Couple brings Chicago chain sandwich shop to Winston-Salem - and has eyes on Greensboro too
Couple brings Chicago chain sandwich shop to Winston-Salem - and has eyes on Greensboro too
The culinary landscape of North Carolina’s Triad is undergoing a flavorful transformation as Chicago-based Potbelly Sandwich Works officially plants its roots in Winston-Salem. This expansion is led by entrepreneurial couple Dion and Keish Hilliard, who recently celebrated the grand opening of their first franchise location in the Burke Mill Village shopping center. Their journey from fans of the brand’s toasted sandwiches in Chicago to multi-unit franchise owners in the Carolinas marks a significant milestone for local dining, blending Windy City tradition with Southern hospitality.
Potbelly Sandwich Works has arrived in Winston-Salem at 3447 Burke Mill Road, operated by franchisees Dion and Keish Hilliard. This location is the first of six planned shops under a development agreement that will see the brand expand further into Greensboro and Burlington. Known for its warm, toasted sandwiches like "The Wreck," hand-dipped shakes, and live local music atmosphere, the new shop brings a unique Chicago fast-casual experience to the North Carolina Triad market.
The Story Behind the Hilliards' Journey to Potbelly
For Dion Hilliard, the road to opening a Potbelly shop began years ago during visits to Chicago. Captivated by the unique aesthetic and the high-quality food, Dion often remarked that running a Potbelly would be a dream come true. His wife, Keish, shared this vision, seeing the potential to combine their business acumen with their passion for community engagement. The Hilliards are not just business owners; they are active members of the community involved with various nonprofits, and they view this franchise opportunity as a way to build a legacy for their children while serving their neighbors.
The transition from corporate life or previous ventures into the world of fast-casual dining required careful planning. After inking a six-unit deal with Potbelly Corporation in early 2025, the couple spent months securing the perfect location and overseeing construction. Their commitment to the brand's core values—fresh, fast, and friendly service—has been the driving force behind their successful launch in Winston-Salem.
Winston-Salem's Newest Dining Destination: Burke Mill Village
The first location at 3447 Burke Mill Road was strategically chosen for its high visibility and heavy foot traffic. Burke Mill Village is a bustling shopping hub in Winston-Salem, making it an ideal spot for professionals seeking a quick lunch or families looking for a cozy dinner spot. The interior of the shop stays true to the Potbelly tradition, featuring warm wood accents, vintage-style decor, and memorabilia that pays homage to the local Winston-Salem community.
Since its opening in mid-April 2026, the shop has seen a steady stream of customers eager to try the famous toasted sandwiches. The "Potbelly experience" goes beyond just the food; the couple has ensured that the atmosphere is welcoming, often featuring local musicians to provide live entertainment, a staple of the original Chicago shops. This focus on "neighborhood" feel is what the Hilliards believe sets them apart from typical fast-food chains.
Expansion Plans: Greensboro and Burlington in Sight
While the Winston-Salem opening is a major achievement, it is only the beginning of the Hilliards' ambitious plans for the Triad. Their Shop Development Agreement (SDA) covers six new locations across Winston-Salem, Greensboro, and Burlington. The couple is currently scouted potential sites in Greensboro, looking for neighborhoods that align with Potbelly’s community-centric model. They hope to bring the same level of excitement and quality to Greensboro residents by late 2026 or early 2027.
Greensboro, with its diverse population and thriving college scene, represents a massive opportunity for the brand. The Hilliards are particularly interested in locations near high-traffic retail centers and university areas where the demand for high-quality, customizable sandwiches is high. Burlington is also on the radar, with plans to finalize a site there as part of their six-unit rollout.
The Potbelly Menu: What Makes it Special?
At the heart of Potbelly’s success is a menu that emphasizes freshness and customization. The signature "The Wreck" sandwich remains a fan favorite, featuring a hearty combination of turkey breast, hickory-smoked ham, Angus roast beef, salami, and Swiss cheese. Every sandwich is toasted to perfection, ensuring a warm and crunchy bite every time. Beyond sandwiches, the menu includes fresh salads like the Farmhouse, hearty soups like Broccoli Cheddar, and their famous hand-dipped shakes.
