Potbelly

2013 Annual Report

Potbelly Corporation

Dear Fellow Potbelly Shareholders,

2013 will always be remembered as an important year for Potbelly. In October, we completed our initial public
offering and began trading on the NASDAQ Global Select Market under the symbol “PBPB”. The ticker symbol
we chose recognizes us and also pays homage to our history – namely, Peter Hastings and Bryant Keil – whose
combined efforts founded the company and made significant contributions to get us where we are today. The IPO
was a significant milestone, but not a destination. Thank you to our associates, customers, suppliers and investors
for making our IPO so successful.

During the IPO process we outlined our long term business objectives and management approach. To our
shareholders, we are focusing on the following:

• New unit development – we have significant geographic and business white space to grow Potbelly

shops.

• Tenured, mission focused senior management who are driven to build a great company.

• A deep and abiding culture that differentiates us in the marketplace and will help us continue to grow

in the right way.

•

Strong unit economics with shop-level profit margins above 20%.

We recognize that building our company must be done one neighborhood at a time. At the heart of Potbelly is
The Potbelly Advantage, a one page document that describes our company. There are three parts to The Potbelly
Advantage:

Our Leaders Intentions - Our Vision, Our Mission and Our Passion. These describe what we want to
become, our reason for the work we do and what we want to do better than anyone else. Our Vision is to
create the Potbelly Nation. We want our customers to feel that we are their “Neighborhood Sandwich Shop”
and tell others about our awesome products, people and place. Our Passion is simple: “Be the Best Place for
Lunch.”

Our Values - How We Lead and How We Behave. How We Lead describes values that we expect our
leaders to exhibit. How We Behave describes the expectations we have of everyone.

Our Strategic Framework - The five strategic pillars for how we run the business:

• Run Great Shops (People, Customers, Sales and Profits)

•

Find and Build Great Shops

• Achieve High Margins and Terrific Returns

• Become a Global Iconic Brand

• Be a Great Franchisor

We believe that if we execute The Potbelly Advantage at a high level daily throughout the company, we will
create a competitive advantage in the marketplace. The Potbelly Advantage will continue to be a major influence
on how we lead, behave and run the business.

Our financial philosophy is to run the business to grow cash each year and invest that cash in new shops to
achieve high profits and returns. We feel confident Potbelly can do this for an extended period of time. In 2013,
we opened 34 company-operated shops, 8 franchise shops and completed 20 shop refreshes to update our
concept. In 2014, we will open 35 to 40 company-operated shops.

During the IPO process, Charlie Talbot, our CFO, and I communicated the following targets:

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10% new unit growth

• Low single digit comparable store sales growth

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20% shop-level profit margin

25% returns on capital

20% annual profit growth

We believe these are the correct targets for a company such as ours. Our confidence is high that we can achieve
these targets year after year.

We have a saying “hire nice people and teach them the Potbelly way.” We celebrate the diversity of our
Potbellians. Our shared common mission is to make people really happy. Finding nice people that fit our culture
is one of the key challenges we embrace in order for us to achieve our terrific growth opportunities.

We enter 2014 with great optimism as a new public company. Our primary focus is on meeting and exceeding
the expectations that we have stated publicly. We will begin to establish a public record of doing what we say.

We remain steadfastly dedicated to building a company where all of our stakeholders, employees, investors, and
vendors can win big. Potbelly has a tremendous future.

Aylwin Lewis
Chairman and Chief Executive Officer

UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

FORM 10-K

È ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE

SECURITIES EXCHANGE ACT OF 1934

For the fiscal year ended December 29, 2013
or

‘ TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE

SECURITIES EXCHANGE ACT OF 1934

Commission file number 001-36104

POTBELLY CORPORATION

(Exact name of registrant as specified in its charter)

Delaware
(State of incorporation)

222 Merchandise Mart Plaza, 23rd Floor
Chicago, Illinois
(Address of principal executive offices)

36-4466837
(I.R.S. Employer
Identification No.)

60654
(Zip Code)

Registrant’s telephone number, including area code (312) 951-0600
Securities registered pursuant to Section 12(b) of the Act:

Title of each class

Name of each exchange on which registered

Common Stock, $.01 par value

The Nasdaq Stock Market LLC
(Nasdaq Global Select Market)

Securities registered pursuant to Section 12(g) of the Act: None

Indicate by check mark if the registrant is a well-known seasoned issuer, as defined in Rule 405 of the Securities
Act. Yes ‘ No È
Indicate by check mark if the registrant is not required to file reports pursuant to Section 13 or Section 15(d) of the
Act. Yes ‘ No È
Indicate by check mark whether the registrant (1) has filed all reports required to be filed by Section 13 or 15(d) of the
Securities Exchange Act of 1934 during the preceding 12 months, and (2) has been subject to such filing requirements for the
past 90 days. Yes È No ‘
Indicate by check mark whether the registrant has submitted electronically and posted on its corporate Web site, if any, every
Interactive Data File required to be submitted and posted pursuant to Rule 405 of Regulation S-T (§232.405 of this chapter)
during the preceding 12 months (or for such shorter period that the registrant was required to submit and post such
files.) Yes È No ‘
Indicate by check mark if disclosure of delinquent filers pursuant to Item 405 of Regulation S-K is not contained herein, and
will not be contained, to the best of registrant’s knowledge, in definitive proxy or information statements incorporated by
reference in Part III of this Form 10-K or any amendment to this Form 10-K. ‘
Indicate by check mark whether registrant is a large accelerated filer, an accelerated filer, a non-accelerated filer, or a smaller
reporting company (as defined in Rule 12b-2 of the Exchange Act).
Large accelerated filer ‘
Non-accelerated filer È
Indicate by check mark whether the registrant is a shell company (as defined in Rule 12b-2 of the Act). Yes ‘ No È
The registrant completed the initial public offering of its common stock on October 9, 2013. Accordingly, there was no public
market for the registrant’s common stock as of June 30, 2013, the last business day of the registrant’s most recently
completed second fiscal quarter.
As of February 28, 2014, 29,150,894 shares of the registrant’s common stock were outstanding.

‘
Accelerated filer
Smaller reporting company ‘

DOCUMENTS INCORPORATED BY REFERENCE

Portions of the registrant’s definitive proxy statement for its 2014 Annual Meeting to be filed with the Securities and
Exchange Commission not later than 120 days after the end of the year covered by this Annual Report are incorporated by
reference into Part III of this Annual Report.

TABLE OF CONTENTS

Cautionary Statement on Forward-Looking Statements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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PART I
Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Item 1.
Item 1A. Risk Factors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Item 1B. Unresolved Staff Comments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Item 2.
Properties . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Legal Proceedings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Item 3.
Item 4. Mine Safety Disclosures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

PART II
Item 5. Market for Registrant’s Common Equity, Related Stockholder Matters and Issuer Purchases of

Equity Securities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Item 6.
Selected Financial Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Item 7. Management’s Discussion and Analysis of Financial Condition and Results of Operations . . . . . .
Item 7A. Quantitative and Qualitative Disclosures About Market Risk . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Financial Statements and Supplementary Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Item 8.
Item 9.
Changes In and Disagreements With Accountants on Accounting and Financial Disclosure . . . . .
Item 9A. Controls and Procedures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Item 9B. Other Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

PART III
Item 10. Directors, Executive Officers and Corporate Governance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Item 11. Executive Compensation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Item 12.

Security Ownership of Certain Beneficial Owners and Management and Related Stockholder

Matters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Item 13. Certain Relationships and Related Transactions, and Director Independence . . . . . . . . . . . . . . . . .
Principal Accountant Fees and Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Item 14.

PART IV
Item 15. Exhibits and Financial Statement Schedules . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Signatures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Exhibit Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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34
37
41
57
58
84
84
84

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85

85

87
88

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CAUTIONARY STATEMENT ON FORWARD-LOOKING STATEMENTS

Forward-looking statements, within the meaning of Section 21E of the Securities Exchange Act of 1934, are
made throughout this Annual Report. These forward-looking statements can generally be identified by the use of
forward-looking terminology, including the terms “believes,” “estimates,” “anticipates,” “expects,” “strives,”
“goal,” “seeks,” “projects,” “intends,” “forecasts,” “plans,” “may,” “will” or “should” or, in each case, their
negative or other variations or comparable terminology. They appear in a number of places throughout this
Annual Report and include statements regarding our intentions, beliefs or current expectations concerning,
among other things, our results of operations, financial condition, liquidity, prospects, growth, strategies and the
industry in which we operate.

By their nature, forward-looking statements involve risks and uncertainties because they relate to events and

depend on circumstances that may or may not occur in the future. We believe that these risks and uncertainties
include, but are not limited to, those described in “Risk Factors” in Item 1A, which include, but are not limited
to, the following:

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competition in the restaurant industry, which is highly competitive and includes many larger, more
well-established companies;

changes in economic conditions, including continuing effects from the recent recession, the effects of
consumer confidence and discretionary spending; the future cost and availability of credit; and the
liquidity or operations of our suppliers and other service providers;

fluctuation in price and availability of commodities, including but not limited to items such as beef,
poultry, grains, dairy and produce and energy supplies, where prices could increase or decrease more
than we expect;

our ability to identify and secure new locations and expand our operations (which is dependent upon
various factors such as the availability of attractive sites for new shops), negotiate suitable lease terms,
obtain all required governmental permits including zoning approvals on a timely basis, control
construction and development costs and obtain capital to fund such costs, and recruit, train and retain
qualified operating personnel;

changes in consumer tastes and lack of acceptance or awareness of our brand in existing or new
markets; damage to our reputation caused by, for example, any perceived reduction in the quality of
our food, service or staff or an adverse change in our culture, concerns regarding food safety and food-
borne illness or adverse opinions about the health effects of our menu offerings;

local, regional, national and international economic and political conditions; the seasonality of our
business; demographic trends; traffic patterns and our ability to effectively respond in a timely manner
to changes in traffic patterns; the cost of advertising and media; inflation or deflation; unemployment
rates; interest rates; and increases in various costs, such as real estate and insurance costs;

adverse weather conditions, local strikes, natural disasters and other disasters, especially in local or
regional areas in which our shops are concentrated;

litigation or legal complaints alleging, among other things, illness, injury or violations of federal and
state workplace and employment laws and our ability to obtain and maintain required licenses and
permits;

government actions and policies; tax and other legislation; regulation of the restaurant industry; and
accounting standards or pronouncements;

our reliance on a limited number of suppliers for our major products and on one distribution company
for the majority of our national distribution program;

security breaches of confidential customer information in connection with our electronic processing of
credit and debit card transactions or the failure of our information technology system;

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our ability to adequately protect our intellectual property; and

other factors discussed under “Business” in Item 1, “Risk Factors” in Item 1A and “Management’s
Discussion and Analysis of Financial Condition and Results of Operations” in Item 7.

These factors should not be construed as exhaustive and should be read in conjunction with the other

cautionary statements included in this document. These risks and uncertainties, as well as other risks of which we
are not aware or which we currently do not believe to be material, may cause our actual future results to be
materially different than those expressed in our forward-looking statements. We do not undertake to update our
forward-looking statements, whether as a result of new information, future events or otherwise, except as may be
required by law.

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PART I

ITEM 1. BUSINESS

The Neighborhood Sandwich Shop

Potbelly is a fast-growing 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.
Our combination of product, people and place is how we deliver on our passion to be “The Best Place for
Lunch.” Our sandwiches, salads and hand-dipped milkshakes are all made fresh to order and our cookies are
baked fresh each day. Our employees are trained to engage with our customers in a genuine way to provide a
personalized experience. Our shops feature vintage design elements and locally-themed décor inspired by the
neighborhood that we believe create a lively atmosphere. Through this combination, we believe we are creating a
devoted base of Potbelly fans that return again and again and that we are expanding one sandwich shop at a time.

We believe that a key to our past and future success is our culture. It is embodied in The Potbelly

Advantage, which is an expression of our Vision, Mission, Passion and Values, and the foundation of everything
we do. Our Vision is for our customers to feel that we are their “Neighborhood Sandwich Shop” and to tell others
about their great experience. Our Mission is to make people really happy, to make more money and to improve
every day. Our Passion is to be “The Best Place for Lunch.” Our Values embody both how we lead and how we
behave and form the cornerstone of our culture. We use simple language that resonates from the frontline
associate to the most senior levels of the organization, creating shared expectations and accountabilities in how
we approach our day-to-day activities. We strive to be a fun, friendly and hardworking group of people who
enjoy taking care of our customers, while at the same time taking care of each other.

We believe executing on The Potbelly Advantage at a high level creates a distinct competitive advantage

and drives our operating and financial results, as illustrated by the following:

• As of December 29, 2013, we had a domestic base of 307 shops in 21 states and the District of

Columbia. Of these, the company operates 296 shops and franchisees operate 11 shops. In addition,
there are 12 franchised shops in the Middle East. Total shop growth was 14.3% over the prior year;

• We achieved positive comparable store sales growth in fourteen of the last fifteen quarters through our
fiscal quarter ended December 29, 2013 (comparable store sales growth reflects the change in year-
over-year sales of shops open for 15 or more months);

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From 2012 to 2013, we increased our total revenue 9.0% to $299.7 million, 11.2% excluding the extra
operating week in fiscal 2012 and our adjusted EBITDA 12.0% to $35.2 million. Our net income for
the year ended December 29, 2013 was $1.3 million; and

From 2009 to 2013, we increased our shop-level profit margin by 100 basis points: with levels of
19.2%, 20.9%, 21.6%, 20.7% and 20.2% in 2009, 2010, 2011, 2012 and 2013, respectively (shop-level
profit margin measures net shop sales less shop operating expenses as a percentage of net shop sales).

Shop-level profit margin is not required by, or presented in accordance with, U.S. generally accepted
accounting principles (“GAAP”). See “Selected Financial Data” in Item 6 for a discussion of adjusted EBITDA,
adjusted EBITDA margin and shop-level profit margin and a reconciliation of the differences between adjusted
EBITDA and net income (loss) and shop-level profit and income (loss) from operations, as well as a calculation
of shop-level profit margin. See “Management’s Discussion and Analysis of Financial Condition and Results of
Operations” in Item 7 for a definition of comparable store sales

Our History

Potbelly started in 1977 as a small antique store on Lincoln Avenue in Chicago. To boost sales, the original
owner began offering toasty warm sandwiches to customers. Soon, people who had no interest in antiques were
stopping by to enjoy the delicious sandwiches, homemade desserts and live music featured in the shop. As time
passed, Potbelly became a well-known neighborhood destination with a loyal following of regulars and frequent
lines out the door.

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We opened our second shop in 1997 and continued to open shops in more neighborhoods reaching 100
shops in 2005, 200 shops in 2008 and 300 shops in 2013. Throughout our growth, each new shop has maintained
a similar look, vibe and experience that defines the Potbelly brand. Though our shops vary in size and shape, we
maintain core elements in each new location, such as fast and efficient line flow, vintage décor customized with
local details and exceptional customer focus.

Just like our first shop on Lincoln Avenue, we are committed to building deep community roots in all the

neighborhoods we serve.

Our Competitive Strengths

We believe the following competitive strengths provide a platform for us to achieve continued growth:

Simple, Made-to-Order Food. Our menu features items made from high quality ingredients, such as fresh
vegetables, hearth-baked bread and all-natural, breast meat chicken (without preservatives or artificial flavors).
We also use whole muscle turkey, ham and roast beef, rather than chopped and formed deli meats. See “—Our
Food—Our Menu” for more information on our ingredients. Our sandwiches are made fresh to order, and many
are based on the original recipes from 1977. They are served toasty warm on our signature multigrain wheat or
regular bread which is delivered to our shops. We slice our meats and cheeses daily in each shop to ensure
freshness. Our sandwiches can be customized with a variety of toppings, including our unique Potbelly hot
peppers that are made with a combination of spices exclusively for us. We make our sandwiches to have the right
balance of ingredients with the last bite tasting as good as the first. Our generously sized cookies are baked fresh
daily in each shop, and our hand-dipped shakes, malts and smoothies are made from real ingredients and come
with our signature butter cookie on the straw. Our menu regularly evolves based on consumer trends and
customer feedback. Among other things, we solicit customer feedback quarterly via in-person “Customer
Advisories” in our major markets and conduct an annual customer survey to help determine trends. See “—Our
Food—Customer Feedback” for more information about these surveys. We believe our simple menu and freshly-
made food offer ease of ordering and broad appeal and help us create loyal Potbelly fans that return again and
again. Based on the CREST® data provided by the NPD Group, which tracks consumer reported eating share
trends, on average our customers eat at our shops approximately two times every four-week period. Additionally,
based on our 2013 annual customer surveys, which we distributed by email, we believe 20% of our customers
come to a Potbelly shop one or more times per week.

Differentiated Customer Experience That Delivers a Neighborhood Feel. We strive to provide a positive

customer experience that is driven by both our employees and the atmosphere of our shops. We look to hire
employees that are outgoing people and train them to interact with our customers in a genuine way while
providing fast service. To support the neighborhood feel of our shops, most of our managers live in the
neighborhood where their shop is located. We believe this allows them to get to know their customers,
understand the unique character of each neighborhood and form deep roots within the community. Each of our
shops features vintage décor and shared design elements, such as the use of wood, wallpaper motifs and our
signature Potbelly stove. In addition, our shops display locally-themed photos and other decorative items inspired
by the neighborhood. We aim to enhance our atmosphere with live, local musicians that perform at least three
times per week in the majority of our shops. Every Potbelly location strives to be “The Neighborhood Sandwich
Shop,” creating devoted fans who tell others about their experience. We believe our shops are strongly integrated
into the neighborhood through the use of local managers, musicians and locally-themed décor and engage with
customers through initiatives such as fundraising for local causes and other promotions that cater to local
interests. The unique Potbelly experience encourages repeat customer visits and drives increased sales.

Attractive Shop Economics. Our shop model is designed to generate, and has generated, strong cash flow,

attractive shop-level financial results and high returns on investment. We operate our shops successfully in a
wide range of geographic markets, population densities and real estate settings. We aim to generate average
shop-level profit margins, a non-GAAP measure, above 20% and target cash-on-cash returns, on new company-
operated shops, above 25% after two full years of operation. We have achieved these targets in 2011, 2012 and

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2013. Our ability to maintain such margins and returns depends on a number of factors. For example, we face
increasing commodity costs, which we have partially offset by increasing menu prices. Although there is no
guarantee that we will be able to maintain these returns, we believe our attractive shop economics support our
ability to profitably grow our brand in new and existing markets.

Management Team with Substantial Operating Experience. Our senior management team has extensive
operating experience across disciplines in the restaurant and retail sectors, including store operations, marketing,
human resources, innovation, real estate, supply chain and finance. This team has an average of over 18 years of
restaurant industry experience, and many of our executives have experience at large public companies. Our core
senior management team has been together since 2008, when we hired our President and CEO, Aylwin Lewis.
Aylwin was previously with Yum! Brands, Inc. from 1991 to 2004, most recently as President and Chief
Multibranding and Operating Officer, as well as with Sears Holdings from 2004 to 2008, most recently as
President and CEO. We believe our experienced leadership team is a key driver of our success and positions us to
execute our long-term growth strategy.

Distinct, Deep-Rooted Culture: The Potbelly Advantage. We believe our culture is a key to our success. It is

embodied in The Potbelly Advantage, which is an expression of our Vision, Mission, Passion and Values. The
Potbelly Advantage is the written mission statement for our company that is shared with everyone who works at
our company, from our top executives to shop associates. We believe such mission statement serves as the
foundation of everything we do, including how we plan and manage our business. Our Vision is to create
Potbelly fans nationwide. We want our customers to feel we are their “Neighborhood Sandwich Shop” and to
become Potbelly fans and advocates. Our Mission is to make our customers and employees happy, to make more
money and to improve our business every day. Our Passion is to be “The Best Place for Lunch.” We strive to
emphasize our Values of integrity, teamwork, accountability, positive energy and coaching throughout all levels
of our organization including in our hiring process and training programs. We also place importance on values
for our leaders, such as delivering results through execution and building and inspiring teams. The Potbelly
Values form a common language across our organization that we believe makes Potbelly a place our employees
love to work. Through our Ethics Code of Conduct, ongoing training and evaluations, we encourage our
employees to perform at their personal best and help them to work together as a team to make sure we deliver a
positive experience to everyone who works here. See “—Shop Operations and Management—Our People.” Our
culture helps us attract and retain employees and has contributed to our hourly employee turnover rate of 74% for
the year ended December 29, 2013. We believe The Potbelly Advantage allows us to deliver operational
excellence and grow our business and our base of devoted Potbelly fans.

Our Growth Strategy

We strive to grow profitability and create value for our stockholders by working to achieve the goals listed

below. While we cannot provide assurances that we will achieve and maintain these objectives, we consider each
of them to be a core strategy of our business.

Run Great Shops. We believe that continued excellence in shop-level execution is fundamental to our
growth strategy. To maintain our operational standards we use a Balanced Scorecard approach to measure
People, Customers, Sales and Profits at each of our shops. Hiring the right people and maintaining optimal
staffing levels enable us to run efficient operations. We track metrics such as peak hour throughput, mystery
shopper scores and neighborhood engagement activities, such as fundraisers for local causes, to improve the
customer experience. Shop sales and profitability are benchmarked against prior year periods and budget, and we
focus on achieving targets on a shop-by-shop basis. To support our shop operators, we invest in systems and
technology that can meaningfully improve shop-level execution. For example, we have enhanced capabilities
around in-line order-taking by using a proprietary tablet system in approximately 46% of our shops as of
December 29, 2013 to further increase throughput by increasing accuracy and speed of order taking. In addition,
we are expanding our backline businesses, including catering, delivery and online ordering, which we view as
additional growth drivers.

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Find and Build Great Shops. Our shops are successful in diverse markets in 21 states and the District of
Columbia, and we intend to continue to build company-operated shops in both new and existing markets utilizing
our thoughtful site selection process. We evaluate a number of metrics to assess the optimal sites for our new
shops, including neighborhood daytime population, site visibility, traffic and accessibility, along with an on-the-
ground qualitative assessment of the characteristics of each unique trade area. This location-specific approach to
development allows us to leverage our versatile shop format, which does not have standardized requirements
with respect to size, shape or location, to achieve strong returns across a wide range of real estate settings. See
“—Site Selection and Expansion—Shop Design” for more information about our shop requirements. In 2011,
2012 and 2013, we opened 21, 31 and 34 new company-operated shops, respectively, and expanded into New
York, Seattle, Boston, Phoenix, Cleveland, Kansas City, Portland, Oregon and Hartford, Connecticut. In those
same time periods, we closed five shops, one shop and two shops, respectively, due to under-performance or
lease expirations. We expect to open 35 to 40 new company-operated shops in 2014. Over the long term, we plan
to grow the number of Potbelly shops at least 10% annually. We cannot provide assurance that we will be able to
grow the number of Potbelly shops by 10% in any year or over any period of time or that we will be able to open
any specific number of shops in any year.

