United Arab Emirates


Innovating Potbelly’s Web Experience

A holistic fast casual web presence with custom catering and native delivery.
Potbelly is famous for toasted sandwiches and good vibes, with hundreds of shops in neighborhoods around the world. Since 2017, we’ve partnered with Potbelly’s marketing and IT teams to design, build and optimise an intuitive, brand-forward responsive website for individual ordering, catering, delivery, loyalty, hiring and franchisees. Potbelly’s web presence unifies marketing and ordering seamlessly, delivering notably higher average order size than register.
Increased average order value over register.

An Easy Food Ordering Experience for Parties of Any Size

Some restaurant web experiences treat food ordering as a siloed function or bolt on a clunky third-party solution, while the catering customer is a mere afterthought. Monstarlab designed and built the Potbelly website with the notion of a seamless food ordering experience regardless of the order size, with multiple ways begin the ordering journey - from checking your loyalty points to browsing the universal menu for new options. Given the centrality of catering to Potbelly’s business, we also put the catering customer first, creating a catering experience that takes the specific needs and tasks of Potbelly’s catering customers to heart, starting with user research focused on office managers.
Custom upsell engine outperforms alternative.

About Potbelly.

Founded in 1977, Potbelly is a QSR chain focused on toasted submarine sandwiches, hearty salads, hand-dipped milkshakes and fresh-baked cookies served by friendly people in a welcoming environment. The company started as a quirky neighborhood restaurant in Chicago, and has expanded to 400+ location in the United States, United Kingdom, United Arab Emirates, Canada, and Kuwait.

The Partnership.

A Refreshed Loyalty Program.

In 2020, we partnered with Potbelly and LevelUp to streamline the loyalty program – Potbelly Perks – to focus on delivering clear value to customers. The result is a simple points-based system with a single delicious reward – entrées! Earning and redemption are available on all channels, from app to web to register.


  • PHP
  • Javascript
  • MySQL
  • Laravel


  • AWS
  • Google Maps API
  • Jenkins CL
  • Sentry
  • React


  • LevelUp
  • NCR Aloha
  • Bringg
  • Braintree
  • Heap
  • Google Analytics