A unique aspect of the Potbelly menu is its "Under 500 Calories" options, catering to health-conscious diners without sacrificing flavor. Additionally, the brand is known for its freshly baked cookies, including the sugar cookie with multicolored sprinkles, and seasonal offerings like the "Deli Cowboy" or "Caprese Panini" which keep the menu exciting for regular visitors.
| Potbelly Signature Item | Key Ingredients |
|---|---|
| The Wreck | Turkey, Ham, Roast Beef, Salami, Swiss Cheese |
| Farmhouse Salad | Grilled Chicken, Hard-boiled Egg, Bacon, Blue Cheese, Tomatoes |
| Oatmeal Chocolate Chip Cookie | Freshly baked, chewy texture with rich chocolate |
| Hand-Dipped Shakes | Real milk and ice cream, served with a signature cookie on the straw |
Economic Impact and Community Involvement
The opening of these six locations is expected to have a positive economic impact on the Triad region. Each shop creates numerous job opportunities, from entry-level positions for students to management roles for industry professionals. Dion and Keish Hilliard have expressed a strong desire to hire locally and provide a supportive work environment that fosters growth and development among their staff.
Furthermore, the Hilliards plan to use their platform to support local causes. Potbelly has a history of partnering with schools and nonprofits for fundraising events, and the Winston-Salem shop is already looking into ways to give back. Whether through "Profit Shares" nights or sponsoring local youth sports, the couple is dedicated to being more than just a restaurant; they want to be a cornerstone of the neighborhood.
The Competitive Landscape of the Triad Sandwich Market
The Triad is no stranger to sandwich shops, with established national chains and local favorites already present. However, Potbelly enters the market with a distinct "fast-casual" identity that bridges the gap between quick service and sit-down dining. Their focus on toasted sandwiches, customizable toppings, and a unique shop atmosphere provides a competitive edge.
While chains like Subway or Jimmy John's focus on speed and volume, Potbelly emphasizes the quality of the experience and the ingredients. By offering a more "premium" sandwich at a competitive price point, the Hilliards are confident that they can capture a loyal customer base in Winston-Salem and Greensboro. The addition of live music and local decor further enhances the brand's appeal as a "neighborhood" shop rather than a faceless franchise.
A Strategic Move for Potbelly Corporation
The partnership with the Hilliards is part of a broader strategic move by Potbelly Corporation to expand its footprint in the Carolinas. With existing shops in Cary, Durham, and Charlotte, moving into the Triad was a logical next step. The company has shifted its focus toward franchising as a primary growth driver, seeking out multi-unit operators who have a deep understanding of their local markets.
For Potbelly, the Hilliards represent the ideal franchise partners: passionate, community-oriented, and business-savvy. Their success in Winston-Salem serves as a proof of concept for further expansion in North Carolina and beyond. As more people discover the "toasty" goodness of Potbelly, the brand is poised to become a staple of the Southern dining scene.
Looking Ahead: The Future of Potbelly in North Carolina
As the Hilliards look toward their next five locations, the focus remains on maintaining the high standards of quality and service established at their Burke Mill Road shop. They are committed to ensuring that every customer who walks through their doors feels the same excitement Dion felt during his first visit to a Potbelly in Chicago. With the Greensboro market next on the list, Triad residents have much to look forward to in the coming months.
The story of the Hilliards and Potbelly is a testament to the power of a clear vision and a commitment to community. By bringing a piece of Chicago's culinary heritage to Winston-Salem and Greensboro, they are not just selling sandwiches; they are creating a space for people to gather, enjoy great music, and share a meal. The future of Potbelly in the Triad looks bright, one toasted sandwich at a time.
Frequently Asked Questions (FAQ)
Q1: Where is the new Potbelly shop located in Winston-Salem?
A1: The shop is located in the Burke Mill Village shopping center at 3447 Burke Mill Road, Winston-Salem, NC 27103.
Q2: Who are the owners of the new Winston-Salem Potbelly franchise?
A2: The location is owned and operated by franchisees Dion and Keish Hilliard.
Q3: Are there plans for more Potbelly locations in the Triad?
A3: Yes, the Hilliards have signed a development agreement to open a total of six locations across Winston-Salem, Greensboro, and Burlington.
Q4: What are the most popular items on the Potbelly menu?
A4: "The Wreck" sandwich is the most iconic item, along with their hand-dipped shakes and freshly baked oatmeal chocolate chip cookies.
Q5: Does the Winston-Salem Potbelly offer catering services?
A5: Yes, Potbelly offers a wide range of catering options for office meetings, parties, and community events.
Conclusion
The arrival of Potbelly Sandwich Works in Winston-Salem is a exciting development for the Triad’s fast-casual dining scene. Led by the passionate duo of Dion and Keish Hilliard, the brand is set to offer more than just a meal; it offers a neighborhood experience rooted in Chicago tradition. As they expand into Greensboro and Burlington, the Hilliards are not only bringing "The Wreck" and hand-dipped shakes to more North Carolinians but also contributing to the local economy and community spirit. For those in Winston-Salem, a delicious, toasty sandwich is now just around the corner at Burke Mill Village.
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