Achieve High Margins and Returns. Our approach to margin enhancement begins with continuous efforts to

improve the financial results of our shops. We focus on cash-on-cash returns to the company and look to grow
shop-level profitability each year through sales growth and productivity improvements. Between 2009 and 2013,
we increased our shop-level profit margin, a non-GAAP measure, from 19.2% to 20.2%. We also focus on cash
flow generation, which supports our self-funded development model of sourcing our liquidity and capital
resource needs primarily from operating activities and cash and cash equivalents. We also have a credit facility to
provide another source of liquidity and to manage cash flow timing. We believe we exercise strong financial
discipline in managing expenses and by encouraging employee efficiency with the goal of achieving and
maintaining general and administrative expenses under 10% of revenue. In addition, we expect our sales and
shop-level profit margin to grow faster than general and administrative expenses. For fiscal 2013, our general and
administrative expenses as a percentage of total revenues were 9.7%, excluding the effect of any one-time costs
associated with our initial public offering. Our intention is to maintain average shop-level profit margins over
20% as we continue to grow. However, we cannot provide assurances that we will be able to maintain our shop-
level profit margin levels or that we will be able to achieve or maintain low levels of expenses.

Become a Global Iconic Brand. We believe that our premise of a “Neighborhood Sandwich Shop” has broad

appeal across a wide range of market types and geographies. We believe that Potbelly is a recognized brand
beyond the neighborhoods in which we currently operate. Based on our management’s experience, we believe a
significant contributor to this success is word-of-mouth publicity by our customers who enjoy their Potbelly
experience and tell others about it. We learn from the formal customer feedback we solicit (See “—Our Food—
Customer Feedback”), and from managers and employees who interact with customers in our shops, that many
customers in new markets report positive recommendations from friends and family members who live in regions
with established Potbelly shops. We believe that our positive brand perception helps drive interest in our shops in
both existing and new markets.

Be a Great Franchisor. In 2010, we initiated a program to franchise shops in selected markets in the U.S.,
including Indiana, Kentucky, Minnesota, Missouri, Ohio and Texas. As we develop our franchise program, we
intend to expand the number of franchise shops on a disciplined basis. We perform a market analysis and focus
on markets we believe have appropriate characteristics for our franchise shops and on franchisees that are
compatible with the Potbelly culture. As of December 29, 2013, our franchisees operated eleven shops
domestically. In addition, we have signed a franchise development agreement with the Alshaya Trading
Company W.L.L. (“Alshaya”), a leading franchisee of retail brands, to develop shops in the Middle East. As of
December 29, 2013, Alshaya operated 12 shops in Kuwait, the United Arab Emirates and Bahrain. See “—
Franchising” for more information about our program and about Alshaya. We expect to open between five and
eight new franchisee-operated shops in 2014. Although we do not expect franchise activities to result in
significant revenue in the near term, we see the selective expansion of our franchising efforts to be a valuable
potential growth opportunity over time.

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Our Food

Our Menu

Each of our shops offers freshly-made food with high quality ingredients from a simple menu with

sandwiches at a limited number of price points. The majority of our sales are generated during lunchtime hours,
but dinner and breakfast (in locations with high early morning traffic) are also important to our business. Our
menu currently includes toasty warm sandwiches, signature salads, soups, chili, sides, desserts and, in our
breakfast locations, breakfast sandwiches and steel cut oatmeal.

Every toasty warm sandwich on the Potbelly menu is made-to-order and customizable and many are based
on the original recipes from 1977. Sandwiches are made with our signature multigrain wheat or regular bread as
“Originals” (our “regular” size), “Bigs” (30% bigger) and “Skinnys” (less meat and cheese starting under 400
calories). We slice our meats and cheeses daily in each shop to ensure freshness, and each of our sandwiches can
be customized with a variety of toppings, including our unique Potbelly hot peppers that are made with a
combination of spices exclusively for us. We believe our sandwiches have the right balance of ingredients with
the last bite tasting as good as the first.

Our core sandwich offerings include Turkey Breast, Italian, Grilled Chicken and Cheddar, Smoked Ham, A
Wreck, Chicken Salad, Meatball, Mediterranean, Roast Beef and Tuna Salad. Customers can also order off-menu
sandwiches and variations on our sandwiches, including the “Wrecking Ball” (A Wreck plus meatballs), the
“Lucky Seven” (which includes all seven of our sliced meat choices) and the “Cheeseburger” (the Meatball with
cheddar cheese and no marinara). These items are on what our loyal fans call the “Underground Menu,” which
contributes to the special connection between Potbelly and our customers.

Our shops also offer salads which are made fresh to order with high quality ingredients. Our signature salads

include the Uptown Salad, Farmhouse Salad, Chicken Salad Salad, A Wreck Salad and Chickpea Veggie Salad.
Customers may order any of our salads without meat for a vegetarian option and may customize a salad as they
desire. Salads come with a choice of dressing, including Potbelly Vinaigrette, Balsamic Vinaigrette, Buttermilk
Ranch and Non-Fat Vinaigrette. We believe our signature salads are key to diversifying our menu and help
ensure that there is something for everyone at our shops.

We also offer soups, chili and side dishes. Different soups are offered daily, including varieties such as
Broccoli Cheddar, Chicken Noodle, Loaded Baked Potato, Chicken Enchilada, Spicy Southwest Veggie and
Tomato soup. We have vegan soup options, including Garden Vegetable and Spicy Black Bean. Our chili is
available seven days a week and is a hearty recipe of ground beef, kidney beans, onions and bell peppers
sweetened with a touch of molasses. Additionally, customers can choose side dishes of coleslaw, macaroni salad,
potato salad, potato chips or a whole dill pickle.

Our hand-dipped shakes and smoothies are made with real ingredients and come with our signature butter
cookie on the straw. Our classic shake flavors include vanilla, chocolate, strawberry, coffee and Oreo®, and our
smoothies include real fruit, such as bananas and strawberries. Our varieties of cookies are baked fresh in each
shop daily and include Oatmeal Chocolate Chip, Sugar and Chocolate Brownie cookies. Customers can also
order an ice cream sandwich, with their choice of cookies and ice cream, or our signature chocolate and caramel
Dream Bar.

Certain of our shops in areas with high early morning traffic also offer breakfast selections. Our breakfast

menu includes made-to-order breakfast sandwiches on our signature multigrain wheat or regular bread and
include Egg & Cheddar Cheese; Bacon, Egg & Cheddar Cheese; Sausage, Egg & Cheddar Cheese; and Ham,
Mushroom, Egg & Swiss Cheese. Like our lunch and dinner sandwiches, our breakfast sandwiches are served
toasty warm and any of our toppings can be added. We also offer steel cut oatmeal with toppings such as raisins,
brown sugar, bananas, walnuts, apples and cranberries, and have other breakfast items available such as yogurt
parfaits, bagels and dark roast coffee.

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Our shops use high quality ingredients such as fresh produce which is delivered two to three times per week,

hearth-baked bread, and whole-block cheeses sliced daily in our shops. We use all-natural chicken (meaning
without preservatives or artificial flavors) in our sandwiches and salads. Our turkey, hickory-smoked ham and
black angus roast beef are all whole-muscle meats sliced daily in our shops. Our dry-cured salami is made with
fresh garlic and real red wine and we use white albacore tuna in our home-made tuna salad.

Overall, we believe our menu of high quality food at reasonable prices offers considerable value to our

customers. In fiscal 2013, our system-wide average check was approximately $7.00. We generally do not
discount our menu items in order to help ensure that we are able to maintain our high standards, as opposed to the
discounting programs implemented by some other restaurant operators aimed at increasing traffic and revenue
but that may impact profitability and quality.

Customer Feedback

We seek customer feedback on our food and operations in various ways. For example, we conduct an annual

customer survey via email to learn what our customers think about us. We circulate a voluntary online survey to
each customer listed in our company-wide email database, which includes email addresses obtained through our
website, customer complaints and compliments, our in-shop business card drop, our Facebook page and other
methods. In 2013, we sent the online survey to over 300,000 customers, with over 12,000 customers electing to
participate. Customers who take the annual survey are not compensated.

We also solicit feedback via quarterly in-person “Customer Advisories” in each of our major markets of
Chicago, Washington, D.C. and Dallas. At each “Customer Advisory,” certain executives and local managers
meet with approximately ten customers to get feedback on our products and initiatives. The customers who
participate are selected from those listed in our company-wide email database as having recently dined at the
shop in which the “Customer Advisory” will be held. Our marketing team strives to have participants who are
representative of the diverse customers who patronize the specific shop. Customer participants in each
“Customer Advisory” receive a nominal Potbelly gift card as a thank you for their participation.

Evolution of Our Menu

We have selectively expanded our menu offerings in response to shifts in customer tastes and demand. For

example, we began offering breakfast items in 2001 and Bigs and Skinnys in 2008. We also added new grilled
chicken salads in 2010 and introduced the all-veggie Mediterranean sandwich in 2012. We will continue to
respond to consumer trends and customer feedback as we believe menu innovations are a way for us to continue
to grow our business.

When we enter new markets, we employ a “lifecycle” approach to introducing our menu. Shops opened in

new markets initially offer only our Original sandwiches to introduce new customers to our core menu items.
Additionally, this approach simplifies our line operations and allows our new shops to focus on execution and
speed of service. We gradually increase our menu offerings at these shops until the full range of Potbelly
offerings are available.

Food Preparation and Safety

Food safety is a top priority, and we dedicate substantial resources, including our supply chain team and

quality assurance teams, to help ensure that our customers enjoy safe, quality food products. We have taken
various steps to mitigate food quality and safety risks, including having personnel focused on this goal together
with our supply chain team. Our shops undergo third-party food safety reviews, internal safety audits and routine
health inspections. We also consider food safety and quality assurance when selecting our distributors and
suppliers.

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Shop Operations and Management

We believe having an excellent manager in each shop is a critical factor in achieving continuous excellence

in operations. Managers hire our employees, help ensure consistent execution of our menu items and strive to
achieve specific targets that are evaluated on a quarterly basis. We devote significant time and resources to
identifying, selecting and training our managers who plan, manage and operate their shops and who, along with
our employees, provide a positive customer experience to our Potbelly fans. We believe our comprehensive
processes for developing business leaders, such as our shop managers, are a key factor in driving our success.

Potbelly Operations

Our operations are structured around the elements of People, Customers, Sales and Profits. During our peak
hours of 11:30 a.m. to 1:30 p.m., our employees greet our customers and take their orders while they wait in line
using a proprietary tablet system in some shops to communicate with our food preparation employees. We focus
on effective communication, technology and management to provide a quick and seamless experience for our
customers. In addition, each shop completes quarterly tactical plans designed to help the shop achieve its targets
relative to each element. In order to better assess and improve the Potbelly experience, we use a Balanced
Scorecard that tracks elements such as sales and profitability metrics, employee turnover and a “mystery
shopper” score, which essentially is a survey of customer satisfaction with the Potbelly experience. We review
overall scores locally, regionally and nationally in order to assess our operational progress and identify areas of
operational focus. Attaining certain ratings on the Balanced Scorecard allows a shop to be eligible for incentive
targets paid quarterly and annual merit awards.

Our People

We look to attract, hire and retain smart, talented and outgoing people who share and demonstrate our
values. We value friendly employees who engage with our customers in a genuine way to provide a personalized
experience. We select employees using interview questions based on our values to determine the extent of
candidate fit. All employees attend culture training classes that include team exercises and scenarios to practice
utilizing the tools relative to our values of integrity, teamwork, accountability, positive energy and coaching. We
strive to empower our employees to do what is right and encourage them to perform at their personal best. We
believe we make expectations and accountabilities clear through our culture training and our Ethics Code of
Conduct, which summarizes employee conduct guidelines and is required to be reviewed and signed by every
employee biennially. We believe we encourage each employee to perform at their personal best by establishing
personal and professional goals through an ongoing continuous development plan. We believe the success of
these programs is evident in our turnover rates and our internal promotion rates. For example, our associate, shift
leader, assistant manager and general manager turnover rates have experienced significant reductions in the last
four years since the inception of these programs. Employees are further encouraged to perform at their personal
best through an ongoing scorecard measuring system that is tied directly to a pay for performance compensation
program. We believe our sustainable process to hire, train and develop our people enables us to deliver a positive
customer experience. A typical Potbelly shop consists of one manager, one assistant manager and as many as 12
to 16 employees during our peak hours.

Most of our managers live in the neighborhood in which their shop is located. We believe this allows them

to get to know their customers, understand the unique character of each neighborhood and form deep roots within
the community. The shop manager has primary responsibility for the day-to-day operation of the shop and is
required to abide by Potbelly’s operating standards. Our Management Training Program provides new managers
with six to eight weeks of training that emphasizes culture, standards, strategy and procedures to prepare them
for success, and is followed by on-going in-shop coaching with their District or Market manager. Our shop
managers report to District or Market Managers who typically report to a Zone Manager, and ultimately to our
Senior Vice President of Operations. In addition, members of senior management visit shops regularly to help
ensure that our culture, strategy and quality standards are being adhered to in all aspects of our operations.

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Shop managers are responsible for selecting and training the employees for each new shop. The training

period for new non-management employees lasts approximately eight weeks and is characterized by on-the-job
supervision by an experienced employee. Ongoing employee training remains the responsibility of the shop
manager, but, as noted above, we provide specific training for our employees around The Potbelly Advantage
several times a year. Special emphasis is placed on the consistency and quality of food preparation and service
which is monitored through ongoing meetings with managers. In addition, we have other continuing
communications with all of our employees.

The Potbelly Experience

We seek to deliver a positive experience for every customer at every opportunity through our tasty food,
unique atmosphere and outgoing and engaging employees. We seek to staff each shop with experienced teams to
ensure consistent and attentive customer service. We look to hire employees who are friendly and responsive to
the needs of our customers as they assist them in selecting menu items complementing individual preferences.
We strive to staff at 110% during peak hours to ensure a fast yet personal Potbelly experience for each customer,
with face-to-face interaction from start to finish. We also provide backline services, including catering, delivery
and online ordering to serve our Potbelly fans.

In addition, music has been integral to the Potbelly culture since our first shop opened in 1977 and adds a

neighborhood vibe. Local musicians frequently perform live at Potbelly shops creating a distinctive dining
experience. Some of our shops also host special events. For example, the Potbelly Jazz Series in Chicago features
solo jazz musicians and Open Mic Night in Ann Arbor and New York City feature up-and-coming local
musicians.

We believe the combination of our great food, people and atmosphere makes Potbelly “The Best Place for

Lunch.”

Site Selection and Expansion

We believe we are well positioned to continue growth in our existing markets and have significant
expansion potential in new geographic areas throughout the United States. As of December 29, 2013, we had a
domestic base of 307 shops in 21 states and the District of Columbia. Of these, the company operates 296 shops
and franchisees operate eleven shops. In addition, there are 12 franchised shops in Kuwait, the United Arab
Emirates and Bahrain.

Over the long-term, we plan to grow the number of Potbelly shops by at least 10% annually. In 2011, 2012

and 2013, we opened 21, 31 and 34 new company-operated shops, respectively, and expanded into New York,
Seattle, Boston, Phoenix, Cleveland, Kansas City, Portland, Oregon and Hartford, Connecticut. In 2014, we
expect to open 35 to 40 company-operated shops in total. We cannot provide assurance that we will be able to
grow the number of Potbelly shops by 10% in any year or over any period of time or that we will be able to open
any specific number of shops in any year.

Our proven shop model is designed to generate strong cash flow, attractive shop-level financial results and
high returns on investment. With an average new shop investment of approximately $600,000 and average unit
volumes in excess of $1 million, which represent the average net sandwich shop sales for all shops on an annual
basis, we strive to generate average shop-level profit margins, a non-GAAP measure, above 20% and cash-on-
cash returns, on new company-operated shops, above 25% after two full years of operation. However, we cannot
provide any assurances that we will achieve and maintain similar profit margins or cash returns in the future.

Site Selection Process

We consider the location of a shop to be a critical variable in its long-term success and as such, we devote

significant effort to the investigation and evaluation of potential locations. We actively develop shops in both
new and existing markets and plan to continue to expand in selected regions throughout the United States. Our

11

Real Estate Committee, which includes most of our senior management team, meets weekly to discuss all aspects
of our development program. The process for selecting locations incorporates management’s experience and
expertise and includes extensive data collection and analysis. We proactively seek new shop locations based on
specific criteria, such as demographic characteristics, daytime population thresholds and traffic patterns, along
with the potential visibility of, and accessibility to, the shop. Additionally, we use information and intelligence
gathered from managers and other shop personnel that live in or near the neighborhoods we are considering. New
shops are built with only one purpose in mind: to generate cash flow that meets or exceeds those modeled in our
return targets. We are disciplined in our development, and we routinely forego sites that have many positive
attributes, including strong visibility and street presence, but have challenging economics, such as high
occupancy costs.

Since we do not have standardized requirements with respect to size, shape or location, we are flexible in

our site selection process. This allows us to choose and open shops with a wide variety of shapes in a wide
variety of areas, including in urban central business districts and suburban areas near shopping malls or other
high-traffic locations. Proposed locations are visited, reviewed and approved by key members of our Real Estate
Committee.

Shop Design

We strive to create a unique customer experience that delivers a neighborhood feel for each shop. We
typically design the interior of our shops in-house, utilizing outside architects when necessary. Our design team
sources most furnishings and decorations for our shops. Each of our shops features vintage décor and shared
design elements, such as the use of wood, wallpaper motifs and our signature Potbelly stove. Consistent with The
Potbelly Advantage, our shops display locally-themed photos and other decorative items inspired by the
neighborhood. Most of our shops also feature a space for musicians to perform. Our shop size averages
approximately 2,300 square feet; however, we currently target shop sizes between 1,800 and 2,200 square feet
for new openings. The dining area of a typical shop can seat anywhere from 50 to 60 people. Some of our shops
incorporate larger dining areas and outdoor patios. We believe the unique atmosphere and local music creates a
lively place where friends and family can get together, encourages repeat visits by our customers and drives
increased sales.

Construction

Construction of a new shop generally takes approximately 50 to 70 days from the date the location is leased
or under contract and fully permitted. Each new shop requires a total cash investment of approximately $600,000,
but this figure could be materially higher or lower depending on the market, shop size and condition of the
premises upon landlord delivery. We generally construct shops in third-party leased retail space but also
construct free-standing buildings on leased properties. In the future, we intend to continue converting existing
third-party leased retail space or constructing new shops in the majority of circumstances. For additional
information regarding our leases, see “—Properties” in Item 2.

Franchising

In 2010, we initiated a program to selectively franchise our shops to take advantage of incremental growth

opportunities. We intend to expand the number of franchise shops on a disciplined basis as we develop our
franchise program. As of December 29, 2013, we had eleven domestic franchised shops in eight states.
Internationally, our first franchise partner is Alshaya, a company with which we had discussions for several
years. As of December 29, 2013, Alshaya operated 12 franchised shops in Kuwait, the United Arab Emirates and
Bahrain and has exclusive franchising rights in the Middle East. Our agreement with Alshaya provides that
Alshaya may also open shops in Egypt, Jordan, Lebanon, Oman, Qatar and Saudi Arabia.

We look for franchisees who love working with a team and have solid business experience, financial
qualifications and personal motivation. Our franchise arrangements grant third parties a license to establish and
operate a shop using our systems and our trademarks in a given area. The franchisee pays us for the ideas,

12

strategy, marketing, operating system, training, purchasing power and brand recognition. All new franchisees
participate in an eight to twelve week training program consisting of real life experience in our company-
operated shops, as well as training at our Potbelly Support Center in Chicago. Franchised shops must be operated
in compliance with our methods, standards and specifications, regarding menu items, ingredients, materials,
supplies, services, fixtures, furnishings, décor and signs. Although we do not expect franchise activities to result
in significant revenue in the near term, we see the selective expansion of our franchising efforts to be a valuable
potential growth opportunity over time.

Advertising and Marketing

We believe our shops appeal to a broad base of loyal customers who return again and again for our great

food and fun environment staffed by friendly people. Historically, one to two percent of our annual revenue has
been spent on marketing efforts. A portion of our marketing budget is spent at the shop level, with the goal of
building relationships within our neighborhoods to increase the frequency of return visits and attract new
customers. Our methods of marketing and advertising promote and maintain the Potbelly brand image and,
among other things, generate awareness of shop locations and new menu offerings.

Neighborhood Shop Marketing

Consistent with our neighborhood approach, a portion of our marketing investments are made at the shop
level. Neighborhood shops frequently hire local musicians and hold a variety of community events, including
fundraisers. For example, during a “Shake Fundraiser” for smaller community organizations, Potbelly donates a
portion of sales for each customized milkshake sold. For larger organizations, Potbelly sponsors local cause
fundraisers, where 25% of sales gathered at the event are donated to the organization’s cause. Our shops promote
these events and other events through social media, public relations, in-shop materials and local support, which
results in increased traffic. Additionally, we engage in a variety of promotional activities, such as contributing
food, time and money to charitable, civic and cultural programs, in order to give back to the communities we
serve and increase public awareness and appreciation of our shops and our employees.

Advertising

We also promote our shops through local media in markets in which we have scale. The use of radio and
outdoor media are the most common advertising vehicles used in these markets. Additionally, we rely on in-shop
materials to communicate and market to our customers. Our internal corporate production staff is responsible for
the creative work around our advertising and other forms of communication. In the end, our best advertising
comes from our customers. We believe the Potbelly experience fosters strong customer loyalty and encourages
our fans to promote the brand through word-of-mouth marketing.

E-Marketing and Social Media

We have increased our use of e-marketing tools, which enable us to reach a significant number of people in

a timely and targeted fashion at a fraction of the cost of traditional media. We believe that our customers are
frequent internet users and will use social media to make dining decisions or to share dining experiences. We
have a Facebook page and Twitter feed and advertise on various social media and other websites.

Sourcing and Supply Chain

Our supply chain team sources, negotiates and purchases food supplies for our shops. We believe in using
high quality ingredients while maintaining our value position in the marketplace. We benchmark our products
against the competition using consumer panels. We contract with Distribution Market Advantage, Inc., or DMA,
a cooperative of multiple food distributors located throughout the nation. DMA is a broker with whom we
negotiate and gain access to third-party food distributors and suppliers. For fiscal year 2013, distributors through
our DMA arrangement supplied us with approximately 90%-96% of our food supplies through four primary

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distributors: Reinhart FoodService, L.L.C., Ben E. Keith Company, Food Services of America, and Shamrock
Foods. Our remaining food supplies are distributed by other distributors under separate contracts. Our
distributors deliver supplies to our shops approximately two to three times per week.

We negotiate pricing and volume terms directly with certain of our suppliers and distributors or through
DMA. Our supply chain team utilizes a mix of forward pricing protocols for certain items under which we agree
with our supplier on fixed prices for deliveries at some time in the future, fixed pricing protocols under which we
agree on a fixed price with our supplier for the duration of that protocol, and formula pricing protocols under
which the prices we pay are based on a specified formula related to the prices of the goods, such as spot prices.
Our use of any forward pricing arrangements varies substantially from time to time and these arrangements tend
to cover relatively short periods (i.e., typically twelve months or less).

