly secured a seamless, cost-effective delivery solution built for smooth operations and a better customer experience. The hybrid model lets each location tune its own delivery rules across six dimensions:
The combination is what made it work. Because every rule can be set per location, Potbelly’s delivery program became as customizable as its menu, applying the right setup for each store rather than forcing one model across 400-plus very different sites.
With Cartwheel, our delivery program is as customizable as our menu. Potbelly is now able to offer faster, more efficient delivery from more than 400 locations nationwide.
Key highlights
What Potbelly gained with hybrid delivery.
| Highlight | What changed |
|---|---|
| Faster delivery experience | Quicker handoffs and routes across locations |
| Higher customer satisfaction | A smoother, more reliable delivery experience |
| Increased delivery efficiency | Rules tuned per location for smooth operations |
| Nationwide scale | Consistent program across 400+ locations |
*Based on Business Systems Manager at Potbelly management’s reported results.
The outcome: delivery as flexible as the menu
The headline is flexibility. By making every delivery rule adjustable per location, Potbelly turned delivery from a dealbreaker into a strength, with faster, more efficient service and a better experience for customers.
The clearest signal is scale: the same customizable program now runs across more than 400 locations nationwide. Each store gets the delivery setup that fits it, while the brand keeps one consistent, cost-effective system behind the scenes.
