October 09, 2026 // Franchising.com // MIDDLETON, Wis. – Potbelly, the neighborhood sandwich shop known for its great food and good vibes, is opening in Middleton, Wisconsin on Tuesday, Oct. 6, at the Greenway Station Shopping Center. The new location will be the third Potbelly shop in the greater Madison area, bringing its craveable menu to one of Middleton’s most established shopping and dining destinations.
Potbelly in Middleton is conveniently located just off the Beltline. Home to more than 30 stores and restaurants, Greenway Station draws residents and visitors throughout the day for shopping, dining and other services. The new shop will serve nearby neighborhoods, area shoppers and the local workforce with the oven-toasted sandwiches the brand is known for, along with wraps, signature salads, hand-dipped shakes and freshly baked cookies.
The new shop is owned and operated by sisters Shanida and Naomi Wray, Midwest natives whose professional backgrounds span entrepreneurship, early childhood education and community service. After years of building and leading organizations focused on supporting children and families, the sisters were drawn to the opportunity to bring that same people-first mindset into restaurant ownership. Middleton’s family-oriented community, strong local business environment and continued growth made it a natural place for the Wrays’ first Potbelly shop.
“From the beginning, our goal has been to create a shop that feels like a true neighborhood gathering place for Middleton,” said Shanida Wray. “Whether fans are picking up one of their favorite oven-toasted sandwiches to-go or sitting down to spend time together, we’re looking forward to becoming part of the community and sharing the great food, friendly service and good vibes that define Potbelly.”
To celebrate, Potbelly in Middleton will host a grand opening on Saturday, Oct. 24. The first 50 guests in line will receive Free Potbelly for a Year. Guests can also enjoy a ribbon-cutting and a Potbelly Perks Plinko game for chances to win exclusive merchandise, free food and other prizes.
The new shop will offer convenient options for lunch, dinner and everything in between. Regular operating hours are 10 a.m. to 10 p.m. daily. Guests can dine in or order ahead for pickup through Potbelly.com or the Potbelly App. Catering and third-party delivery are also available.
For exclusive offers and rewards, Potbelly invites guests to join the Potbelly Perks program, where members can unlock free sandwiches, cookies and special offers throughout the year. To sign up, visit www.potbelly.com/perks. For more information about the new Potbelly location, visit www.potbelly.com.
Potbelly Corporation is a neighborhood sandwich concept that has been feeding customers’ smiles with warm, toasty sandwiches, signature salads, hand-dipped shakes and other fresh menu items, customized just the way customers want them, for nearly 50 years. Potbelly promises Fresh, Fast & Friendly service in an environment that reflects the local neighborhood. Plus, the Potbelly App and Potbelly Perks loyalty program have become popular ways for guests to order ahead, earn rewards, access exclusive offers and enjoy personalized experiences. Since opening its first shop in Chicago in 1977, Potbelly has expanded to neighborhoods across the country, with more than 465 U.S. shops, including more than 105 franchised shops. For more information, please visit the Potbelly website at www.Potbelly.com.
SOURCE Potbelly Corporation
Potbelly Corporation is a neighborhood sandwich concept offering toasty warm sandwiches, signature salads and other fresh menu items served by engaging people in an environment that reflects the Potbelly brand.