Currently we have pricing arrangements of varying lengths with our distributors and suppliers, including
distributors and suppliers of meats, dairy, bread, cookie dough and other products. Meats represent about 29% of
our product purchasing composition. In fiscal year 2013, more than 95% of our meat products were sourced from
nine suppliers under non-exclusive contracts. We have a non-exclusive contract with Campagna-Turano Bakery,
Inc. for our signature multigrain bread. Campagna-Turano Bakery, Inc. produces bread items in a primary and
secondary production facility. We have secondary suppliers in place for many of our significant meats, and we
believe we would be able to source our meat and bread requirements from different suppliers if doing so became
necessary. However, changes in the price or availability of certain products may affect the profitability of certain
items, our ability to maintain existing prices and our ability to purchase sufficient amounts of items to satisfy our
customers’ demands.

Many of our products, ingredients and supplies are currently sourced from multiple suppliers. Additionally,
our supply chain team has established contingency plans for many key products. For example, manufacturers of
certain products maintain alternative production facilities capable of satisfying our requirements should the
primary facility experience interruptions. For other products, we believe we have identified alternate suppliers
that could meet our requirements at competitive prices or, in some cases, have identified a product match that
could be used in our shops. Our supply chain team regularly updates our procurement strategies to include
contingency plans for new products and ingredients, as well as additional secondary and alternate suppliers. We
believe these strategies would collectively enable us to obtain sufficient product quantities from other sources at
competitive prices without material disruption should a current supplier be unable to fulfill its commitment to us.

Management Information Systems

Shop-level financial and accounting controls are handled through a point-of-sale computer system and

network in each shop that communicates with our corporate headquarters. The POS system is also used to
authorize and transmit credit card sales transactions and to manage the business and control costs, such as labor.
Our company-operated shops are connected through data centers and a portal to provide our corporate employees
with access to business information and tools that allow them to collaborate, communicate, train and share
information between shops and the corporate office. We believe our systems currently comply with all credit
card industry security standards for processing of credit and gift cards.

Competition

We compete in the restaurant industry, primarily in the limited-service restaurant segment but also with

restaurants in the full-service restaurant segment, and face significant competition from a wide variety of
restaurants, convenience stores and other outlets on a national, regional and local level. We believe that we
compete primarily based on product quality, restaurant concept, service, convenience, value perception and price.
Our competition continues to intensify as competitors increase the breadth and depth of their product offerings
and open new units. Although new competitors may emerge at any time due to the low barriers to entry, our
competitors include: Chipotle, Jimmy John’s, Panera Bread and Subway, among others. Additionally, we
compete with limited-service restaurants, specialty restaurants and other retail concepts for prime shop locations.

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Government Regulation

We and our franchisees are subject to various federal, state, local and international laws affecting our
business. Each of our shops is subject to licensing and regulation by a number of governmental authorities, which
may include, among others, health and safety, nutritional menu labeling, health care, environmental and fire
agencies in the state, municipality or country in which the shop is located. Difficulty in obtaining or failing to
obtain the required licenses or approvals could delay or prevent the development of a new shop in a particular
area. Additionally, difficulties or inabilities to retain or renew licenses, or increased compliance costs due to
changed regulations, could adversely affect operations at existing shops.

Our shop operations are also subject to federal and state labor laws, including the Fair Labor Standards Act,

governing such matters as minimum wages, overtime and worker conditions. Significant numbers of our food
service and preparation personnel are paid at rates related to the applicable minimum wage, and further increases
in the minimum wage or other changes in these laws could increase our labor costs. Our ability to respond to
minimum wage increases by increasing menu prices will depend on the responses of our competitors and
customers. Further, we are continuing to assess the impact of federal health care legislation on our health care
benefit costs. The requirement that we provide health insurance benefits to employees that are more extensive
than the health insurance benefits we currently provide, or the imposition of additional employer paid
employment taxes on income earned by our employees, could have an adverse effect on our results of operations
and financial position. Our distributors and suppliers also may be affected by higher minimum wage and benefit
standards, which could result in higher costs for goods and services supplied to us.

We and our franchisees may also be subject to lawsuits from our employees, the U.S. Equal Employment

Opportunity Commission or others alleging violations of federal and state laws regarding workplace and
employment matters, discrimination and similar matters.

The Patient Protection and Affordability Act of 2010 (the “PPACA”) enacted in March 2010 requires chain

restaurants with 20 or more locations in the United States to comply with federal nutritional disclosure
requirements. It is expected that the FDA will issue final regulations in 2014 and will begin enforcing regulations
thereafter. A number of states, counties and cities have also enacted menu labeling laws requiring multi-unit
restaurant operators to disclose certain nutritional information to customers, or have enacted legislation
restricting the use of certain types of ingredients in restaurants. Although the federal legislation is intended to
preempt conflicting state or local laws on nutrition labeling, until we are required to comply with the federal law
we will be subject to a patchwork of state and local laws and regulations regarding nutritional content disclosure
requirements. Many of these requirements are inconsistent or are interpreted differently from one jurisdiction to
another. While our ability to adapt to consumer preferences is a strength of our concepts, the effect of such
labeling requirements on consumer choices, if any, is unclear at this time.

There is also a potential for increased regulation of certain food establishments in the United States, where

compliance with a Hazard Analysis and Critical Control Points (“HACCP”) approach may now be required.
HACCP refers to a management system in which food safety is addressed through the analysis and control of
potential hazards from production, procurement and handling, to manufacturing, distribution and consumption of
the finished product. Many states have required restaurants to develop and implement HACCP Systems and the
United States government continues to expand the sectors of the food industry that must adopt and implement
HACCP programs. For example, the Food Safety Modernization Act (“FSMA”), signed into law in January
2011, granted the United States Food and Drug Administration (the “FDA”) new authority regarding the safety of
the entire food system, including through increased inspections and mandatory food recalls. Although restaurants
are specifically exempted from or not directly implicated by some of these new requirements, we anticipate that
the new requirements may impact our industry. Additionally, our suppliers may initiate or otherwise be subject to
food recalls that may impact the availability of certain products, result in adverse publicity or require us to take
actions that could be costly for us or otherwise harm our business.

We and our franchisees are subject to the Americans with Disabilities Act (the “ADA”), which, among other

things, requires our shops to meet federally mandated requirements for the disabled. The ADA prohibits

15

discrimination in employment and public accommodations on the basis of disability. Under the ADA, we and our
franchisees could be required to expend funds to modify our shops to provide service to, or make reasonable
accommodations for the employment of, disabled persons. In addition, our employment practices are subject to
the requirements of the Immigration and Naturalization Service relating to citizenship and residency.
Government regulations could affect and change the items we procure for resale. We and our franchisees may
also become subject to legislation or regulation seeking to tax and/or regulate high-fat and high-sodium foods,
particularly in the United States, which could be costly to comply with. Our results can be impacted by tax
legislation and regulation in the jurisdictions in which we operate and by accounting standards or
pronouncements.

We and our franchisees are also subject to laws and regulations relating to information security, privacy,
cashless payments, gift cards and consumer credit, protection and fraud, and any failure or perceived failure to
comply with these laws and regulations could harm our reputation or lead to litigation, which could adversely
affect our financial condition.

Our franchising activities are subject to the rules and regulations of the Federal Trade Commission (“FTC”)
and various state laws regulating the offer and sale of franchises. The FTC’s franchise rule and various state laws
require that we furnish a franchise disclosure document (“FDD”) containing certain information to prospective
franchisees and a number of states require registration of the FDD with state authorities. Substantive state laws
that regulate the franchisor-franchisee relationship exist in a substantial number of states, and bills have been
introduced in Congress from time to time that would provide for federal regulation of the franchisor-franchisee
relationship. The state laws often limit, among other things, the duration and scope of non-competition
provisions, the ability of a franchisor to terminate or refuse to renew a franchise and the ability of a franchisor to
designate sources of supply. We believe that our FDDs, together with any applicable state versions or
supplements, and franchising procedures comply in all material respects with both the FTC franchise rule and all
applicable state laws regulating franchising in those states in which we have offered franchises.

See “Risk Factors” in Item 1A for a discussion of risks relating to federal, state, local and international

regulation of our business.

Seasonality

Our business is subject to seasonal fluctuations. Historically, customer spending patterns for our established

shops are lowest in the first quarter of the year. Our quarterly results have been and will continue to be affected
by the timing of new shop openings and their associated pre-opening costs. As a result of these and other factors,
our financial results for any quarter may not be indicative of the results that may be achieved for a full fiscal
year.

Employees

As of December 29, 2013, we employed approximately 5,200 persons, of which approximately 150 are

corporate personnel, 520 are shop management personnel and the remainder are hourly shop personnel.

Intellectual Property and Trademarks

We regard our “Potbelly” and “Potbelly Sandwich Works” trademarks as having significant value and as
being important factors in the marketing of our shops. We have also obtained trademarks for several of our other
menu items, such as “A Wreck,” and for various advertising slogans, including “Good Vibes, Great Sandwiches”
and “A First Class Dive.” We are aware of names and marks similar to the trademarks of ours used by other
persons in certain geographic areas in which we have shops. However, we believe such uses will not adversely
affect us. Our policy is to pursue registration of our intellectual property whenever possible and to oppose
vigorously any infringement thereof.

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We license the use of our registered trademarks to franchisees through franchise arrangements. The

franchise arrangements restrict franchisees’ activities with respect to the use of our trademarks and impose
quality control standards in connection with goods and services offered in connection with the trademarks.

Available Information

We were incorporated in Delaware in June 2001 as Potbelly Sandwich Works, Inc. and changed our name to

Potbelly Corporation in 2002. Our principal offices are located at 222 Merchandise Mart Plaza, 23rd Floor,
Chicago, Illinois 60654 and our telephone number is (312) 951-0600. We maintain a website with the address
www.potbelly.com. On our website, we make available at no charge our annual report on Form 10-K, quarterly
reports on Form 10-Q, current reports on Form 8-K, all amendments to those reports, and our proxy statement, as
soon as reasonably practicable after these materials are filed with or furnished to the SEC. Our filings are also
available on the SEC’s website at www.sec.gov. The public may read and copy any materials that we file with
the SEC at the SEC’s Public Reference Room at 100 F Street, NE, Washington, D.C. 20549. The public may also
obtain information on the operation of the Public Reference Room by calling the SEC at 1-800-SEC-0330. The
contents of our website are not incorporated by reference into this Form 10-K.

ITEM 1A. RISK FACTORS

You should carefully consider the following factors, which could materially affect our business, financial

condition or results of operations. You should read these Risk Factors in conjunction with ‘‘Management’s
Discussion and Analysis of Financial Condition and Results of Operations’’ in Item 7 and our consolidated
financial statements and the related notes to those statements included in Item 8.

Risks Related to Our Business and Industry

We face significant competition for customers and our inability to compete effectively may affect our traffic,
sales and shop-level profit margins, which could adversely affect our business, financial condition and results
of operations.

The restaurant industry is intensely competitive with many well-established companies that compete directly

and indirectly with us with respect to food quality, ambience, service, price and value and location. We compete
in the restaurant industry with national, regional and locally-owned limited-service restaurants and full-service
restaurants. Some of our competitors have significantly greater financial, marketing, personnel and other
resources than we do, and many of our competitors are well established in markets in which we have existing
shops or intend to locate new shops. In addition, many of our competitors have greater name recognition
nationally or in some of the local markets in which we have shops. Any inability to successfully compete with
the restaurants in our markets will place downward pressure on our customer traffic and may prevent us from
increasing or sustaining our revenues and profitability. Consumer tastes, nutritional and dietary trends, traffic
patterns and the type, number and location of competing restaurants often affect the restaurant business, and our
competitors may react more efficiently and effectively to those conditions. Further, we face growing competition
from the supermarket industry, with the improvement of their “convenient meals” in the deli section, and from
limited-service and fast casual restaurants, as a result of higher-quality food and beverage offerings by those
restaurants. In addition, some of our competitors have in the past implemented programs which provide price
discounts on certain menu offerings, and they may continue to do so in the future. If we are unable to continue to
compete effectively, our traffic, sales and shop-level profit margins could decline and our business, financial
condition and results of operations would be adversely affected.

Changes in economic conditions, including continuing effects from the recent recession, could materially
affect our business, financial condition and results of operations.

The restaurant industry depends on consumer discretionary spending. During the economic downturn
starting in 2008, continuing disruptions in the overall economy, including the ongoing impacts of the housing
crisis, high unemployment, and financial market volatility and unpredictability, caused a related reduction in

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consumer confidence, which negatively affected customer traffic and sales throughout our industry. These
factors, as well as national, regional and local regulatory and economic conditions, gasoline prices, disposable
consumer income and consumer confidence, affect discretionary consumer spending. If these economic
conditions persist or worsen, customer traffic could be adversely impacted if our customers choose to dine out
less frequently or reduce the amount they spend on meals while dining out. If current negative economic
conditions persist for a long period of time or become more pervasive, consumer changes to their discretionary
spending behavior, including the frequency with which they dine out, could be more permanent. The ability of
the U.S. economy to continue to recover from these challenging economic conditions is likely to be affected by
many national and international factors that are beyond our control. If sales decrease, our profitability could
decline as we spread fixed costs across a lower level of sales. Prolonged negative trends in shop sales could cause
us to, among other things, reduce the number and frequency of new shop openings, close shops or delay
remodeling of our existing shops or take asset impairment charges.

Our business operations and future development could be significantly disrupted if we lose key members of
our management team.

The success of our business continues to depend to a significant degree upon the continued contributions of

our senior officers and key employees, both individually and as a group. Our future performance will be
substantially dependent in particular on our ability to retain and motivate Aylwin Lewis—our Chief Executive
Officer, Charlie Talbot—our Senior Vice President and Chief Financial Officer, John Morlock—our Senior Vice
President and Chief Operations Officer, and other members of our senior leadership team. We currently have
employment agreements in place with all of the members of our senior leadership team. The loss of the services
of any of these executive officers or other key employees could have a material adverse effect on our business
and plans for future development. In addition, we may have difficulty finding appropriate replacements and our
business could suffer. We also do not maintain any key man life insurance policies for any of our employees.

Increased commodity, energy and other costs could decrease our shop-level profit margins or cause us to limit
or otherwise modify our menus, which could adversely affect our business.

Our profitability depends in part on our ability to anticipate and react to changes in the price and availability

of food commodities, including among other things beef, poultry, grains, dairy and produce. Prices may be
affected due to market changes, increased competition, the general risk of inflation, shortages or interruptions in
supply due to weather, disease or other conditions beyond our control, or other reasons. For example, certain
regions of the U.S. experienced a significant drought in 2012, which increased the price of certain food
commodities, including beef. We partially offset those costs by increasing menu prices. Other events could
increase commodity prices or cause shortages that could affect the cost and quality of the items we buy or require
us to further raise prices or limit our menu options. These events, combined with other more general economic
and demographic conditions, could impact our pricing and negatively affect our sales and shop-level profit
margins. We enter into certain forward pricing arrangements with our suppliers from time to time, which may
result in fixed or formula-based pricing with respect to certain food products. See “Management’s Discussion
and Analysis of Financial Condition and Results of Operations—Quantitative and Qualitative Disclosures of
Market Risks—Commodity Price Risk” in Item 7. However, these arrangements generally are relatively short in
duration and may provide only limited protection from price changes, and the extent to which we use these
arrangements varies substantially from time to time. In addition, the use of these arrangements may limit our
ability to benefit from favorable price movements.

Our profitability is also adversely affected by increases in the price of utilities, such as natural gas, whether
as a result of inflation, shortages or interruptions in supply, or otherwise. Our profitability is also affected by the
costs of insurance, labor, marketing, taxes and real estate, all of which could increase due to inflation, changes in
laws, competition or other events beyond our control. Our ability to respond to increased costs by increasing
menu prices or by implementing alternative processes or products will depend on our ability to anticipate and

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react to such increases and other more general economic and demographic conditions, as well as the responses of
our competitors and customers. All of these things may be difficult to predict and beyond our control. In this
manner, increased costs could adversely affect our performance.

Our inability to identify qualified individuals for our workforce could slow our growth and adversely impact
our ability to operate our shops.

Our success depends in part upon our ability to attract, motivate and retain a sufficient number of qualified
managers and associates to meet the needs of our existing shops and to staff new shops. A sufficient number of
qualified individuals to fill these positions may be in short supply in some communities. Competition in these
communities for qualified staff could require us to pay higher wages and provide greater benefits. In addition,
significant improvement in regional or national economic conditions could increase the difficulty of attracting
and retaining qualified individuals and could result in the need to pay higher wages and provide greater benefits.
We place a heavy emphasis on the qualification and training of our personnel and spend a significant amount of
time and money on training our employees. Any inability to recruit and retain qualified individuals may result in
higher turnover and increased labor costs, and could compromise the quality of our service, all of which could
adversely affect our business. Any such inability could also delay the planned openings of new shops and could
adversely impact our existing shops. Any such inability to retain or recruit qualified employees, increased costs
of attracting qualified employees or delays in shop openings could adversely affect our business and results of
operations.

Our long-term success is highly dependent on our ability to successfully identify and secure appropriate sites
and develop and expand our operations in existing and new markets.

One of the key means of achieving our growth strategies will be through opening new shops and operating

those shops on a profitable basis. We expect this to be the case for the foreseeable future. We opened 34 new
company-operated shops in 2013 and expect to open 35 to 40 new company-operated shops in 2014. We must
identify target markets where we can enter or expand, taking into account numerous factors such as the location
of our current shops, demographics, traffic patterns and information gathered from local employees. We may not
be able to open our planned new shops on a timely basis, if at all, given the uncertainty of these factors. In the
past, we have experienced delays in opening some shops and that could happen again. Delays or failures in
opening new restaurants could adversely affect our business and results of operations. As we operate more shops,
our rate of expansion relative to the size of our restaurant base will eventually decline.

The number and timing of new shops opened during any given period may be negatively impacted by a

number of factors including, without limitation:

•

•

•

•

•

•

•

•

•

•

the identification and availability of attractive sites for new shops and the ability to negotiate suitable
lease terms;

competition in new markets, including competition for appropriate sites;

anticipated commercial, residential and infrastructure development near our new shops;

the proximity of potential sites to an existing shop;

the cost and availability of capital to fund construction costs and pre-opening expenses;

our ability to control construction and development costs of new shops;

recruitment and training of qualified operating personnel in the local market;

our ability to obtain all required governmental permits, including zoning approvals, on a timely basis;

unanticipated increases in costs, any of which could give rise to delays or cost overruns; and

avoiding the impact of inclement weather, natural disasters and other calamities.

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We cannot assure you that we will be able to successfully expand or acquire critical market presence for our
brand in new geographical markets, as we may encounter well-established competitors with substantially greater
financial resources. We may be unable to find and secure attractive locations, build name recognition,
successfully market our brand or attract new customers. Competitive circumstances and consumer characteristics
and preferences in new market segments and new geographical markets may differ substantially from those in the
market segments and geographical markets in which we have substantial experience. If we are unable to expand
in existing markets or penetrate new markets, our ability to increase our revenues and profitability may be
harmed.

Our expansion into new markets may present increased risks.

We plan to open shops in markets where we have little or no operating experience. Shops we open in new

markets may take longer to reach expected sales and profit levels on a consistent basis and may have higher
construction, occupancy or operating costs than shops we open in existing markets, thereby affecting our overall
profitability. New markets may have competitive conditions, consumer tastes and discretionary spending patterns
that are more difficult to predict or satisfy than our existing markets. We may need to make greater investments
than we originally planned in advertising and promotional activity in new markets to build brand awareness. We
may find it more difficult in new markets to hire, motivate and keep qualified employees who share our values.
We may also incur higher costs from entering new markets if, for example, we assign area managers to manage
comparatively fewer shops than we assign in more developed markets. As a result, these new shops may be less
successful or may achieve target shop-level profit margins at a slower rate. If we do not successfully execute our
plans to enter new markets, our business, financial condition or results of operations could be adversely affected.

New shops, once opened, may not be profitable, and the increases in comparable store sales that we have
experienced in the past may not be indicative of future results.

Our results have been, and in the future may continue to be, significantly impacted by the timing of new
shop openings (often dictated by factors outside of our control), including associated shop pre-opening costs and
operating inefficiencies, as well as changes in our geographic concentration due to the opening of new shops. We
typically incur the most significant portion of pre-opening expenses associated with a given shop within the five
months immediately preceding and the month of the opening of the shop. Our experience has been that labor and
operating costs associated with a newly opened shop for the first several months of operation are materially
greater than what can be expected after that time, both in aggregate dollars and as a percentage of revenues. Our
new shops commonly take 10 to 13 weeks to reach planned operating levels due to inefficiencies typically
associated with new shops, including the training of new personnel, lack of market awareness, inability to hire
sufficient qualified staff and other factors. We may incur additional costs in new markets, particularly for
transportation, distribution and training of new personnel, which may impact the profitability of those shops.
Accordingly, the volume and timing of new shop openings may have a meaningful impact on our profitability.

Although we target specified operating and financial metrics, new shops may not meet these targets or may
take longer than anticipated to do so. Any new shops we open may not be profitable or achieve operating results
similar to those of our existing shops. For example, in 2011, 2012 and 2013, we closed five shops, one shop and
two shops, respectively, due to under-performance or lease expirations. If our new shops do not perform as
planned, our business and future prospects could be harmed. In addition, if we are unable to achieve our expected
comparable store sales, our business, financial condition or results of operations could be adversely affected.

Our sales and profit growth could be adversely affected if comparable store sales are less than we expect.

The level of comparable store sales, which represent the change in year-over-year sales for company-
operated shops open for 15 months or longer, will affect our sales growth and will continue to be a critical factor
affecting profit growth. Our ability to increase comparable store sales depends in part on our ability to
successfully implement our initiatives to build sales. It is possible such initiatives will not be successful, that we

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will not achieve our target comparable store sales growth or that the change in comparable store sales could be
negative, which may cause a decrease in sales and profit growth that would adversely affect our business,
financial condition or results of operations.

Our failure to manage our growth effectively could harm our business and operating results.

Our growth plan includes a significant number of new shops. Our existing management systems, financial
and management controls and information systems may not be adequate to support our planned expansion. Our
ability to manage our growth effectively will require us to continue to enhance these systems, procedures and
controls and to locate, hire, train and retain management and operating personnel. We may not be able to respond
on a timely basis to all of the changing demands that our planned expansion will impose on management and on
our existing infrastructure, or be able to hire or retain the necessary management and operating personnel, which
could harm our business, financial condition or results of operations.

The planned rapid increase in the number of our shops may make our future results unpredictable.

In 2013, we opened 34 company-operated shops and eight franchisee-operated shops, and we plan to
continue to increase the number of our shops in the next several years. This growth strategy and the substantial
investment associated with the development of each new shop may cause our operating results to fluctuate and be
unpredictable or adversely affect our profits. Our future results depend on various factors, including successful
selection of new markets and shop locations, local market acceptance of our shops, consumer recognition of the
quality of our food and willingness to pay our prices, the quality of our operations and general economic
conditions. In addition, as has happened when other restaurant concepts have tried to expand, we may find that
our concept has limited appeal in new markets or we may experience a decline in the popularity of our concept in
the markets in which we operate. Newly opened shops or our future markets and shops may not be successful or
our average net sandwich shop sales may not increase at historical rates, which could adversely affect our
business, financial condition or results of operations.

Opening new shops in existing markets may negatively affect sales at our existing shops.

The consumer target area of our shops varies by location, depending on a number of factors, including
population density, other local retail and business attractions, area demographics and geography. As a result, the
opening of a new shop in or near markets in which we already have shops could adversely affect the sales of
those existing shops. Existing shops could also make it more difficult to build our consumer base for a new shop
in the same market. Our business strategy does not entail opening new shops that we believe will materially
affect sales at our existing shops, but we may selectively open new shops in and around areas of existing shops
that are operating at or near capacity to effectively serve our customers. Sales cannibalization between our shops
may become significant in the future as we continue to expand our operations and could affect our sales growth,
which could, in turn, adversely affect our business, financial condition or results of operations.

We are subject to risks associated with leasing property subject to long-term non-cancelable leases.

We do not own any real property and all of our company-owned shops are located in leased premises. The

leases for our shop locations generally have initial terms of ten years and typically provide for two renewal
options in five-year increments as well as for rent escalations. Generally, our leases are net leases that require us
to pay our share of the costs of real estate taxes, utilities, building operating expenses, insurance and other
charges in addition to rent. We generally cannot cancel these leases. Additional sites that we lease are likely to be
subject to similar long-term non-cancelable leases. If we close a shop, we nonetheless may be obligated to
perform our monetary obligations under the applicable lease, including, among other things, payment of the base
rent for the balance of the lease term. In addition, as each of our leases expire, we may fail to negotiate renewals,
either on commercially acceptable terms or at all, which could cause us to close shops in desirable locations.

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Damage to our reputation or lack of acceptance of our brand in existing or new markets could negatively
impact our business, financial condition and results of operations.

We believe we have built our reputation on the high quality of our food, service and staff, as well as on our
unique culture and the ambience in our shops, and we must protect and grow the value of our brand to continue
to be successful in the future. Any incident that erodes consumer affinity for our brand could significantly reduce
its value and damage our business. For example, our brand value could suffer and our business could be
adversely affected if customers perceive a reduction in the quality of our food, service or staff, or an adverse
change in our culture or ambience, or otherwise believe we have failed to deliver a consistently positive
experience.

We may be adversely affected by news reports or other negative publicity regardless of their accuracy,
regarding food quality issues, public health concerns, illness, safety, injury or government or industry findings
concerning our shops, restaurants operated by other foodservice providers, or others across the food industry
supply chain. The risks associated with such negative publicity cannot be completely eliminated or mitigated and
may materially harm our results of operations and result in damage to our brand.

Also, there has been a marked increase in the use of social media platforms and similar devices, including
blogs, social media websites and other forms of Internet-based communications which allow individuals access
to a broad audience of consumers and other interested persons. The availability of information on social media
platforms is virtually immediate as is its impact. Many social media platforms immediately publish the content
their subscribers and participants can post, often without filters or checks on accuracy of the content posted. The
opportunity for dissemination of information, including inaccurate information, is seemingly limitless and readily
available. Information concerning our company may be posted on such platforms at any time. Information posted
may be adverse to our interests or may be inaccurate, each of which may harm our performance, prospects or
business. The harm may be immediate without affording us an opportunity for redress or correction. Such
platforms also could be used for dissemination of trade secret information, compromising valuable company
assets. In sum, the dissemination of information online could harm our business, prospects, financial condition
and results of operations, regardless of the information’s accuracy.

Our marketing programs may not be successful.

We incur costs and expend other resources in our marketing efforts to attract and retain customers. These

initiatives may not be successful, resulting in expenses incurred without the benefit of higher revenues.
Additionally, some of our competitors have greater financial resources, which enable them to spend significantly
more on marketing and advertising than we are able to. Should our competitors increase spending on marketing
and advertising or our marketing funds decrease for any reason, or should our advertising and promotions be less
effective than our competitors, there could be a material adverse effect on our results of operations and financial
condition.

Our business is subject to seasonal fluctuations.

Historically, customer spending patterns for our established shops are lowest in the first quarter of the year.

Our quarterly results have been and will continue to be affected by the timing of new shop openings and their
associated pre-opening costs. As a result of these and other factors, our financial results for any quarter may not
be indicative of the results that may be achieved for a full fiscal year.

Because many of our shops are concentrated in local or regional areas, we are susceptible to economic and
other trends and developments, including adverse weather conditions, in these areas.

Our financial performance is highly dependent on shops located in Illinois, Texas, Washington, D.C.,

Michigan, Minnesota and Ohio, which comprised approximately 66% of our total domestic shops as of

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December 29, 2013. Shops located in the Chicago metropolitan area comprised approximately 26% of our total
domestic shops as of such date. As a result, adverse economic conditions in any of these areas could have a
material adverse effect on our overall results of operations. In recent years, certain of these states have been more
negatively impacted by the economic crisis than other geographic areas. In addition, given our geographic
concentrations, negative publicity regarding any of our shops in these areas could have a material adverse effect
on our business and operations, as could other regional occurrences such as local strikes, terrorist attacks,
increases in energy prices, or natural or man-made disasters.

In particular, adverse weather conditions, such as regional winter storms, floods, severe thunderstorms and

hurricanes, could negatively impact our results of operations. For example, we experienced substantial temporary
shop closures in the Chicago metropolitan area following a severe blizzard in February 2011. More recently, we
have experienced temporary shop closures on the east coast due to Hurricane Sandy. Thirty-nine shops were
closed for at least one day and three shops remained closed for a period of approximately three to five months. A
total of 269 and 377 full shop operating days were lost by December 30, 2012 and December 29, 2013,
respectively. Temporary or prolonged shop closures may occur and customer traffic may decline due to the
actual or perceived effects of future weather related events.

Legislation and regulations requiring the display and provision of nutritional information for our menu
offerings, and new information or attitudes regarding diet and health or adverse opinions about the health
effects of consuming our menu offerings, could affect consumer preferences and negatively impact our results
of operations.

Government regulation and consumer eating habits may impact our business as a result of changes in
attitudes regarding diet and health or new information regarding the health effects of consuming our menu
offerings. These changes have resulted in, and may continue to result in, the enactment of laws and regulations
that impact the ingredients and nutritional content of our menu offerings, or laws and regulations requiring us to
disclose the nutritional content of our food offerings.

For example, a number of states, counties and cities have enacted menu labeling laws requiring multi-unit

restaurant operators to disclose certain nutritional information to customers, or have enacted legislation
restricting the use of certain types of ingredients in restaurants. Furthermore, the Patient Protection and
Affordable Care Act of 2010, establishes a uniform, federal requirement for certain restaurants to post certain
nutritional information on their menus. Specifically, the PPACA amended the Federal Food, Drug and Cosmetic
Act to require chain restaurants with 20 or more locations operating under the same name and offering
substantially the same menus to publish the total number of calories of standard menu items on menus and menu
boards, along with a statement that puts this calorie information in the context of a total daily calorie intake. The
PPACA also requires covered restaurants to provide to consumers, upon request, a written summary of detailed
nutritional information for each standard menu item, and to provide a statement on menus and menu boards about
the availability of this information. The PPACA further permits the FDA to require covered restaurants to make
additional nutrient disclosures, such as disclosure of trans-fat content. An unfavorable report on, or reaction to,
our menu ingredients, the size of our portions or the nutritional content of our menu items could negatively
influence the demand for our offerings.

Compliance with current and future laws and regulations regarding the ingredients and nutritional content of

our menu items may be costly and time-consuming. Additionally, if consumer health regulations or consumer
eating habits change significantly, we may be required to modify or discontinue certain menu items, and we may
experience higher costs associated with the implementation of those changes. Additionally, some government
authorities are increasing regulations regarding trans-fats and sodium, which may require us to limit or eliminate
trans-fats and sodium from our menu offerings or switch to higher cost ingredients or may hinder our ability to
operate in certain markets. If we fail to comply with these laws or regulations, our business could experience a
material adverse effect.

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We cannot make any assurances regarding our ability to effectively respond to changes in consumer health

perceptions or our ability to successfully implement the nutrient content disclosure requirements and to adapt our
menu offerings to trends in eating habits. The imposition of menu-labeling laws could have an adverse effect on
our results of operations and financial position, as well as the restaurant industry in general.

We are subject to many federal, state and local laws with which compliance is both costly and complex.

The restaurant industry is subject to extensive federal, state and local laws and regulations, including the
recently enacted comprehensive health care reform legislation, those relating to building and zoning requirements
and those relating to the preparation and sale of food. The development and operation of restaurants depend to a
significant extent on the selection and acquisition of suitable sites, which are subject to zoning, land use,
environmental, traffic and other regulations and requirements. We are also subject to licensing and regulation by
state and local authorities relating to health, sanitation, safety and fire standards.

We are subject to federal and state laws governing our relationships with employees (including the Fair
Labor Standards Act of 1938, the Immigration Reform and Control Act of 1986 and applicable requirements
concerning the minimum wage, overtime, family leave, working conditions, safety standards, immigration status,
unemployment tax rates, workers’ compensation rates and state and local payroll taxes) and federal and state
laws which prohibit discrimination. As significant numbers of our associates are paid at rates related to the
applicable minimum wage, further increases in the minimum wage or other changes in these laws could increase
our labor costs. Our ability to respond to minimum wage increases by increasing menu prices will depend on the
responses of our competitors and customers.

In March 2010, the United States federal government enacted comprehensive health care reform legislation

which, among other things, includes guaranteed coverage requirements, eliminates pre-existing condition
exclusions and annual and lifetime maximum limits, restricts the extent to which policies can be rescinded and
imposes new and significant taxes on health insurers and health care benefits. The legislation imposes
implementation effective dates that began in 2010 and extend through 2020, and many of the changes require
additional guidance from government agencies or federal regulations. To date, we have not experienced material
costs related to such legislation. However, due to the phased-in nature of the implementation and the lack of
interpretive guidance, it is difficult to determine at this time what impact the health care reform legislation will
have on our financial results. Possible adverse effects could include increased costs, exposure to expanded
liability and requirements for us to revise the ways in which we provide healthcare and other benefits to our
employees.

There is also a potential for increased regulation of certain food establishments in the United States, where

compliance with a HACCP approach may now be required. HACCP refers to a management system in which
food safety is addressed through the analysis and control of potential hazards from production, procurement and
handling, to manufacturing, distribution and consumption of the finished product. Many states have required
restaurants to develop and implement HACCP Systems, and the United States government continues to expand
the sectors of the food industry that must adopt and implement HACCP programs. For example, the FSMA,
signed into law in January 2011, granted the FDA new authority regarding the safety of the entire food system,
including through increased inspections and mandatory food recalls. Although restaurants are specifically
exempted from or not directly implicated by some of these new requirements, we anticipate that the new
requirements may impact our industry. Additionally, our suppliers may initiate or otherwise be subject to food
recalls that may impact the availability of certain products, result in adverse publicity or require us to take actions
that could be costly for us or otherwise impact our business.

We are subject to the Americans with Disabilities Act, which, among other things, requires our shops to

meet federally mandated requirements for the disabled. The ADA prohibits discrimination in employment and
public accommodations on the basis of disability. Under the ADA, we could be required to expend funds to
modify our shops to provide service to, or make reasonable accommodations for the employment of, disabled

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persons. In addition, our employment practices are subject to the requirements of the Immigration and
Naturalization Service relating to citizenship and residency. Government regulations could also affect and change
the items we procure for resale such as commodities.

In addition, our franchising activities are subject to laws enacted by a number of states, rules and regulations

promulgated by the U.S. Federal Trade Commission and certain rules and requirements regulating franchising
activities in foreign countries. Failure to comply with new or existing franchise laws, rules and regulations in any
jurisdiction or to obtain required government approvals could negatively affect our franchise sales and our
relationships with our franchisees.

The impact of current laws and regulations, the effect of future changes in laws or regulations that impose
additional requirements and the consequences of litigation relating to current or future laws and regulations, or
our inability to respond effectively to significant regulatory or public policy issues, could increase our
compliance and other costs of doing business and, therefore, have an adverse effect on our results of operations.
Failure to comply with the laws and regulatory requirements of federal, state and local authorities could result in,
among other things, revocation of required licenses, administrative enforcement actions, fines and civil and
criminal liability. In addition, certain laws, including the ADA, could require us to expend significant funds to
make modifications to our shops if we failed to comply with applicable standards. Compliance with all of these
laws and regulations can be costly and can increase our exposure to litigation or governmental investigations or
proceedings.

Failure to obtain and maintain required licenses and permits or to comply with food control regulations could
lead to the loss of our food service licenses and, thereby, harm our business.

Restaurants are required under various federal, state and local government regulations to obtain and
maintain licenses, permits and approvals to operate their businesses and such regulations are subject to change
from time to time. The failure to obtain and maintain these licenses, permits and approvals could adversely affect
our operating results. Typically, licenses must be renewed annually and may be revoked, suspended or denied
renewal for cause at any time if governmental authorities determine that our conduct violates applicable
regulations. Difficulties or failure to maintain or obtain the required licenses and approvals could adversely affect
our existing shops and delay or result in our decision to cancel the opening of new shops, which would adversely
affect our business.

Food safety and food-borne illness concerns may have an adverse effect on our business by reducing demand
and increasing costs.

Food safety is a top priority, and we dedicate substantial resources to help ensure that our customers enjoy

safe, quality food products. However, food-borne illnesses and food safety issues have occurred in the food
industry in the past, and could occur in the future. Any report or publicity linking us to instances of food-borne
illness or other food safety issues, including food tampering or contamination, could adversely affect our brand
and reputation as well as our revenues and profits. In addition, instances of food-borne illness, food tampering or
food contamination occurring solely at restaurants of our competitors could result in negative publicity about the
food service industry generally and adversely impact our sales.

Furthermore, our reliance on third-party food suppliers and distributors increases the risk that food-borne
illness incidents could be caused by factors outside of our control and that multiple locations would be affected
rather than a single shop. We cannot assure that all food items are properly maintained during transport
throughout the supply chain and that our employees will identify all products that may be spoiled and should not
be used in our shops. If our customers become ill from food-borne illnesses, we could be forced to temporarily
close some shops. Furthermore, any instances of food contamination, whether or not at our shops, could subject
us or our suppliers to a food recall pursuant to the FSMA.

25

Shortages or interruptions in the supply or delivery of fresh food products could adversely affect our operating
results.

We are dependent on frequent deliveries of fresh food products that meet our specifications. Shortages or
interruptions in the supply of fresh food products caused by problems in production or distribution, inclement
weather, unanticipated demand or other conditions could adversely affect the availability, quality and cost of
ingredients, which would adversely affect our operating results.

We have a limited number of suppliers for our major products and rely on one custom distribution company
for the majority of our national distribution program in the U.S. If our suppliers or distributors are unable to
fulfill their obligations under their contracts, we could encounter supply shortages and incur higher costs.

We have a limited number of suppliers for our major products, such as bread. In 2013, we purchased almost

all of our bread from one supplier, Campagna-Turano Bakery, Inc., and more than 95% of our meat products
from nine suppliers. In addition, we contract with Distribution Market Advantage, Inc., or DMA, a cooperative of
multiple food distributors located throughout the nation to provide the majority of our food distribution services
in the U.S. Although we believe that alternative supply and distribution sources are available, there can be no
assurance that we will be able to identify or negotiate with such sources on terms that are commercially
reasonable to us. If our suppliers or distributors are unable to fulfill their obligations under their contracts or we
are unable to identify alternative sources, we could encounter supply shortages and incur higher costs. See
“Business—Sourcing and Supply Chain” in Item 1.

Information technology system failures or breaches of our network security could interrupt our operations
and adversely affect our business.

We rely on our computer systems and network infrastructure across our operations, including point-of-sale
processing at our shops. Our operations depend upon our ability to protect our computer equipment and systems
against damage from physical theft, fire, power loss, telecommunications failure or other catastrophic events, as
well as from internal and external security breaches, viruses and other disruptive problems. Any damage or
failure of our computer systems or network infrastructure that causes an interruption in our operations could have
a material adverse effect on our business and subject us to litigation or actions by regulatory authorities.

Security breaches of confidential customer information in connection with our electronic processing of credit
and debit card transactions may adversely affect our business.

The majority of our sales are by credit or debit cards. Other restaurants and retailers have experienced
security breaches in which credit and debit card information of their customers has been stolen. We may in the
future become subject to lawsuits or other proceedings for purportedly fraudulent transactions arising out of the
actual or alleged theft of our customers’ credit or debit card information. Any such claim or proceeding, or any
adverse publicity resulting from these allegations, may have a material adverse effect on our business.

Changes to estimates related to our property, fixtures and equipment or operating results that are lower than
our current estimates at certain shop locations may cause us to incur impairment charges on certain long-
lived assets, which may adversely affect our results of operations.

In accordance with accounting guidance as it relates to the impairment of long-lived assets, we make certain

estimates and projections with regard to individual shop operations, as well as our overall performance, in
connection with our impairment analyses for long-lived assets. When impairment triggers are deemed to exist for
any location, the estimated undiscounted future cash flows are compared to its carrying value. If the carrying
value exceeds the undiscounted cash flows, an impairment charge equal to the difference between the carrying
value and the sum of the discounted cash flows is recorded. The projections of future cash flows used in these
analyses require the use of judgment and a number of estimates and projections of future operating results. If

26

actual results differ from our estimates, additional charges for asset impairments may be required in the future.
We have experienced significant impairment charges in past years. If future impairment charges are significant,
our reported operating results would be adversely affected.

We may not be able to adequately protect our intellectual property, which, in turn, could harm the value of our
brands and adversely affect our business.

Our ability to implement our business plan successfully depends in part on our ability to further build brand
recognition using our trademarks, service marks and other proprietary intellectual property, including our name
and logos and the unique ambiance of our shops. We have registered or applied to register a number of our
trademarks. We cannot assure you that our trademark applications will be approved. Third parties may also
oppose our trademark applications, or otherwise challenge our use of the trademarks. In the event that our
trademarks are successfully challenged, we could be forced to rebrand our goods and services, which could result
in loss of brand recognition, and could require us to devote resources to advertising and marketing new brands. If
our efforts to register, maintain and protect our intellectual property are inadequate, or if any third party
misappropriates, dilutes or infringes on our intellectual property, the value of our brands may be harmed, which
could have a material adverse effect on our business and might prevent our brands from achieving or maintaining
market acceptance. We may also face the risk of claims that we have infringed third parties’ intellectual property
rights. If third parties claim that we infringe upon their intellectual property rights, our operating profits could be
adversely affected. Any claims of intellectual property infringement, even those without merit, could be
expensive and time consuming to defend, require us to rebrand our services, if feasible, divert management’s
attention and resources or require us to enter into royalty or licensing agreements in order to obtain the right to
use a third party’s intellectual property.

Restaurant companies have been the target of class action lawsuits and other proceedings alleging, among
other things, violations of federal and state workplace and employment laws. Proceedings of this nature are
costly, divert management attention and, if successful, could result in our payment of substantial damages or
settlement costs.

Our business is subject to the risk of litigation by employees, consumers, suppliers, stockholders or others

through private actions, class actions, administrative proceedings, regulatory actions or other litigation. The
outcome of litigation, particularly class action and regulatory actions, is difficult to assess or quantify. In recent
years, restaurant companies have been subject to lawsuits, including class action lawsuits, alleging violations of
federal and state laws regarding workplace and employment matters, discrimination and similar matters. A
number of these lawsuits have resulted in the payment of substantial damages by the defendants. Similar lawsuits
have been instituted from time to time alleging violations of various federal and state wage and hour laws
regarding, among other things, employee meal deductions, overtime eligibility of assistant managers and failure
to pay for all hours worked. While we have not been a party to any of these types of lawsuits in the past, there
can be no assurance that we will not be named in any such lawsuit in the future or that we would not be required
to pay substantial expenses and/or damages.

Occasionally, our customers file complaints or lawsuits against us alleging that we are responsible for some
illness or injury they suffered at or after a visit to one of our shops, including actions seeking damages resulting
from food-borne illness or accidents in our shops. We are also subject to a variety of other claims from third
parties arising in the ordinary course of our business, including contract claims. The restaurant industry has also
been subject to a growing number of claims that the menus and actions of restaurant chains have led to the
obesity of certain of their customers. We may also be subject to lawsuits from our employees, the U.S. Equal
Employment Opportunity Commission or others alleging violations of federal and state laws regarding
workplace and employment matters, discrimination and similar matters.

Regardless of whether any claims against us are valid or whether we are liable, claims may be expensive to

defend and may divert time and money away from our operations. In addition, they may generate negative
publicity, which could reduce customer traffic and sales. Although we maintain what we believe to be adequate

27

levels of insurance, insurance may not be available at all or in sufficient amounts to cover any liabilities with
respect to these or other matters. A judgment or other liability in excess of our insurance coverage for any claims
or any adverse publicity resulting from claims could adversely affect our business and results of operations.

Our insurance may not provide adequate levels of coverage against claims.

We believe that we maintain insurance customary for businesses of our size and type. However, there are
types of losses we may incur that cannot be insured against or that we believe are not economically reasonable to
insure. Such losses could have a material adverse effect on our business and results of operations.

Unionization activities or labor disputes may disrupt our operations and affect our profitability.

Although none of our employees are currently covered under collective bargaining agreements, our
employees may elect to be represented by labor unions in the future. If a significant number of our employees
were to become unionized and collective bargaining agreement terms were significantly different from our
current compensation arrangements, it could adversely affect our business, financial condition or results of
operations. In addition, a labor dispute involving some or all of our employees may harm our reputation, disrupt
our operations and reduce our revenues, and resolution of disputes may increase our costs.

As an employer, we may be subject to various employment-related claims, such as individual or class

actions or government enforcement actions relating to alleged employment discrimination, employee
classification and related withholding, wage-hour, labor standards or healthcare and benefit issues. Such actions,
if brought against us and successful in whole or in part, may affect our ability to compete or could adversely
affect our business, financial condition or results of operations.

We have limited control with respect to the operations of our franchisees which could have a negative impact
on our business.

Our franchisees are obligated to operate their shops according to the specific guidelines we set forth. We

provide training opportunities to these franchisees to integrate them into our operating strategy. However, since
we do not have control over these shops, we cannot give assurance that there will not be differences in product
quality, operations, marketing or profitably or that there will be adherence to all of our guidelines at these shops.
The failure of these shops to operate effectively could adversely affect our cash flows from those operations or
have a negative impact on our reputation or our business.

In addition, franchisees may not have access to the financial or management resources that they need to

open the shops contemplated by their agreements with us, or be able to find suitable sites on which to develop
them, or they may elect to cease development for other reasons. Franchisees may not be able to negotiate
acceptable lease or purchase terms for the sites, obtain the necessary permits and governmental approvals or meet
construction schedules. Any of these problems could slow our growth from franchise operations and reduce our
franchise revenues. Additionally, financing from banks and other financial institutions may not always be
available to franchisees to construct and open new shops. The lack of adequate financing could adversely affect
the number and rate of new shop openings by our franchisees and adversely affect our future franchise revenues.

Risks Related to Ownership of Our Common Stock

Our stock price could be extremely volatile and, as a result, you may not be able to resell your shares at or
above the price you paid for them.

Volatility in the market price of our common stock may prevent you from being able to sell your shares at or

above the price you paid for your shares. The stock market in general has been highly volatile, and this may be
especially true for our common stock given our growth strategy and stage of development. As a result, the market
price of our common stock is likely to be similarly volatile. You may experience a decrease, which could be

28

substantial, in the value of your stock, including decreases unrelated to our operating performance or prospects,
and could lose part or all of your investment. The price of our common stock could be subject to wide
fluctuations in response to a number of factors, including those described elsewhere in this Annual Report and
others such as:

•

•

•

•

•

•

•

•

•

•

•

•

•

•

actual or anticipated fluctuations in our quarterly or annual operating results and the performance of
our competitors;

publication of research reports by securities analysts about us, our competitors or our industry;

our failure or the failure of our competitors to meet analysts’ projections or guidance that we or our
competitors may give to the market;

additions and departures of key personnel;

sales, or anticipated sales, of large blocks of our stock or of shares held by our stockholders, directors
or executive officers;

strategic decisions by us or our competitors, such as acquisitions, divestitures, spin-offs, joint ventures,
strategic investments or changes in business strategy;

the passage of legislation or other regulatory developments affecting us or our industry;

speculation in the press or investment community, whether or not correct, involving us, our suppliers or
our competitors;

changes in accounting principles;

litigation and governmental investigations;

terrorist acts, acts of war or periods of widespread civil unrest;

a food-borne illness outbreak;

natural disasters and other calamities; and

changes in general market and economic conditions.

As we operate in a single industry, we are especially vulnerable to these factors to the extent that they affect

our industry or our products. In the past, securities class action litigation has often been initiated against
companies following periods of volatility in their stock price. This type of litigation could result in substantial
costs and divert our management’s attention and resources, and could also require us to make substantial
payments to satisfy judgments or to settle litigation.

Provisions in our certificate of incorporation and by-laws and Delaware law may discourage, delay or prevent
a change of control of our company or changes in our management and, therefore, may depress the trading
price of our stock.

Our certificate of incorporation and by-laws include certain provisions that could have the effect of
discouraging, delaying or preventing a change of control of our company or changes in our management,
including, among other things:

•

•

•

•

our board is classified into three classes of directors with only one class subject to election each year,
with the classified board being phased out by our fifth annual meeting of stockholders following our
initial public offering;

restrictions on the ability of our stockholders to fill a vacancy on the board of directors;

our ability to issue preferred stock with terms that the board of directors may determine, without
stockholder approval, which could be used to significantly dilute the ownership of a hostile acquirer;

the inability of our stockholders to call a special meeting of stockholders;

29

•

•

•

•

our directors may only be removed from the board of directors for cause by the affirmative vote of the
holders of at least 66-2/3% of the voting power of outstanding shares of our capital stock entitled to
vote generally in the election of directors;

the absence of cumulative voting in the election of directors, which may limit the ability of minority
stockholders to elect directors;

advance notice requirements for stockholder proposals and nominations, which may discourage or
deter a potential acquirer from soliciting proxies to elect a particular slate of directors or otherwise
attempting to obtain control of us; and

our by-laws may only be amended by the affirmative vote of the holders of at least 66-2/3% of the
voting power of outstanding shares of our capital stock entitled to vote generally in the election of
directors or by our board of directors.

Section 203 of the Delaware General Corporation Law may affect the ability of an “interested stockholder”

to engage in certain business combinations, including mergers, consolidations or acquisitions of additional
shares, for a period of three years following the time that the stockholder becomes an “interested stockholder.”
An “interested stockholder” is defined to include persons owning directly or indirectly 15% or more of the
outstanding voting stock of a corporation.

We are an “emerging growth company,” and any decision on our part to comply only with certain reduced
reporting and disclosure requirements applicable to emerging growth companies could make our common
stock less attractive to investors.

We are an “emerging growth company,” as defined in the Jumpstart Our Business Startups Act of 2012, or

the JOBS Act. For as long as we continue to be an “emerging growth company,” we may choose to take
advantage of exemptions from various reporting requirements applicable to other public companies but not to
“emerging growth companies,” including, but not limited to, not being required to have our independent
registered public accounting firm audit our internal control over financial reporting under Section 404 of the
Sarbanes-Oxley Act, reduced disclosure obligations regarding executive compensation in our periodic reports
and proxy statements and exemptions from the requirements of holding a nonbinding advisory vote on executive
compensation and stockholder approval of any golden parachute payments not previously approved. We may
choose to take advantage of some but not all of these reduced burdens until we are no longer an “emerging
growth company.” We will remain an emerging growth company until the earlier of (1) the last day of the fiscal
year (a) following the fifth anniversary of the completion of our initial public offering, (b) in which we have total
annual gross revenue of at least $1.0 billion, or (c) in which we are deemed to be a large accelerated filer, which
means the market value of our common stock that is held by non-affiliates exceeds $700 million as of the prior
June 30th, or (2) the date on which we have issued more than $1.0 billion in non-convertible debt securities
during the prior three-year period. We cannot predict if investors will find our common stock less attractive if we
choose to rely on these exemptions. If some investors find our common stock less attractive as a result of any
choices to reduce future disclosure, there may be a less active trading market for our common stock and our stock
price may be more volatile.

Under the JOBS Act, emerging growth companies can delay adopting new or revised accounting standards
until such time as those standards apply to private companies. We have irrevocably elected not to avail ourselves
of this exemption from new or revised accounting standards, and, therefore, we will be subject to the same new
or revised accounting standards as other public companies that are not emerging growth companies.

If securities analysts or industry analysts downgrade our stock, publish negative research or reports, or do not
publish reports about our business, our stock price and trading volume could decline.

The trading market for our common stock is influenced by the research and reports that industry or

securities analysts publish about us, our business and our industry. If one or more analysts adversely change their

30

recommendation regarding our stock or our competitors’ stock, our stock price would likely decline. If one or
more analysts cease coverage of us or fail to regularly publish reports on us, we could lose visibility in the
financial markets, which in turn could cause our stock price or trading volume to decline.

Because we have no plans to pay regular cash dividends on our common stock for the foreseeable future, you
may not receive any return on investment unless you sell your common stock for a price greater than that
which you paid for it.

We may retain future earnings, if any, for future operations, expansion and debt repayment and, except for
the previously-declared one-time cash dividend that was paid prior to our initial public offering, have no current
plans to pay any cash dividends for the foreseeable future. Any decision to declare and pay dividends in the
future will be made at the discretion of our board of directors and will depend on, among other things, our results
of operations, financial condition, cash requirements, contractual restrictions and other factors that our board of
directors may deem relevant. In addition, our ability to pay dividends may be limited by covenants of any
existing and future outstanding indebtedness we or our subsidiaries incur, including our credit facility. As a
result, you may not receive any return on an investment in our common stock unless you sell our common stock
for a price greater than that which you paid for it.

Our ability to raise capital in the future may be limited, which could make us unable to fund our capital
requirements.

Our business and operations may consume resources faster than we anticipate. In the future, we may need to

raise additional funds through the issuance of new equity securities, debt or a combination of both. Additional
financing may not be available on favorable terms or at all. If adequate funds are not available on acceptable
terms, we may be unable to fund our capital requirements. If we issue new debt securities, the debt holders would
have rights senior to common stockholders to make claims on our assets, and the terms of any debt could restrict
our operations, including our ability to pay dividends on our common stock. If we issue additional equity
securities, existing stockholders may experience dilution, and the new equity securities could have rights senior
to those of our common stock. Because our decision to issue securities in any future offering will depend on
market conditions and other factors beyond our control, we cannot predict or estimate the amount, timing or
nature of our future offerings. Thus, our stockholders bear the risk of our future securities offerings reducing the
market price of our common stock and diluting their interest.

Our principal stockholders and their affiliates own a substantial portion of our outstanding equity, and their
interests may not always coincide with the interests of other holders.

As of December 29, 2013, beneficial owners of 5.0% or more of our outstanding shares owned in the

aggregate shares representing approximately 43% of our outstanding voting power. Persons associated with
certain of these stockholders currently serve on our board of directors. In particular, Maveron Equity Partners
2000, L.P., Maveron Equity Partners III, L.P. and their affiliated funds (the “Maveron Entities”) beneficially
own, in the aggregate, shares representing approximately 19.9% of our outstanding voting power. As a result, the
Maveron Entities, together with certain other stockholders, could potentially have significant influence over all
matters presented to our stockholders for approval, including election and removal of our directors and change in
control transactions. The interests of such stockholders may not always coincide with the interests of the other
holders of our common stock.

The large number of shares eligible for public sale in the near future could depress the market price of our
common stock.

As of December 29, 2013, we had 29,148,029 shares of common stock outstanding. Of these shares, the
8,625,000 shares of common stock sold in our initial public offering are freely tradable in the United States,
except for any shares purchased by our ‘‘affiliates’’ as defined in Rule 144 under the Securities Act of 1933, as
amended (the “Securities Act”). The remaining 20,523,029 shares of common stock are ‘‘restricted securities’’

31

within the meaning of the federal securities laws. In connection with our initial public offering, holders of
substantially all of these restricted securities agreed with the underwriters, subject to certain exceptions, not to
dispose of or hedge any of their common stock during the 180-day period extending through April 1, 2013,
except with the prior written consent of the representatives of the underwriters. After the expiration of the
applicable lock-up periods, these restricted shares may be sold in the public market in the United States, subject
to prior registration in the United States, if required, or reliance upon an exemption from United States
registration, including, in the case of shares held by affiliates or control persons, compliance with the volume
restrictions of Rule 144.

In addition to the foregoing shares of common stock, we had outstanding as of December 29, 2013 options

and warrants to purchase an aggregate of 5,271,280 shares of common stock. On October 25, 2013, we filed a
registration statement to register approximately 5.7 million of the shares reserved for issuance under our 2013
Long-Term Incentive Plan, 2004 Equity Incentive Plan and 2001 Equity Incentive Plan. Subject to the
satisfaction of applicable exercise periods and, in certain cases, lock-up agreements with the representatives of
the underwriters referred to above, the shares of common stock issued upon exercise of outstanding options under
such plans will be available for immediate resale in the United States in the open market.

Sales of substantial amounts of our common stock in the public market, or the perception that these sales
could occur, could adversely affect the price of our common stock, impair our ability to raise capital through the
sale of additional shares and make it difficult for us to raise funds through securities offerings in the future.

In the future, we may also issue our securities in connection with investments or acquisitions. The amount

of shares of our common stock issued in connection with an investment or acquisition could constitute a material
portion of our then-outstanding shares of our common stock.

Furthermore, a number of our stockholders have registration rights whereby they can require us to register

under the Securities Act certain of their shares held prior to our initial public offering. In the event such
registration rights are exercised, a large number of shares of common stock could be sold in the public market
and our stock price could fall.

Our management has broad discretion over the use of the net proceeds we received from our initial public
offering and might not apply the proceeds in ways that increase the value of your investment.

We will continue to use the net proceeds received by us from our initial public offering for working capital

and other general corporate purposes, such as to continue to maintain our existing shops and to support our
growth. Our management has broad discretion over the use and investment of the proceeds, and, accordingly,
investors will need to rely upon the judgment of our management with respect to the use of the proceeds, with
only limited information concerning management’s specific intentions.

32

ITEM 1B. UNRESOLVED STAFF COMMENTS

None.

ITEM 2. PROPERTIES

We do not own any real property. As of December 29, 2013, we had the following number of company-

operated shops located in the following areas:

Location

Number of Shops Location

Number of Shops

Illinois . . . . . . . . . . . . . . . . . . . . . . . . . .
Texas . . . . . . . . . . . . . . . . . . . . . . . . . .
District of Columbia . . . . . . . . . . . . . . .
Maryland . . . . . . . . . . . . . . . . . . . . . . .
Michigan . . . . . . . . . . . . . . . . . . . . . . . .
Virginia . . . . . . . . . . . . . . . . . . . . . . . . .
New York . . . . . . . . . . . . . . . . . . . . . . .
Minnesota . . . . . . . . . . . . . . . . . . . . . . .
Ohio . . . . . . . . . . . . . . . . . . . . . . . . . . .
Wisconsin . . . . . . . . . . . . . . . . . . . . . . .

Arizona . . . . . . . . . . . . . . . . . . . . . . . . .

87
43
21
19
19
17
16
15
14
9

6

Massachusetts . . . . . . . . . . . . . . . . . .
Washington . . . . . . . . . . . . . . . . . . . .
Oregon . . . . . . . . . . . . . . . . . . . . . . .
Indiana . . . . . . . . . . . . . . . . . . . . . . .
Pennsylvania . . . . . . . . . . . . . . . . . . .
New Jersey . . . . . . . . . . . . . . . . . . . .
Connecticut . . . . . . . . . . . . . . . . . . . .
Kansas . . . . . . . . . . . . . . . . . . . . . . .
Kentucky . . . . . . . . . . . . . . . . . . . . .
Missouri . . . . . . . . . . . . . . . . . . . . . .

6
6
5
4
3
2
1
1
1
1

Total . . . . . . . . . . . . . . . . . . . . . . . . .

296

Initial lease terms for our company-operated properties are generally ten years, with the majority of the
leases providing for an option to renew for two additional five-year terms. Nearly all of our leases provide for a
minimum annual rent, and some of our leases call for additional rent based on sales volume at the particular
location over specified minimum levels. Generally, the leases are net leases that require us to pay our share of the
costs of real estate taxes, utilities, building operating expenses, insurance and other charges in addition to rent.
For additional information regarding our leases, see “Management’s Discussion and Analysis of Financial
Condition and Results of Operations—Contractual Obligations” in Item 7.

As of December 29, 2013, we leased approximately 20,000 square feet of office space in Chicago, Illinois

for our corporate headquarters under a lease expiring February 29, 2016.

ITEM 3. LEGAL PROCEEDINGS

We are subject to legal proceedings, claims and liabilities, such as employment-related claims and slip and
fall cases, which arise in the ordinary course of business and are generally covered by insurance. In the opinion
of management, the amount of ultimate liability with respect to those actions should not have a material adverse
impact on our financial position or results of operations and cash flows.

ITEM 4. MINE SAFETY DISCLOSURES

Not Applicable

33

PART II

ITEM 5. MARKET FOR REGISTRANT’S COMMON EQUITY, RELATED STOCKHOLDER

MATTERS AND ISSUER PURCHASES OF EQUITY SECURITIES

Common Stock Market Prices and Dividends

Shares of our common stock have traded on the Nasdaq Global Select Market under the symbol “PBPB”

since our initial public offering on October 4, 2013. Prior to that date, there was no public market for our
common stock. The range of high and low sale prices of our common stock as reported by NASDAQ is set forth
in the table below.

Fourth quarter of fiscal 2013 (October 4, 2013—December 29, 2013)

. . .

$24.35

$32.40

Low

High

On February 28, 2014, the closing price of our common stock on the Nasdaq Global Select Market was

$21.41 per share.

Holders

As of December 29, 2013, there were 66 stockholders of record of our common stock. This number

excludes stockholders whose stock is held in nominee or street name by brokers.

Dividend Policy

On October 9, 2013, we paid a one-time cash dividend in an aggregate amount of approximately $49.9

million, on shares of our common and preferred stock outstanding on October 8, 2013. We currently intend to
retain all available funds and any future earnings to fund the development and growth of our business and
therefore we do not anticipate paying any cash dividends in the foreseeable future. Any future determination to
pay dividends will be at the discretion of our board of directors, subject to compliance with covenants in future
agreements governing our indebtedness, and will depend upon our results of operations, financial condition,
capital requirements and other factors that our board of directors deems relevant. In addition, in certain
circumstances, our revolving credit facility restricts our ability to pay dividends. See “Management’s Discussion
and Analysis of Financial Condition and Results of Operations—Credit Facility” in Item 7.

34

Performance Graph

The following graph and accompanying table show the cumulative total return to stockholders of Potbelly
Corporation’s common stock relative to the cumulative total returns of the NASDAQ Composite Index, S&P 600
Smallcap Index and S&P 600 Restaurants Index. The graph tracks the performance of a $100 investment in our
common stock and in each of the indices (with the reinvestment of dividends) from October 4, 2013 to
December 29, 2013. The stock price performance included in this graph is not necessarily indicative of future
stock price performance.

Comparison of 3 Month Cumulative Total Return
Assumes Initial Investment of $100
December 2013

$250

$200

$150

$100

$50

$0

10/4/2013

10/31/2013

11/30/2013

12/27/2013

Potbelly Corporation 

S&P 600 Smallcap Index

NASDAQ Composite-Total Returns

S&P 600 Restaurants Index

Potbelly Corporation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
S&P 600 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
S&P 600 Restaurants . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
NASDAQ Composite . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

$100.00
$100.00
$100.00
$100.00

$192.86
$103.51
$107.63
$102.97

$199.14
$108.16
$114.30
$106.88

$180.29
$109.64
$115.89
$109.51

10/4/2013

10/31/2013

11/30/2013

12/27/2013

Recent Sales of Unregistered Securities

In October 2014, we issued an aggregate of 29,724 shares of our common stock upon exercise of stock
options by various option holders at exercise prices ranging from $7.00 to $9.00. Of those shares, 24,731 shares
were issued to two executive officers of the Company in connection with cashless exercises of stock options.

The shares were issued without registration in reliance on the exemption afforded by Section 4(2) of the

Securities Act, as a transaction by an issuer not involving a public offering, or Rule 701 promulgated under the
Securities Act, as a transaction pursuant to a compensatory benefit plan.

Use of Proceeds from Initial Public Offering of Common Stock

On October 3, 2013, we priced an initial public offering of our common stock pursuant to a Registration

Statement (File No. 333-190893), that was declared effective on October 3, 2013. The offering closed on
October 9, 2013. Under the Registration Statement, (i) we registered, issued and sold an aggregate of 8,474,869
shares of our common stock at a price to the public of $14.00 per share for aggregate gross offering proceeds of
$118.6 million and (ii) we registered and certain of our stockholders sold 150,131 shares of our common stock at
a price to the public of $14.00 per share for aggregate gross offering proceeds of $2.1 million. BofA Merrill
Lynch and Goldman, Sachs & Co. acted as managing underwriters of the offering.

35

We received net proceeds in the offering of approximately $108.8 million after deducting underwriting

discounts and commissions of approximately $8.3 million on our sale of 8,474,869 shares and $3.7 million of
offering related expenses, payable by us (of which $2.1 million was paid prior to June 30, 2013). We did not
receive any proceeds from the sale of shares of common stock by the selling stockholders.

There has been no material change in the planned use of proceeds from the offering as described in our

prospectus. We used approximately $49.9 million of the net proceeds received from the offering to pay a
previously declared one-time cash dividend on shares outstanding prior to the offering and we used $14.0 million
to repay borrowings under our credit facility. We intend to use the remaining net proceeds for working capital
and general corporate purposes. Other than in connection with the cash dividend payment discussed above, no
payments were made to directors, officers or persons owning ten percent or more of any class of our equity
securities, or to their associates, or to our affiliates

36

ITEM 6. SELECTED FINANCIAL DATA

The following table sets forth our selected consolidated financial and other data as of the dates and for the

periods indicated. We derived the consolidated statements of operations data presented below for the fiscal years
ended December 29, 2013, December 30, 2012 and December 25, 2011 and selected balance sheet data presented
below as of December 29, 2013 and December 30, 2012 from our audited consolidated financial statements included
in Part II, Item 8, “Financial Statements and Supplementary Data” of this Annual Report on Form 10-K. The selected
consolidated statements of operations data for the fiscal years ended December 26, 2010 and December 27, 2009 and
the selected balance sheet data as of December 25, 2011, December 26, 2010 and December 27, 2009 have been
derived from audited consolidated financial statements not included in this Annual Report on Form 10-K.

Operating results are reported on a 52-week fiscal year calendar, with a 53-week year occurring every fifth
or sixth year. Our fiscal year ends on the last Sunday of each calendar year. Fiscal years 2013 and 2011 were 52-
week years. Fiscal year 2012 included a 53rd week. The first three quarters of our fiscal year consist of 13 weeks
and our fourth quarter consists of 13 weeks for 52-week fiscal years and 14 weeks for 53-week fiscal years.

Our selected consolidated financial and other data should be read in conjunction with the disclosure set forth
under “Risk Factors” in Item 1A, “Management’s Discussion and Analysis of Financial Condition and Results of
Operations” in Item 7 and our consolidated financial statements and the related notes included in Part II, Item 8,
“Financial Statements and Supplementary Data” of this Annual Report on Form 10-K.

December 29,
2013

December 30,
2012

December 25,
2011

December 26,
2010

December 27,
2009

Fiscal Year Ended

Total Revenues . . . . . . . . . . . . . . . . . . . . . . . .
Expenses:
Sandwich shop operating expenses:
Cost of goods sold, excluding

depreciation . . . . . . . . . . . . . . . . . . . . .
Labor and related expenses . . . . . . . . . . .
Occupancy expenses . . . . . . . . . . . . . . . .
Other operating expenses . . . . . . . . . . . . .
General and administrative expenses . . . . . . . .
Depreciation expense . . . . . . . . . . . . . . . . . . . .
Pre-opening costs . . . . . . . . . . . . . . . . . . . . . . .
Impairment and loss on disposal of property

and equipment

. . . . . . . . . . . . . . . . . . . . . . .
Total expenses . . . . . . . . . . . . . . . . . . . . .
Income (loss) from operations . . . . . . . . .
Interest expense . . . . . . . . . . . . . . . . . . . . . . . .
Other expense . . . . . . . . . . . . . . . . . . . . . . . . . .
Income (loss) before income taxes . . . . .
Income tax (benefit) expense (1) . . . . . . . . . . .
Net income (loss) . . . . . . . . . . . . . . . . . . .

Net income (loss) attributable to non-

controlling interests (2) . . . . . . . . . . . . . . . .
Net income (loss) attributable to Potbelly
Corporation . . . . . . . . . . . . . . . . . . . . .

Dividend declared and paid to common and

preferred stockholders . . . . . . . . . . . . . . . . .
Accretion of redeemable convertible preferred
stock to maximum redemption value . . . . . .
Net (loss) income attributable to common
stockholders . . . . . . . . . . . . . . . . . . . . .

$299,712

87,380
83,579
36,394
30,781
39,656
17,875
1,437

1,135
298,237
1,475
387
2
1,086
(204)
1,290

($ in thousands, except per share data)
$237,966

$274,914

$220,573

79,847
77,479
32,016
28,119
29,624
16,219
2,051

994
266,349
8,565
541
6
8,018
(15,994)
24,012

68,491
67,036
26,511
24,095
26,911
14,838
1,521

365
229,768
8,198
495
1
7,702
537
7,165

63,009
63,506
25,238
22,620
26,563
15,647
267

2,952
219,802
771
519
9
243
773
(530)

$214,733

61,700
63,939
25,574
22,373
27,840
17,586
95

5,511
224,618
(9,885)
828
4
(10,717)
219
(10,936)

32

(34)

—

—

—

$

1,258

$ 24,046

$

7,165

$

(530)

$ (10,936)

(49,854)

—

—

—

—

(15,097)

(10,495)

(17,410)

(45,992)

(14,568)

$ (63,693)

$ 13,551

$ (10,245)

$ (46,522)

$ (25,504)

37

Fiscal Year Ended

December 29,
2013

December 30,
2012

December 25,
2011

December 26,
2010

December 27,
2009

($ in thousands, except per share data)

Net (loss) income per common share

attributable to common stockholders (3):

Basic . . . . . . . . . . . . . . . . . . . . . . . . . . . . $
Diluted . . . . . . . . . . . . . . . . . . . . . . . . . . $

(6.29) $
(6.29) $

0.72 $
0.66 $

(2.35) $
(2.35) $

(9.34) $
(9.34) $

(5.13)
(5.13)

Weighted average shares outstanding:

Basic . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Diluted . . . . . . . . . . . . . . . . . . . . . . . . . .

10,132,805
10,132,805

4,013,414
4,388,822

4,359,930
4,359,930

4,978,621
4,978,621

4,975,511
4,975,511

Statement of Cash Flows Data:
Net cash provided by (used in):

Operating activities . . . . . . . . . . . . . . . . .
Investing activities . . . . . . . . . . . . . . . . .
Financing activities . . . . . . . . . . . . . . . . .

29,880
(28,098)
45,202

25,085
(25,936)
(700)

20,121
(17,758)
(7,197)

18,780
(6,243)
(4,382)

11,277
(4,385)
5,152

Selected Other Data:
Total company-operated shops (end of

period) . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

296

264

234

218

213

Change in company-operated comparable

store sales . . . . . . . . . . . . . . . . . . . . . . . . . .
Operating income margin (4) . . . . . . . . . . . . .
Shop-level profit margin (5) . . . . . . . . . . . . . .
Capital expenditures . . . . . . . . . . . . . . . . . . . .
Adjusted EBITDA (6)
. . . . . . . . . . . . . . . . . .
Adjusted EBITDA margin (6) . . . . . . . . . . . .

1.5%
0.5%
20.2%

3.4%
3.1%
20.7%

1.7%
3.4%
21.6%

28,098
35,222

25,936
31,451

17,758
26,752

11.8%

11.4%

11.2%

1.8%
0.3%
20.9%
6,243
21,052

9.5%

(2.4)%
(4.6)%
19.2%
4,398
15,732

7.3%

Balance Sheet Data:

Cash and cash equivalents . . . . . . . . . . . .
Working capital . . . . . . . . . . . . . . . . . . . .
Total assets . . . . . . . . . . . . . . . . . . . . . . . .
Total debt . . . . . . . . . . . . . . . . . . . . . . . . .
Total redeemable convertible preferred

stock . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . .

Total equity (deficit)

December 29,
2013

December 30,
2012

December 25,
2011

December 26,
2010

December 27,
2009

($ in thousands)

$ 69,579
63,093
186,080
1,092

$ 22,595
15,170
126,699
15,169

$ 24,146
16,490
99,110
15,243

$ 28,980
14,764
98,424
9,313

$ 20,825
6,014
101,976
13,544

—
153,273

250,343
(168,728)

239,848
(185,302)

228,544
(169,643)

182,551
(124,712)

(1) The fiscal year ended December 30, 2012 included a $16.9 million tax benefit related to the release of a

valuation allowance against substantially all of our deferred tax assets. The fiscal year ended December 29,
2013 included a $0.6 million benefit related to increasing the federal statutory rate to measure our deferred
tax assets.

(2) Non-controlling interests represent the non-controlling partner’s share of the assets, liabilities and

operations related to the joint venture investment in Potbelly Airport II Boston, LLC, related to one shop
located in the Boston Logan International Airport. We own a seventy-five percent interest in this
consolidated joint venture.

(3) Net income (loss) per common share attributable to common stockholders is calculated under the two-class
method as our redeemable convertible preferred stock participated in the undistributed earnings of the
company. Earnings of the company were allocated between the common and preferred stockholders to
account for the accretion of the redeemable convertible preferred stock to its maximum redemption value,
thereby reducing the earnings of the company attributable to common stockholders. For the four fiscal years
ending December 27, 2009, December 26, 2010, December 25, 2011 and December 30, 2012, presented
above, this resulted in net losses attributable to common stockholders, in total and on a per share basis, as

38

the net income attributable to the company (if any) was exceeded by the change in maximum redemption
value of the redeemable convertible preferred stock. Upon completion of the initial public offering on
October 9, 2013, the redeemable convertible preferred stock was automatically converted to common stock.
See Note 9—Capital Stock and Warrants to our consolidated financial statements in Item 8 for further
information on the conversion.
Income (loss) from operations as a percentage of total revenues.

(4)
(5) Shop-level profit is not required by, or presented in accordance with, GAAP, and is defined as income (loss)
from operations less franchise royalties and fees, general and administrative expenses, depreciation expense,
pre-opening costs and impairment and loss on disposal of property and equipment. Shop-level profit is a
supplemental measure of operating performance of our shops and our calculation thereof may not be
comparable to that reported by other companies. Shop-level profit margin represents shop-level profit
expressed as a percentage of net company-operated sandwich shop sales. Shop-level profit and shop-level
profit margin have limitations as analytical tools, and you should not consider them in isolation or as a
substitute for analysis of our results as reported under GAAP. Management believes shop-level profit
margin is an important tool for investors because it is a widely used metric within the restaurant industry to
evaluate restaurant-level productivity, efficiency and performance. Management uses shop-level profit
margin as a key metric to evaluate the profitability of incremental sales at our shops, to evaluate our shop
performance across periods and to evaluate our shop financial performance compared with our competitors.
See “Management’s Discussion and Analysis of Financial Condition and Results of Operations” in Item 7
for a discussion of shop-level profit margin and other key performance indicators. A reconciliation of shop-
level profit to income (loss) from operations and a calculation of shop-level profit margin is provided below:

Income from operations . . . . . . . . . . . . . . .
Less: Franchise royalties and fees . . . . . . .
General and administrative expenses . . . . .
Depreciation expense . . . . . . . . . . . . . . . . .
Pre-opening costs . . . . . . . . . . . . . . . . . . . .
Impairment and loss on disposal of

Fiscal Year Ended

December 29,
2013

December 30,
2012

December 25,
2011

December 26,
2010

December 27,
2009

($ in thousands)

$

1,475
1,138
39,656
17,875
1,437

$

8,565
844
29,624
16,219
2,051

$

8,198
503
26,911
14,838
1,521

$

771
—
26,563
15,647
267

$ (9,885)

—
27,840
17,586
95

property and equipment . . . . . . . . . . . . .

1,135

994

365

2,952

5,511

Shop-level profit [Y] . . . . . . . . . . . . . . . . .
Total revenues . . . . . . . . . . . . . . . . . . . . . .
Less: Franchise royalties and fees . . . . . . .

$ 60,440
$299,712
1,138

$ 56,609
$274,914
844

$ 51,330
$237,966
503

$ 46,200
$220,573

—

$ 41,147
$214,733

—

Sandwich shop sales, net [X] . . . . . . . . . . .

$298,574

$274,070

$237,463

$220,573

$214,733

Shop-level profit margin [Y÷X]

. . . . . . . .

20.2%

20.7%

21.6%

20.9%

19.2%

(6) Adjusted EBITDA is a supplemental measure of financial performance that is not required by, or presented
in accordance with, GAAP. We define adjusted EBITDA as net income (loss) before depreciation and
amortization expense, interest expense, provision for income taxes and pre-opening costs, adjusted to
eliminate the impact of other items set forth in the reconciliation below, including certain non-cash as well
as certain other items that we do not consider representative of our ongoing operating performance.
Adjusted EBITDA margin is calculated by dividing adjusted EBITDA by total revenues. Adjusted EBITDA
has limitations as an analytical tool and our calculation thereof may not be comparable to that reported by
other companies; accordingly, you should not consider it in isolation or as a substitute for analysis of our
results as reported under GAAP. Adjusted EBITDA is included in this Annual Report because it is a key
metric used by management. Additionally, adjusted EBITDA is frequently used by analysts, investors and
other interested parties to evaluate companies in our industry. We use adjusted EBITDA, alongside other
GAAP measures such as operating income (loss) and net income (loss), to measure profitability, as a key
profitability target in our annual and other budgets, and to compare our performance against that of peer

39

companies. We believe that adjusted EBITDA provides useful information facilitating operating
performance comparisons from period to period and company to company. A reconciliation of adjusted
EBITDA to net income (loss) attributable to Potbelly Corporation is provided below:

December 29,
2013

December 30,
2012

December 25,
2011

December 26,
2010

December 27,
2009

Fiscal Year Ended

($ in thousands)

Net income (loss) attributable to

Potbelly Corporation . . . . . . . . . . . . . .
Depreciation expense . . . . . . . . . . . . . . . . .
Interest expense . . . . . . . . . . . . . . . . . . . . .
Income tax (benefit) expense . . . . . . . . . . .
Impairment and closures (a) . . . . . . . . . . . .
Pre-opening costs (b) . . . . . . . . . . . . . . . . .
Stock-based compensation (c) . . . . . . . . . .
Public company costs (d) . . . . . . . . . . . . . .

$ 1,258
17,875
387
(204)
1,132
1,437
11,610
1,727

$ 24,046
16,219
541
(15,994)
1,181
2,051
2,825
582

Adjusted EBITDA . . . . . . . . . . . . . . . . . .

$35,222

$ 31,451

$ 7,165
14,838
495
537
672
1,521
1,524
—

$26,752

$ (530)
15,647
519
773
3,344
267
1,032
—

$(10,936)
17,586
828
219
6,824
95
1,116
—

$21,052

$ 15,732

(a)

(b)

(c)

(d)

Includes costs related to impairment of long-lived assets, gain or loss on disposal of property and equipment
and shop closure expenses.
Includes expenses directly associated with the opening of new shops and are incurred prior to the opening of
the shop.
Includes non-cash stock-based compensation. As a result of the consummation of our initial public offering,
we recorded one-time charges of $10.0 million related to stock compensation, which primarily consist of a
$7.6 million charge related to the cumulative expense for the periods in which the performance conditions
were not met.
Includes one-time costs associated with our initial public offering as well as on-going public company costs.
Both these costs primarily consist of legal and accounting fees.

40

ITEM 7. MANAGEMENT’S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND

RESULTS OF OPERATIONS

The following discussion of our financial condition and results of operations should be read in conjunction

with “Selected Financial Data” in Item 6 and our consolidated financial statements and the related notes to
those statements included in Item 8. The discussion contains forward-looking statements involving risks,
uncertainties and assumptions that could cause our results to differ materially from expectations. Our actual
results may differ materially from those anticipated in these forward-looking statements as a result of certain
factors, including those described in “Risk Factors” in Item 1A and elsewhere in this report.

Overview

Potbelly is a fast-growing 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.
Our combination of product, people and place is how we deliver on our passion to be “The Best Place for
Lunch.” Our sandwiches, salads and hand-dipped milkshakes are all made fresh to order and our cookies are
baked fresh each day. Our employees are trained to engage with our customers in a genuine way to provide a
personalized experience. Our shops feature vintage design elements and locally-themed décor inspired by the
neighborhood that we believe create a lively atmosphere. Through this combination, we believe we are creating a
devoted base of Potbelly fans that return again and again and that we are expanding one sandwich shop at a time.

We believe that a key to our past and future success is our culture. It is embodied in The Potbelly

Advantage, which is an expression of our Vision, Mission, Passion and Values, and the foundation of everything
we do. Our Vision is for our customers to feel that we are their “Neighborhood Sandwich Shop” and to tell others
about their great experience. Our Mission is to make people really happy, to make more money and to improve
every day. Our Passion is to be “The Best Place for Lunch.” Our Values embody both how we lead and how we
behave, and form the cornerstone of our culture. We use simple language that resonates from the frontline
associate to the most senior levels of the organization, creating shared expectations and accountabilities in how
we approach our day-to-day activities. We strive to be a fun, friendly and hardworking group of people who
enjoy taking care of our customers, while at the same time taking care of each other.

We own and operate Potbelly Sandwich Works sandwich shops in the United States. We also have domestic
and international franchise operations of Potbelly Sandwich Works sandwich shops. Our chief operating decision
maker is our Chief Executive Officer. Based on how our Chief Executive Officer reviews financial performance
and allocates resources on a recurring basis, the company has one operating segment and one reportable
segment.

Fiscal Year

Operating results are reported on a 52-week fiscal year calendar, with a 53-week year occurring every fifth
or sixth year. Our fiscal year ends on the last Sunday of each calendar year. Fiscal years 2013 and 2011 were 52-
week years. Fiscal year 2012 included a 53rd week. The first three quarters of our fiscal year consist of 13 weeks
and our fourth quarter consists of 13 weeks for 52-week fiscal years and 14 weeks for 53-week fiscal years.

Outlook

Potbelly operates in a highly competitive segment of the restaurant industry. We compete with sandwich
concepts that have significant scale and presence, as well as with the multitude of locally-owned sandwich shops.
Additionally, we compete with many non-sandwich concepts that fall into the limited-service restaurants
category. However, we believe that we will continue to succeed in the marketplace based on our combination of
excellent product, people and place. The following competitive strengths provide a platform for us to achieve
continued growth:

•

Simple, Made-to-Order Food. Our menu features items made from high quality ingredients such as
fresh vegetables, hearth-baked bread, and all-natural chicken (without preservatives or artificial

41

flavors). Our sandwiches are made fresh to order and served toasty warm on our signature multigrain
wheat or regular bread which is delivered to our shops. Our menu also features a variety of cookies
baked fresh daily in each shop, and our hand-dipped shakes, malts and smoothies are made from real
ingredients. We believe the unique Potbelly experience encourages repeat customer visits and drives
increased sales.

• Differentiated Customer Experience That Delivers a Neighborhood Feel. We strive to provide a

positive customer experience that is driven by both our employees and the atmosphere of our shops.
We look to hire employees that are outgoing people and train them to interact with our customers in a
genuine way while providing fast service. We believe our atmosphere is enhanced by live, local
musicians that perform at least three times per week in the majority of our shops. Every Potbelly
location strives to be “The Neighborhood Sandwich Shop,” creating devoted fans who tell others about
their experience.

• Attractive Shop Economics. Our shop model is designed to generate, and has generated, strong cash
flow, with above 20% shop-level profit margins, a non-GAAP measure, and targeted cash-on-cash
returns, on new company-operated shops, above 25% after two full years of operation. We have
achieved these targets in 2011, 2012 and 2013. Our ability to maintain such margins and returns
depends on a number of factors. For example, we face increasing commodity costs, which we have
partially offset by increasing menu prices. Although there is no guarantee that we will be able to
maintain these returns, we believe our shop economics support our ability to profitably grow our brand
in new and existing markets.

• Management Team with Substantial Operating Experience. Our senior management team has extensive
operating experience across disciplines in the restaurant and retail sectors. Our senior team, led by our
CEO, Aylwin Lewis, averages over 18 years of restaurant industry experience and embraces the daily
intensity needed to deliver growth in existing shops as well as growing the business in new
neighborhoods. We believe our experienced leadership team is a key driver of our success and
positions us to execute our long-term growth strategy.

• Distinct, Deep-Rooted Culture: The Potbelly Advantage. We believe our culture is a key to our success.
It is embodied in The Potbelly Advantage, which is an expression of our Vision, Mission, Passion and
Values. The Potbelly Advantage is a statement of our intentions and is the foundation of everything we
do, including how we plan and manage our business. It allows us to deliver operational excellence and
grow our business and our base of devoted fans.

We believe the combination of these strengths provides a competitive advantage in the marketplace.
Continuing to execute at a high level across all aspects of our business is imperative to realize the growth
potential for Potbelly. We are confident in our strategies, our people and the opportunity to make Potbelly a
“Global Iconic Brand.”

Key Performance Indicators

In assessing the performance of our business, we consider a variety of performance and financial measures.
The key measures for determining how our business is performing are comparable store sales growth, number of
shop openings, shop-level profit margins and adjusted EBITDA.

Company-Operated Comparable Store Sales Growth

Comparable store sales growth reflects the change in year-over-year sales for the comparable company-

operated store base. We define the comparable store base to include those shops open for 15 months or longer.
As of the fiscal years ended December 25, 2011, December 30, 2012 and December 29, 2013, there were 211,
227 and 252 shops, respectively, in our comparable company-operated store base. Comparable store sales growth
can be generated by an increase in entree counts and/or by increases in the average check amount resulting from
a shift in menu mix and/or increase in price. This measure highlights performance of existing shops as the impact
of new shop openings is excluded. Entrees are defined as sandwiches, salads and bowls of soup.

42

Number of Company-Operated Shop Openings

The number of company-operated shop openings reflects the number of shops opened during a particular
reporting period. Before we open new shops, we incur pre-opening costs, which are defined below. Often, new
shops open with an initial start-up period of higher than normal sales volumes, which subsequently decrease to
stabilized levels. While sales volumes are generally higher during the initial opening period, new shops typically
experience normal inefficiencies in the form of higher cost of sales, labor and other direct operating expenses and
as a result, shop-level profit margins are generally lower during the start-up period of operation. The average
start-up period is 10 to 13 weeks. The number and timing of shop openings has had, and is expected to continue
to have, an impact on our results of operations.

Shop-Level Profit Margin

Shop-level profit margin is defined as net company-operated sandwich shop sales less company-operated

sandwich shop operating expenses, including cost of goods sold, labor and related expenses, other operating
expenses and occupancy expenses, as a percentage of net company-operated sandwich shop sales. Shop-level
profit margin is not required by, or presented in accordance with, GAAP. We believe shop-level profit margin is
important in evaluating shop-level productivity, efficiency and performance.

Adjusted EBITDA

We define adjusted EBITDA as net income (loss) before depreciation and amortization, interest expense and

provision for income taxes, adjusted for the impact of the following items that we do not consider representative
of our ongoing operating performance: stock-based compensation expense, impairment and shop closure
expenses, gain or loss on disposal of property and equipment and pre-opening expenses. We believe that adjusted
EBITDA is a more appropriate measure of operating performance, as it provides a clearer picture of operating
results by eliminating expenses that are not reflective of underlying business performance.

Key Financial Definitions

Revenues

We generate revenue from net company-operated sandwich shop sales and our franchise operations.

Net company-operated shop sales consist of food and beverage sales, net of promotional allowances and

employee meals. Company-operated shop sales are influenced by new shop openings, shop closures and
comparable store sales.

Franchise royalties and fees consist of royalty income from the franchisee and a one-time shop opening fee.

Cost of Goods Sold

Cost of goods sold consists primarily of food and beverage related costs. The components of cost of goods

sold are variable in nature, change with sales volume, are influenced by menu mix and are subject to increases or
decreases based on fluctuations in commodity costs.

Labor and Related Expenses

Labor and related expenses include all shop-level management and hourly labor costs, including salaries,

wages, benefits and performance incentives, labor taxes and other indirect labor costs.

Occupancy Expenses

Occupancy expenses include fixed and variable portions of rent, common area maintenance and real estate

taxes.

43

Other Operating Expenses

Other operating expenses include all other shop-level operating costs, the major components of which are

operating supplies, utilities, repair and maintenance costs, shop-level marketing costs, musician expense and
credit card fees.

General and Administrative Expenses

General and administrative expenses is comprised of expenses associated with corporate and administrative

functions that support the development and operations of shops, including compensation and benefits, travel
expenses, stock compensation costs, legal and professional fees, advertising costs, costs related to abandoned
new shop development sites and other related corporate costs.

Depreciation Expense

Depreciation expense includes the depreciation of fixed assets and capitalized leasehold improvements.

Pre-Opening Costs

Pre-opening costs consist of costs incurred prior to opening a new shop and are made up primarily of
manager salaries, travel, employee payroll and training costs incurred prior to the shop opening, as well as
occupancy costs incurred from when we take site possession to shop opening. Shop pre-opening costs are
expensed as incurred.

Impairment and Loss on Disposal of Property and Equipment

We review long-lived assets, such as property and equipment and intangibles, for impairment when events

or circumstances indicate the carrying value of the assets may not be recoverable and record an impairment
charge when appropriate. The impairment loss recognized is the excess of the carrying value of the asset over its
fair value. Typically, the fair value of the asset is determined by estimating future cash flows associated with the
asset.

Loss on disposal of property and equipment represents the net book value of property and equipment less

proceeds received, if applicable, on assets abandoned or sold. These losses are related to normal disposals in the
ordinary course of business, along with disposals related to shop closures and selected shop remodeling
activities.

Interest Expense

Interest expense consists primarily of interest expense related to our credit facility.

Non-controlling Interests

Non-controlling interests represent the non-controlling partner’s share of the assets, liabilities and

operations related to the joint venture investment in Potbelly Airport II Boston, LLC, related to one shop located
in the Boston Logan International Airport. The company owns a seventy-five percent interest in this consolidated
joint venture.

Accretion of Redeemable Convertible Preferred Stock to Maximum Redemption Value

Accretion of redeemable convertible preferred stock reflects the changes in measurement of the redeemable

convertible preferred stock each reporting period to record the redeemable convertible preferred stock at its
maximum redemption value at each reporting period.

44

Results of Operations

Fiscal Year 2013 (52 Weeks) Compared to Fiscal Year 2012 (53 Weeks)

The following table presents information comparing the components of net income for the periods indicated
(dollars in thousands):

Fiscal Year

2013

% of
Revenues

2012

% of
Revenues

Increase
(Decrease)

Percent
Change

Revenues
Sandwich shop sales, net . . . . . . . . . . . . . . . . . . . $298,574
1,138
Franchise royalties and fees . . . . . . . . . . . . . . . . .

99.6% $274,070
844
0.4

99.7% $ 24,504
294
0.3

Total revenues . . . . . . . . . . . . . . . . . . .

299,712

100.0

274,914

100.0

24,798

8.9%

34.8

9.0

Expenses
Sandwich shop operating expenses
Cost of goods sold, excluding

depreciation . . . . . . . . . . . . . . . . . . . . . . .
Labor and related expenses . . . . . . . . . . . . .
Occupancy expenses . . . . . . . . . . . . . . . . . .
Other operating expenses . . . . . . . . . . . . . . .
General and administrative expenses . . . . . . . . . .
Depreciation expense . . . . . . . . . . . . . . . . . . . . . .
Pre-opening costs . . . . . . . . . . . . . . . . . . . . . . . . .
Impairment and loss on disposal of property and
equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

87,380
83,579
36,394
30,781
39,656
17,875
1,437

1,135

Total expenses . . . . . . . . . . . . . . . . . . .

298,237

Income from operations . . . . . . . . . . . . . . . . . . . .
Interest expense . . . . . . . . . . . . . . . . . . . . . . . . . .
Other expense . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Income before income taxes . . . . . . . . . . . . . . . .
Income tax (benefit) . . . . . . . . . . . . . . . . . . . . . . .

Net income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Net income (loss) attributable to non-controlling
interests . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Net income attributable to Potbelly

1,475
387
2

1,086
(204)

1,290

29.2
27.9
12.1
10.3
13.2
6.0
0.5

0.4

99.5

0.5
0.1
*

0.4
(0.1)

0.4

79,847
77,479
32,016
28,119
29,624
16,219
2,051

994

266,349

8,565
541
6

8,018
(15,994)

24,012

29.0
28.2
11.6
10.2
10.8
5.9
0.7

0.4

96.9

3.1
0.2
*

2.9
(5.8)

8.7

7,533
6,100
4,378
2,662
10,032
1,656
(614)

141

31,888

(7,090)
(154)
(4)

(6,932)
15,790

9.4
7.9
13.7
9.5
33.9
10.2
(29.9)

14.2

12.0

(82.8)
(28.5)
(66.7)

(86.5)
(98.7)

(22,722)

(94.6)

32

*

(34)

*

66 (194.1)

Corporation . . . . . . . . . . . . . . . . . . .

1,258

0.4

24,046

8.7

(22,788)

(94.8)

Dividend declared and paid to common and

preferred stockholders . . . . . . . . . . . . . . . . . . .

(49,854 )

(16.6)

—

—

(49,854) (100.0)

Accretion of redeemable convertible preferred

stock to maximum redemption value . . . . . . . .

(15,097)

(5.0)

(10,495)

(3.8)

(4,602)

43.8

Net (loss) income attributable to

common stockholders . . . . . . . . . . . $ (63,693)

(21.3)% $ 13,551

4.9% $(77,244) (570.0)%

* Amount is less than 0.1%

Revenues

Revenues increased by $24.8 million, or 9.0%, to $299.7 million for fiscal year 2013, from $274.9 million

for fiscal year 2012. Revenue increased $30.3 million, excluding the impact from the 53rd week in fiscal year
2012. Company-operated non-comparable store sales contributed $26.1 million, or 86.1%, of the total revenue
increase, company-operated comparable store sales contributed $3.9 million, or 12.9%, of the total revenue

45

increase and franchise shops contributed $0.3 million, or 1.0%, of the total revenue increase. Excluding the
impact from the 53rd week in fiscal year 2012, comparable store sales increased 1.5% as a result of a 2.6%
increase in average check associated with a menu price increase and shift in menu mix and offset by a 1.1%
decrease in entree counts.

Cost of Goods Sold

Cost of goods sold increased by $7.5 million, or 9.4%, to $87.4 million for fiscal year 2013, compared to
$79.8 million for fiscal year 2012, primarily due to the increase in revenues. As a percentage of revenues, cost of
goods sold increased to 29.2% for fiscal year 2013, from 29.0% for fiscal year 2012, primarily driven by higher
commodity costs and changes in menu mix.

Labor and Related Expenses

Labor and related expenses increased by $6.1 million, or 7.9%, to $83.6 million for fiscal year 2013, from
$77.5 million for fiscal year 2012, primarily due to new shop openings. As a percentage of revenues, labor and
related expenses decreased to 27.9% for fiscal year 2013, from 28.2% for fiscal year 2012, primarily due to sales
leverage (i.e., the ability to spread certain expenses over a higher revenue base).

Occupancy Expenses

Occupancy expenses increased by $4.4 million, or 13.7%, to $36.4 million for fiscal year 2013, from $32.0

million for fiscal year 2012, primarily due to new shop openings. As a percentage of revenues, occupancy
expenses increased to 12.1% for fiscal year 2013, from 11.6% for fiscal year 2012, due to more shops operating
in higher rent markets, such as New York City and Boston. There were 22 company-operated shops in New York
City and Boston as of December 29, 2013, compared to 16 company-operated shops as of December 30, 2012.

Other Operating Expenses

Other operating expenses increased by $2.7 million, or 9.5%, to $30.8 million for fiscal year 2013, from
$28.1 million for fiscal year 2012, primarily due to new shop openings as well as increased fees associated with
higher credit card usage in our shops. As a percentage of revenues, other operating expenses increased to 10.3%
for fiscal year 2013, from 10.2% for fiscal year 2012, primarily due to the increase in credit card usage.

General and Administrative Expenses

General and administrative expenses increased by $10.0 million, or 33.9%, to $39.7 million for fiscal year

2013, from $29.6 million for fiscal year 2012. The increase was primarily due to costs associated with our initial
public offering on October 4, 2013 (our “IPO” or “initial public offering”) and ongoing public company costs.
During the 52 weeks ended December 29, 2013, we recorded $10.0 million in one-time charges for stock-based
compensation, which included $7.6 million related to previously granted options that vested upon the completion
of our IPO. As a percentage of revenues, general and administrative expenses increased to 13.2% for fiscal year
2013, from 10.8% for fiscal year 2012, due to the costs associated with our IPO and ongoing public company
costs.

Depreciation Expense

Depreciation expense increased by $1.7 million, or 10.2%, to $17.9 million for fiscal year 2013, from $16.2

million for fiscal year 2012, primarily due to a higher depreciable base resulting from new shops. As a
percentage of revenues, depreciation increased to 6.0% for fiscal year 2013, from 5.9% for fiscal year 2012,
primarily due to a higher depreciable base resulting from new shops operating in markets with higher build-out
costs such as New York City and Boston.

46

Pre-Opening Costs

Pre-opening costs decreased by $0.6 million to $1.4 million for fiscal year 2013, from $2.1 million for fiscal
year 2012, primarily due to fewer new company-operated shops opened in markets with higher than average pre-
opening costs, such as New York City and Boston, for fiscal year 2013, compared to for fiscal year 2012.

Impairment and Loss on Disposal of Property and Equipment

Impairment and loss on disposal of property and equipment increased by $0.1 million, or 14.2%, to $1.1
million for fiscal year 2013, from $1.0 million for fiscal year 2012. As a result of performing a periodic review of
our shops, it was determined that indicators of impairment were present for certain shops. We performed an
impairment analysis related to these shop and recorded an impairment charge of $1.1 million related to the excess
of its carrying amount recorded on our balance sheet over its estimated fair value as of December 29, 2013.

Interest Expense

Interest expense decreased by $0.2 million, or 28.5%, to $0.4 million for fiscal year 2013, from $0.5 million

for fiscal year 2012, primarily due to a $0.1 million charge recorded for fiscal year 2012 for the remaining
deferred financing fees associated with the termination of our previous five-year senior credit facility and
entering into a new five-year senior credit facility agreement on September 21, 2012, as well as a decrease in
interest expense related to repaying $14.0 million outstanding under the senior credit facility on October 24,
2013.

Income Tax Expense (Benefit)

Income tax benefit decreased by $15.8 million to $0.2 million for fiscal year 2013, from $16.0 million for
fiscal year 2012, primarily due to a $16.9 million benefit recorded in the prior year to release the full valuation
allowance against our deferred tax assets as a result of determining that it was more likely than not the deferred
tax assets would be realized. The deferred tax assets were measured based on a federal statutory rate of 34%,
primarily due to reduced taxable income as a result of net operating losses we recorded on our balance sheet as
well as favorable tax depreciation rules. During the fourth fiscal quarter of 2013, we determined our deferred tax
assets should be measured based on a federal statutory rate of 35% as a result of utilizing our net operating losses
and the expiration of favorable federal tax depreciation rules. Accordingly, we recorded a $0.6 million tax benefit
related to the increase in the federal statutory tax rate.

47

Fiscal Year 2012 (53 Weeks) Compared to Fiscal Year 2011 (52 Weeks)

The following table presents information comparing the components of net income for the periods indicated

(dollars in thousands):

Fiscal Year

2012

% of
Revenues

2011

% of
Revenues

Increase
(Decrease)

Percent
Change

Revenues
Sandwich shop sales, net . . . . . . . . . . . . . . . . . . . . . . $274,070
844
Franchise royalties and fees . . . . . . . . . . . . . . . . . . . .

99.7% $237,463
503
0.3

99.8% $ 36,607
341
0.2

15.4%
67.8

Total revenues . . . . . . . . . . . . . . . . . . . . . .

274,914

100.0

237,966

100.0

36,948

15.5

Expenses
Sandwich shop operating expenses

Cost of goods sold, excluding depreciation . . . .
Labor and related expenses . . . . . . . . . . . . . . . .
Occupancy expenses . . . . . . . . . . . . . . . . . . . . .
Other operating expenses . . . . . . . . . . . . . . . . . .
General and administrative expenses . . . . . . . . . . . .
Depreciation expense . . . . . . . . . . . . . . . . . . . . . . . . .
Pre-opening costs . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Impairment and loss on disposal of property and

79,847
77,479
32,016
28,119
29,624
16,219
2,051

equipment

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

994

Total expenses . . . . . . . . . . . . . . . . . . . . . .

266,349

Income from operations . . . . . . . . . . . . . . . . . . . . . . .
Interest expense . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Other expense . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

8,565
541
6

Income before income taxes . . . . . . . . . . . . . . . . . . .
Income tax (benefit) expense . . . . . . . . . . . . . . . . . . .

8,018
(15,994)

Net income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Net (loss) attributable to non-controlling interests . .

24,012
(34)

29.0
28.2
11.6
10.2
10.8
5.9
0.7

0.4

96.9

3.1
0.2
*

2.9
(5.8)

8.7
*

68,491
67,036
26,511
24,095
26,911
14,838
1,521

28.8
28.2
11.1
10.1
11.3
6.2
0.6

11,356
10,443
5,505
4,024
2,713
1,381
530

16.6
15.6
20.8
16.7
10.1
9.3
34.8

365

0.2

629

172.3

229,768

96.6

36,581

8,198
495
1

7,702
537

7,165
—

3.4
0.2
*

3.2
.2

3.0
—

15.9

4.5
9.3
500.0

367
46
5

316

4.1
(16,531) (3,078.4)

16,847
(34)

(235.1)
(100.0)

Net income attributable to Potbelly

Corporation . . . . . . . . . . . . . . . . . . . . . .
Accretion of redeemable convertible preferred stock
to maximum redemption value . . . . . . . . . . . . . . .

Net income (loss) attributable to common

24,046

8.7

7,165

3.0

16,881

(235.6)

(10,495)

(3.8)

(17,410)

(7.3)

6,915

39.7

stockholders . . . . . . . . . . . . . . . . . . . . . . $ 13,551

4.9% $ (10,245)

(4.3)% $ 23,796

232.3%

* Amount is less than 0.1%

Revenues

Revenues increased by $36.9 million, or 15.5%, to $274.9 million for fiscal year 2012, from $238.0 million
for fiscal year 2011. Company-operated non-comparable store sales contributed $28.7 million, or 77.8%, of the
total revenue increase, company-operated comparable store sales contributed $7.9 million, or 21.2%, of the total
revenue increase, and franchise shops contributed $0.3 million, or 0.9%, of the total revenue increase.
Comparable store sales increased 3.4% as a result of a 3.2% increase in average check, due to a menu price
increase and a shift in menu mix, and a 0.2% increase in entree counts.

48

Cost of Goods Sold

Cost of goods sold increased by $11.4 million, or 16.6%, to $79.8 million for fiscal year 2012, compared to
$68.5 million for fiscal year 2011, primarily due to the increase in revenues. As a percentage of revenues, cost of
goods sold increased to 29.0% for fiscal year 2012, from 28.8% for fiscal year 2011, primarily driven by higher
commodity costs.

Labor and Related Expenses

Labor and related expenses increased by $10.4 million, or 15.6%, to $77.5 million for fiscal year 2012, from

$67.0 million for fiscal year 2011, primarily due to new shop openings. As a percentage of revenues, labor and
related expenses remained consistent at 28.2% for fiscal year 2012 and 2011, respectively.

Occupancy Expenses

Occupancy expenses increased by $5.5 million, or 20.8%, to $32.0 million for fiscal year 2012, from
$26.5 million for fiscal year 2011, primarily due to new shop openings. As a percentage of revenues, occupancy
expenses increased to 11.6% for fiscal year 2012, from 11.1% for fiscal year 2011, due to more shops in higher
rent markets, specifically New York City and Boston. There were 16 company-operated shops in New York City
and Boston as of December 30, 2012, compared to five company-operated shops as of December 25, 2011.

Other Operating Expenses

Other operating expenses increased by $4.0 million, or 16.7%, to $28.1 million for fiscal year 2012, from
$24.1 million for fiscal year 2011, primarily due to new shop openings as well as an increase in fees associated
with higher credit card usage in our shops. As a percentage of revenues, other operating expenses increased
slightly to 10.2% for fiscal year 2012, from 10.1% for fiscal year 2011, primarily due to the increase in credit
card usage.

General and Administrative Expenses

General and administrative expenses increased by $2.7 million, or 10.1%, to $29.6 million for fiscal year
2012, from $26.9 million for fiscal year 2011. The increase was primarily due to an increase of $1.3 million in
stock compensation expense related to warrants and stock option grants, in addition to investments made to
support new shop growth. As a percentage of revenues, general and administrative expenses decreased to 10.8%
for fiscal year 2012, from 11.3% for fiscal year 2011, primarily due to sales leverage (i.e., the ability to spread
certain expenses over a higher revenue base).

Depreciation Expense

Depreciation expense increased by $1.4 million, or 9.3%, to $16.2 million for fiscal year 2012, from

$14.8 million for fiscal year 2011, primarily due to an increase in the number of shops open from 234 shops as of
fiscal year-end 2011, compared to 264 shops as of fiscal year-end 2012. As a percentage of revenues,
depreciation decreased to 5.9% for fiscal year 2012, from 6.2% for fiscal year 2011, primarily due to certain
assets primarily related to leasehold improvements at legacy shops with a higher build-out cost being fully
depreciated.

Pre-Opening Costs

Pre-opening costs increased by approximately $0.5 million to $2.0 million for fiscal year 2012, from
$1.5 million for fiscal year 2011. The increase was due to 31 new company-operated shop openings during fiscal
year 2012, compared to 21 new company-operated shop openings during fiscal year 2011.

49

Impairment and Loss on Disposal of Property and Equipment

Impairment and loss on disposal of property and equipment increased by $0.6 million to $1.0 million for

fiscal year 2012, from $0.4 million for fiscal year 2011, primarily due to a $0.8 million charge related to the
disposal of assets as a result of damage from Hurricane Sandy.

Interest Expense

Interest expense remained consistent at $0.5 million for fiscal years 2012 and 2011, respectively.

Income Tax Expense (Benefit)

Income tax expense decreased approximately $16.5 million in fiscal year 2012, from $0.5 million in fiscal

year 2011, due to a benefit from the release of the $16.9 million valuation allowance against our deferred tax
assets in the fourth quarter of 2012. In the fourth quarter of fiscal 2012, we determined that it is more likely than
not the deferred tax assets will ultimately be realized. Prior to this period, our income tax expense represented
our cash income taxes payable to various states and local jurisdictions. In determining the likelihood of future
realization of the deferred tax assets as of December 30, 2012, we considered both positive and negative evidence
and weighted the effect of such evidence based upon its objectivity. As a result of our analysis of both positive
and negative evidence, we believe that the weight of the positive evidence, primarily related to the cumulative
income in the most recent three years and achievement of a sustained level of profitability, was sufficient to
overcome the weight of the negative evidence, primarily related to continued uncertainty in the condition of the
macro-economic environment.

Quarterly Results and Seasonality

The following table sets forth certain unaudited financial and operating data in each fiscal quarter during
fiscal year 2012 and 2013. The quarterly information includes all normal recurring adjustments that we consider
necessary for a fair presentation of the information shown. This information should be read in conjunction with
our consolidated financial statements and the related notes to those statements included Part II, Item 8, “Financial
Statements and Supplementary Data” of this Annual Report on Form 10-K.

March 31,
2013

2013 Fiscal Quarters Ended (1)
June 30,
2013

September 29,
2013

December 29,
2013

Total Revenues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Income (loss) from operations (2) . . . . . . . . . . . . . . . . . . . . . . .
Net income (loss) attributable to Potbelly Corporation . . . . . . .
Total company-operated shops (end of period) . . . . . . . . . . . . .
Change in company-operated comparable store sales (3) . . . . .

$68,744
152
18
269
(0.3)%

$78,186
4,761
2,759
280
3.0%

$78,021
3,176
2,165
288
2.5%

$74,761
(6,614)
(3,684)
296
0.7%

(unaudited; dollars in thousands)

March 25,
2012

2012 Fiscal Quarters Ended (1)
June 24,
2012

September 23,
2012

December 30,
2012

Total Revenues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Income from operations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Net income attributable to Potbelly Corporation (4) . . . . . . . . .
Total company-operated shops (end of period) . . . . . . . . . . . . .
Change in company-operated comparable store sales (3) . . . . .

$62,381
1,592
1,274
239
6.4%

$69,156
2,325
1,749
248
3.3%

$69,869
2,817
2,548
257
2.2%

$73,508
1,831
18,475
264
2.0%

(unaudited; dollars in thousands)

(1) Fiscal years 2013 and 2012 were 52-week and 53-week years, respectively. The first three quarters of the
fiscal years consist of 13 weeks and the fourth quarter consists of 13 weeks for 52-week fiscal years and
14 weeks for 53-week fiscal years

50

(2) The 13 weeks ended December 29, 2013 included a $7.6 million charge related to previously granted

options that vested upon the completion of our IPO.

(3) Company-operated comparable store sales growth for the 13 week period ended December 29, 2013, is

adjusted to exclude the impact of the extra operating week in fiscal 2012. Company-operated comparable
store sales growth for the 14 week period ended December 30, 2012, is adjusted to include the impact of the
extra operating week in fiscal 2012.

(4) The 14 weeks ended December 30, 2012 included a $16.9 million tax benefit related to the release of a

valuation allowance against substantially all of our deferred tax assets.

Historically, customer spending patterns for our established shops are lowest in the first quarter of the year.

Our quarterly results have been and will continue to be affected by the timing of new shop openings and their
associated pre-opening costs. As a result of these and other factors, our financial results for any quarter may not
be indicative of the results that may be achieved for a full fiscal year.

Liquidity and Capital Resources

General

On October 9, 2013, we completed an IPO of 8,625,000 shares of common stock at a price of $14.00 per
share, which included 1,125,000 shares of common stock issued upon the exercise in full of the underwriters’
option to purchase additional shares. We sold 8,474,869 shares of common stock and certain stockholders sold
150,131 shares of common stock. We received net proceeds from the offering of approximately $108.8 million,
after deducting the underwriting discount and other estimated offering expenses. We used a portion of the net
proceeds received from the sale of the shares in the IPO to pay a previously declared one-time cash dividend of
approximately $49.9 million on shares outstanding on October 8, 2013 as well as to repay $14.0 million
outstanding under the senior credit facility on October 24, 2013. We will continue to use the remaining proceeds
for working capital and general corporate purposes.

Our on-going primary sources of liquidity and capital resources are cash provided from operating activities,
existing cash and cash equivalents and our credit facility. Our primary requirements for liquidity and capital are
new shop openings, existing shop capital investments (maintenance and improvements), principal and interest
payments on our debt, lease obligations, and working capital and general corporate needs. Our requirement for
working capital is not significant since our customers pay for their food and beverage purchases in cash or
payment cards (credit or debit) at the time of sale. Thus, we are able to sell many of our inventory items before
we have to pay our suppliers for such items. Our shops do not require significant inventories or receivables. We
believe that these sources of liquidity and capital will be sufficient to finance our continued operations and
expansion plans for at least the next twelve months.

The following table presents summary cash flow information for the periods indicated (in thousands):

Fiscal Year

2013

2012

2011

Operating activities . . . . . . . . . . . . . . . . . . . . . . . .
Investing activities . . . . . . . . . . . . . . . . . . . . . . . . .
Financing activities . . . . . . . . . . . . . . . . . . . . . . . .

$ 29,880
(28,098)
45,202

$ 25,085
(25,936)
(700)

$ 20,121
(17,758)
(7,197)

Net increase (decrease) in cash . . . . . . . . . . . . . . . . . . .

$ 46,984

$ (1,551)

$ (4,834)

Operating Activities

Net cash provided by operating activities increased to $29.9 million for fiscal year 2013, from $25.1 million

for fiscal year 2012, primarily due to a $3.8 million increase in shop-level profits.

51

Net cash provided by operating activities increased to $25.1 million for fiscal year 2012, from $20.1 million

for fiscal year 2011, primarily due to a $5.3 million increase in shop-level profits.

Investing Activities

Net cash used in investing activities increased to $28.1 million for fiscal year 2013, from $25.9 million for

fiscal year 2012. The increase was primarily due to construction costs for 34 new company-operated shops
opened for the 52 weeks ended December 29, 2013, compared to 31 new company-operated shops opened for the
53 weeks ended December 30, 2012, as well as capital expenditures for future shop openings, maintaining our
existing shops and certain other projects. We estimate that total capital expenditures for fiscal year 2014 will be
approximately $30.0 million to $35.0 million, with 35 to 40 new company-operated shop openings planned.

For fiscal years 2012 and 2011, purchases of property and equipment were $25.9 million and $17.8 million,

respectively. The increase in 2012, as compared to 2011, was driven by an increase in the number of company-
operated shop openings.

Financing Activities

Net cash provided by financing activities was $45.2 million for fiscal year 2013, compared to net cash used

in financial activities of $0.7 million for fiscal year 2012. The increase in cash provided by financing activities
resulted from $108.8 million in net proceeds from our IPO (after deducting the underwriting discount and other
estimated offering expenses), offset by the $49.9 million one-time cash dividend to common and preferred
stockholders as well as a $14.0 million repayment on borrowings under the senior credit facility.

Net cash used in financing activities was $0.7 million and $7.2 million during fiscal years 2012 and 2011,

respectively. The decrease in net cash used in fiscal year 2012 as compared to fiscal year 2011 was primarily due
to $13.5 million of common and preferred share repurchases that were partially offset by $6.0 million of net
borrowings from our senior credit facility.

Credit Facility

On September 21, 2012, we entered into a new five-year revolving credit facility agreement that expires in

September 2017 and provides for borrowings up to $35.0 million to fund capital expenditures for new shops,
renovations and maintenance of existing shops, and to provide ongoing working capital for other general and
corporate purposes. We will be entitled to incur additional incremental increases in the revolving credit facility of
up to $25.0 million that will be included in the credit facility if no event of default exists and certain other
requirements are met. The credit facility contains customary representations, warranties, negative and affirmative
covenants, including a requirement to maintain a maximum leverage ratio, as defined, of 2.25:1 and a minimum
debt service coverage ratio, as defined, of 1.5:1. The credit facility also limits the restricted payments to
stockholders (primarily distributions, dividends and equity repurchases) that we may make, unless we obtain
certain waivers or amendments from our lender. We were in compliance with these restrictions and conditions as
of December 29, 2013. The credit facility is secured by substantially all assets of the company. Borrowings under
the credit facility bear interest at our option at either (i) a eurocurrency rate determined by reference to the
applicable LIBOR rate plus an applicable margin or (ii) a prime rate as announced by JPMorgan Chase plus an
applicable margin. On October 24, 2013, we used $14.0 million of the net proceeds from our IPO to repay the
amounts outstanding under the credit facility. As of December 29, 2013, we had no amounts outstanding under
the credit facility.

Off-Balance Sheet Arrangements

We do not have any off-balance sheet arrangements, synthetic leases, investments in special purpose entities
or undisclosed borrowings or debt that would be required to be disclosed pursuant to Item 303 of Regulation S-K
under the Securities Exchange Act of 1934, as amended (the “Exchange Act”).

52

Contractual Obligations

The following table presents contractual obligations and commercial commitments as of December 29, 2013

(in thousands):

Payments Due By Period

Total

Less than
1 year

1-3 years 3-5 years

More than
5 years

Long-term debt (including current portion) (a) . . . . . . . . . . . . . . $
Interest on long-term debt (a) . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Operating leases (b) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Capital leases . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

1,092 $
97
186,779
174

84 $ 1,008 $ — $ —
—
66
61,180
29,791
—
29

31
55,263
102

—
40,545
43

Total

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $188,142 $29,970 $56,404 $40,588 $61,180

(a) On September 21, 2012, we entered into a five-year revolving credit facility agreement that will expire in
September 2017 and provides for borrowings up to $35.0 million to fund capital expenditures for new
shops, renovations and maintenance of existing shops and to provide ongoing working capital for other
general and corporate purposes. Interest expense on the credit facility in 2013 was $0.3 million. Long-term
debt also includes a note payable with $1.1 million outstanding as of December 29, 2013. As of
December 29, 2013, scheduled principal payments on the note payable were $0.1 million in fiscal year 2014
and $1.0 million in fiscal year 2015. The above table excludes interest on the note, payable quarterly at an
interest rate of 6%.
Includes base lease terms and certain optional renewal periods that are included in the lease term in
accordance with accounting guidance related to leases. Certain of these options are subject to escalation
based on various market-based factors.

(b)

Impact of Inflation

Our profitability is dependent, among other things, on our ability to anticipate and react to changes in the

costs of key operating resources, including food and beverages, labor, energy and other services. Substantial
increases in costs and expenses could impact our operating results to the extent such increases cannot be passed
along to our customers. Apart from the commodity effects discussed above, in general, we have been able to
substantially offset shop and operating cost increases resulting from inflation by altering our menu items,
increasing menu prices, making productivity improvements or other adjustments. However, certain areas of
costs, notably labor and utilities, can be significantly volatile or subject to significant changes due to changes in
laws or regulations, such as the minimum wage laws. There can be no assurance that we will continue to generate
increases in comparable store sales in amounts sufficient to offset inflationary or other cost pressures.

Critical Accounting Policies and Estimates

Our discussion and analysis of our financial condition and results of operations are based on our

consolidated financial statements, which have been prepared in accordance with GAAP. The preparation of our
consolidated financial statements requires us to make estimates and assumptions that affect the reported amounts
of assets and liabilities and disclosure of contingent assets and liabilities at the date of the financial statements,
and the reported amounts of revenues and expenses during the reporting period. Actual results could differ from
those estimates. Critical accounting policies are those that management believes are both most important to the
portrayal of our financial condition and operating results, and require management’s most difficult, subjective or
complex judgments, often as a result of the need to make estimates about the effect of matters that are inherently
uncertain. We base our estimates on historical experience and other factors that are believed to be reasonable
under the circumstances, the results of which form the basis for making judgments about the carrying value of
assets and liabilities that are not readily apparent from other sources. Judgments and uncertainties affecting the

53

application of those policies may result in materially different amounts being reported under different conditions
or using different assumptions. Our significant accounting policies can be found in Note 2 to our consolidated
financial statements in Item 8. We consider the following policies to be the most critical in understanding the
judgments that are involved in preparing our consolidated financial statements.

Impairment of Long-Lived Assets and Disposal of Property and Equipment

We assess potential impairments to long-lived assets, which includes property and equipment, whenever

events or circumstances indicate that the carrying amount of an asset may not be recoverable. Recoverability of
an asset is measured by a comparison of the carrying amount of an asset to its estimated undiscounted future cash
flows expected to be generated by the asset. If the carrying amount of the asset exceeds its estimated
undiscounted future cash flows, an impairment charge is recognized as the amount by which the carrying amount
of the asset exceeds the fair value of the asset. Shop-level assets are grouped at the individual shop-level for the
purpose of the impairment assessment. Due to unfavorable operating results at certain shops, we assessed the
related assets for impairment as of December 29, 2013, December 30, 2012 and December 25, 2011. Fair value
of the shop assets was determined using the discounted future cash flow method of anticipated cash flows
through the shop’s lease-end date using fair value measurement inputs classified as Level 3. Level 3 inputs are
derived from valuation techniques in which one or more significant inputs or significant value drivers are
unobservable. We used a weighted average cost of capital to discount the future cash flows. A 100 basis point
change in weighted average cost of capital would not have a material impact on the calculation of an impairment
charge. We recorded an impairment charge of $0.4 million, $0.2 million and $1.1 million for the fiscal years
2011, 2012 and 2013, respectively, which is included in impairment and loss on disposal of property and
equipment in the consolidated statements of operations. As a result of Hurricane Sandy, we recorded a charge of
$0.8 million related to the disposal of assets damaged by the storm during fiscal year 2012.

Income Taxes

Income taxes are accounted for under the asset and liability method. Deferred tax assets and liabilities are

attributable to differences between amounts recorded in our financial statements and our income tax returns.
Deferred tax assets, net of any valuation allowances, represent the future tax return consequences of those
differences and for operating loss and tax credit carryforwards, which will be deductible when the assets are
recovered. Deferred tax assets are reduced by a valuation allowance if it is deemed more likely than not that
some or all of the deferred tax assets will not be realized. In assessing the realizability of deferred tax assets, we
consider whether it is more likely than not that some portion or all of the deferred tax assets will not be realized.
The ultimate realization of deferred tax assets is dependent upon the generation of future taxable income during
the periods in which those temporary differences become deductible. We consider the scheduled reversal of
deferred tax liabilities, projected future taxable income, and tax planning strategies in making this assessment.

Prior to our fiscal quarter ended December 30, 2012, we determined that it was more likely than not our
deferred tax assets would not be fully realizable based on a history of operating losses incurred and established a
full valuation allowance in accordance with ASC Topic 740. Throughout fiscal 2012, we evaluated evidence to
determine if releasing the valuation allowance was appropriate and concluded in the fourth quarter of fiscal 2012
that it was more likely than not the deferred tax assets will ultimately be realized. In determining the likelihood
of future realization of the deferred tax assets as of December 30, 2012, we considered both positive and negative
evidence and weighted the effect of such evidence based upon its objectivity. As a result of our analysis of both
positive and negative evidence, we determined that the weight of the positive evidence, primarily related to the
cumulative income in the most recent three years and achievement of a sustained level of profitability, was
sufficient to overcome the weight of the negative evidence, primarily related to continued uncertainty in the
condition of the macro-economic environment, and recorded a $16.9 million benefit to release the full valuation
allowance against our deferred tax assets in the fourth quarter of 2012.

54

During the fourth fiscal quarter of 2013, we determined our deferred tax assets should be measured based on

a federal statutory rate of 35% as a result of utilizing our net operating losses and the expiration of favorable
federal tax depreciation rules. Accordingly, we recorded a $0.6 million tax benefit related to the increase in the
federal statutory tax rate.

Stock-Based Compensation

Our 2001 Equity Incentive Plan, 2004 Equity Incentive Plan and 2013 Long-Term Incentive Plan
(collectively, the “Plans”) permit the granting of awards to employees and non-employee officers, directors,
consultants, agents, and independent contractors of the company in the form of stock appreciation rights, stock
awards, and stock options. We account for our stock-based compensation in accordance with ASC 718, Stock
Based Compensation. Because our stock option plan contained a performance condition that restricted certain
option holders’ ability to exercise vested options until the consummation of an IPO under the Securities Act or at
the discretion of our board of directors, no compensation cost related to vested stock options with these
performance conditions was recognized until the performance condition related to an IPO was met on October 4,
2013. As a result, the compensation cost recorded upon consummation of our IPO associated with vested options
subject to the performance condition was approximately $7.6 million. For stock options granted without these
performance conditions, we record stock compensation expense on a straight-line basis over the vesting period
based on the grant-date fair value of the option, determined using the Black-Scholes option pricing valuation
model. See “Common Stock Equity Valuation” below for further information on the inputs used for the equity
valuations.

Common Stock Equity Valuations

Our policy is to have all options granted to be exercisable at a price per share not less than the per-share fair
value of our common stock underlying those options on the date of grant. The range of exercise prices of options
outstanding as of December 29, 2013 is $7 to $14 per option, and the options generally vest over a four- or five-
year period from the date of grant. For option grants and warrant issuances, we utilize the Black-Scholes-Merton
option pricing model. The Black-Scholes model requires inputs for risk-free interest rate, volatility and expected
lives of the options. Since we do not have a history of traded common stock activity, expected volatility of the
options is based on historical data from selected peer public company restaurants. The expected life of options
granted is derived from the average of the vesting period and the term of the option. The risk-free rate is based on
U.S. Treasury rates in effect at the time of the grant with a similar duration of the expected life of the options.

For the fiscal years 2011 and 2012 and the first nine months of 2013, we measured our redeemable
convertible preferred stock at its maximum redemption value for each reporting period. The fair value of the
company, used to calculate the maximum redemption value of the redeemable convertible preferred stock and to
measure the value of the common stock as a key assumption in our stock options, was determined with assistance
from an independent third-party valuation specialist utilizing Level 3 inputs. The valuations of the company and
our common stock were determined based on valuation methodologies and assumptions selected in accordance
with the guidelines outlined in the American Institute of Certified Public Accountants Practice Aid, Valuation of
Privately-Held-Companies Equity Securities Issued as Compensation. In the absence of observable market data
regarding the value of our stock, the valuation of the company and our common stock was estimated using
multiple valuation approaches, primarily an income and market approach. In conjunction with our IPO which
closed on October 9, 2013, the preferred stock was automatically converted into common stock; therefore, no
calculation of the maximum redemption value was performed for the fourth quarter of 2013. See Note 9—Capital
Stock and Warrants to our consolidated financial statements in Item 8 for further information on the conversion.

The income approach is based on the present value of estimated future cash flows and relies upon significant

assumptions and estimates, including those related to the selected discount rate and forecasted revenues and
expenses. The market approach is based on a comparison to observed fair values of comparable peer companies
and recent market transactions, adjusted for the relative size and profitability of these peer companies.

55

The table below sets forth the options granted during fiscal year ended December 29, 2013:

Grant Date

2/26/2013 . . . . . . . . . . . . . . . . . . . . . .
3/5/2013 . . . . . . . . . . . . . . . . . . . . . . .
4/9/2013 . . . . . . . . . . . . . . . . . . . . . . .
8/1/2013 . . . . . . . . . . . . . . . . . . . . . . .
8/5/2013 . . . . . . . . . . . . . . . . . . . . . . .
8/8/2013 . . . . . . . . . . . . . . . . . . . . . . .
8/19/2013 . . . . . . . . . . . . . . . . . . . . . .
8/26/2013 . . . . . . . . . . . . . . . . . . . . . .
10/4/2013 . . . . . . . . . . . . . . . . . . . . . .

Number of
Options Granted

Exercise
Price

Grant-date
Fair Value of
Common Stock

Grant-date Black-
Scholes Fair Value
of Option

59,864
290,149
48,667
122,271
15,000
227,187
81,064
2,750
395,000

$ 9.47
9.47
9.47
10.59
10.59
10.59
10.59
10.59
14.00

$ 9.47
9.47
9.47
10.59
10.59
10.59
10.59
10.59
14.00

$

3.88
4.16 - 4.39
4.05 - 4.13
4.58
5.57
5.28
4.57
5.62
7.20

The table below sets forth the range of assumptions used to determine fair value of the various option grants

and warrant issuances during fiscal year ended December 29, 2013, utilizing the Black-Scholes-Merton option
pricing model. We used the simplified method for determining the expected life of the options. We were unable
to calculate specific stock price volatility as a private company, and as such, we used a blended volatility rate for
comparable publicly traded companies.

. . . . . . . .
Common stock fair value:
Expected life of options:
. . . . . . . . .
Volatility: . . . . . . . . . . . . . . . . . . . . .
Risk-free interest rate:
. . . . . . . . . . .
Dividend yield: . . . . . . . . . . . . . . . . .

$9.47 to $14.00 per share;
5.0 to 7.0 years;
45.0% to 48.3%;
0.7% to 2.1%;
—

56

ITEM 7A. QUANTITATIVE AND QUALITATIVE DISCLOSURES ABOUT MARKET RISK

Interest Rate Risk

We are subject to interest rate risk in connection with borrowings under our credit facility, which bear
interest at variable rates. On October 24, 2013, we used $14.0 million of the net proceeds from our IPO to repay
the amounts outstanding under the credit facility. As of December 29, 2013, we had no amounts outstanding
under our credit facility and $1.1 million outstanding related to our note payable. A 100 basis point change in the
interest rate would not have a material impact on our financial condition or results of operations. We did not have
any material exposure to interest rate market risks for fiscal year 2013.

Commodity Price Risk

We are also exposed to commodity price risks. Many of the food products we purchase are subject to
changes in the price and availability of food commodities, including among other things beef, poultry, grains,
dairy and produce. Prices may be affected due to market changes, increased competition, the general risk of
inflation, shortages or interruptions in supply due to weather, disease or other conditions beyond our control, or
other reasons. For example, the drought conditions of 2012 increased certain commodity prices, including beef.
We have partially offset these costs by increasing menu prices. We work with our suppliers and use a mix of
forward pricing protocols for certain items under which we agree with our supplier on fixed prices for deliveries
at some time in the future, fixed pricing protocols under which we agree on a fixed price with our supplier for the
duration of that protocol, and formula pricing protocols under which the prices we pay are based on a specified
formula related to the prices of the goods, such as spot prices. Our use of any forward pricing arrangements
varies substantially from time to time and these arrangements tend to cover relatively short periods (i.e., typically
twelve months or less). We do not enter into futures contracts or other derivative instruments. Increased prices or
shortages could generally affect the cost and quality of the items we buy or may require us to further raise prices
or limit our menu options. These events, combined with other general economic and demographic conditions,
could impact our pricing and negatively affect our sales and profit margins.

57

ITEM 8. FINANCIAL STATEMENTS AND SUPPLEMENTARY DATA

Report of Independent Registered Public Accounting Firm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Consolidated Balance Sheets as of December 29, 2013 and December 30, 2012 . . . . . . . . . . . . . . . . . . . . . . .

59

60

Consolidated Statements of Operations for the years ended December 29, 2013, December 30, 2012 and

December 25, 2011 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

61

Consolidated Statements of Redeemable Convertible Preferred Stock and Equity (Deficit) for the years

ended December 29, 2013, December 30, 2012 and December 25, 2011 . . . . . . . . . . . . . . . . . . . . . . . . . . .

62

Consolidated Statements of Cash Flows for the years ended December 29, 2013, December 30, 2012 and

December 25, 2011 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Notes to the Consolidated Financial Statements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

64

65

58

Report of Independent Registered Public Accounting Firm

To the Stockholders and Board of Directors of
Potbelly Corporation and subsidiaries

We have audited the accompanying consolidated balance sheets of Potbelly Corporation and subsidiaries
(the “Company”) as of December 29, 2013 and December 30, 2012, and the related consolidated statements of
operations, redeemable convertible preferred stock and equity (deficit), and cash flows for each of the three years
in the period ended December 29, 2013. These consolidated financial statements are the responsibility of the
Company’s management. Our responsibility is to express an opinion on these consolidated financial statements
based on our audits.

We conducted our audits in accordance with the standards of the Public Company Accounting Oversight
Board (United States). Those standards require that we plan and perform the audit to obtain reasonable assurance
about whether the financial statements are free of material misstatement. The Company is not required to have,
nor were we engaged to perform, an audit of its internal control over financial reporting. Our audits included
consideration of internal control over financial reporting as a basis for designing audit procedures that are
appropriate in the circumstances, but not for the purpose of expressing an opinion on the effectiveness of the
Company’s internal control over financial reporting. Accordingly, we express no such opinion. An audit also
includes examining, on a test basis, evidence supporting the amounts and disclosures in the financial statements,
assessing the accounting principles used and significant estimates made by management, as well as evaluating
the overall financial statement presentation. We believe that our audits provide a reasonable basis for our
opinion.

In our opinion, such consolidated financial statements present fairly, in all material respects, the financial
position of the Company as of December 29, 2013 and December 30, 2012, and the results of their operations
and their cash flows for each of the three years in the period ended December 29, 2013, in conformity with
accounting principles generally accepted in the United States of America.

/s/ Deloitte & Touche LLP
Chicago, Illinois

March 5, 2014

59

POTBELLY CORPORATION AND SUBSIDIARIES
Consolidated Balance Sheets

(amounts in thousands, except share and par value data)

ASSETS
Current assets

Cash and cash equivalents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Accounts receivable, net of allowances of $6 and $16 as of December 29, 2013

and December 30, 2012, respectively . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Inventories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Prepaid expenses and other current assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Total current assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Property and equipment, net
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Intangible assets, net
Goodwill
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Deferred income taxes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Deferred expenses, net and other assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

December 29,
2013

December 30,
2012

$ 69,579

$ 22,595

2,991
2,263
6,965

81,798
78,983
3,404
1,428
17,297
3,170

3,276
1,910
4,683

32,464
69,309
3,404
1,428
16,110
3,984

Total assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

$ 186,080

$ 126,699

LIABILITIES AND EQUITY
Current liabilities

Accounts payable . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Accrued expenses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Accrued income taxes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Current portion of long-term debt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

$

Total current liabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Long-term debt, net of current portion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Deferred rent and landlord allowances . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Other long-term liabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Total liabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Commitments and contingencies
Redeemable convertible preferred stock, $0.01 par value—authorized 10,000,000

and 17,183,632 shares as of December 29, 2013 and December 30, 2012,
respectively; issued and outstanding no shares and 16,086,375 shares as of
December 29, 2013, and December 30, 2012, respectively . . . . . . . . . . . . . . . . . . . .

Equity (deficit)

Common stock, $0.01 par value—authorized 200,000,000 and 35,500,000

shares as of December 29, 2013 and December 30, 2012, respectively; issued
and outstanding 29,148,029 and 4,233,977 shares as of December 29, 2013
and December 30, 2012, respectively . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Warrants . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Additional paid-in-capital
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Accumulated (deficit)

Total stockholders’ equity (deficit) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Non-controlling interest . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Total equity (deficit)

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

2,078
16,337
216
74

18,705
1,018
12,288
796

32,807

$

2,586
14,553
81
74

17,294
15,095
11,849
846

45,084

—

250,343

291
909
383,077
(231,232)

153,045
228

153,273

42
1,552
—

(170,518)

(168,924)
196

(168,728)

Total liabilities and equity (deficit)

. . . . . . . . . . . . . . . . . . . . . . . . . .

$ 186,080

$ 126,699

See accompanying notes to the consolidated financial statements.

60

POTBELLY CORPORATION AND SUBSIDIARIES
Consolidated Statements of Operations

(amounts in thousands, except share and per share data)

Fiscal Year

2013

2012

2011

Revenues
Sandwich shop sales, net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Franchise royalties and fees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

$

Total revenues . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

298,574
1,138

299,712

$ 274,070
844

$ 237,463
503

274,914

237,966

Expenses

Sandwich shop operating expenses

Cost of goods sold, excluding depreciation . . . . . . . . . .
Labor and related expenses . . . . . . . . . . . . . . . . . . . . . . .
Occupancy expenses . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Other operating expenses . . . . . . . . . . . . . . . . . . . . . . . .
General and administrative expenses . . . . . . . . . . . . . . . . . . . . . . . . . . .
Depreciation expense . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Pre-opening costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Impairment and loss on disposal of property and equipment . . . . . . . . .

87,380
83,579
36,394
30,781
39,656
17,875
1,437
1,135

79,847
77,479
32,016
28,119
29,624
16,219
2,051
994

68,491
67,036
26,511
24,095
26,911
14,838
1,521
365

Total expenses . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

298,237

266,349

229,768

Income from operations . . . . . . . . . . . . . . . . . . . . . . . . .
Interest expense . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Other expense . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Income before income taxes . . . . . . . . . . . . . . . . . . . . . .
Income tax (benefit) expense . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Net income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . .

Net income (loss) attributable to non-controlling interest

Net income attributable to Potbelly Corporation . . . . . .
Dividend declared and paid to common and preferred shareholders . . .
Accretion of redeemable convertible preferred stock to maximum

1,475
387
2

1,086
(204)
1,290
32

1,258
(49,854)

8,565
541
6

8,018
(15,994)
24,012
(34)

24,046
—

8,198
495
1

7,702
537
7,165
—

7,165
—

redemption value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

(15,097)

(10,495)

(17,410)

Net (loss) income attributable to common

stockholders . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

$

(63,693) $

13,551

$ (10,245)

Net (loss) income per common share attributable to common

stockholders:

Basic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Diluted . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

$
$

(6.29) $
(6.29) $

0.72
0.66

$
$

(2.35)
(2.35)

Weighted average common shares outstanding:

Basic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Diluted . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

10,132,805
10,132,805

4,013,414
4,388,822

4,359,930
4,359,930

See accompanying notes to the consolidated financial statements.

61

Balance at December 26, 2010 . . . . . . 4,197,377

Balance at December 25, 2011 . . . . . . 3,697,377

6
2

Balance at December 30, 2012 . . . . . . 3,697,377

Net income . . . . . . . . . . . . . . . . .
Repurchase of common stock . . .
Repurchase of preferred stock . . .
Exercise of stock warrants . . . . . .
Exercise of stock options . . . . . . .
Changes in redemption value of

preferred stock . . . . . . . . . . . . .

Amortization of stock-based

compensation . . . . . . . . . . . . . .

Net income . . . . . . . . . . . . . . . . .
Contributions from non-

controlling interest . . . . . . . . . .
Issuance of stock warrants . . . . . .
Exercise of stock warrants . . . . . .
Changes in redemption value of

preferred stock . . . . . . . . . . . . .

Amortization of stock-based

compensation . . . . . . . . . . . . . .

Net income . . . . . . . . . . . . . . . . .
Beneficial conversion charge . . .
Cash dividends declared . . . . . . .
Common stock issuance, net of

fees . . . . . . . . . . . . . . . . . . . . .

Changes in redemption value of

preferred stock . . . . . . . . . . . . .

Conversion of preferred stock to

Shares cancelled in lieu of

payment of payroll taxes . . . . .
Exercise of stock options . . . . . . .
Excess tax benefits associated

with exercise of stock
options . . . . . . . . . . . . . . . . . . .

Exercise of stock warrants
Amortization of stock-based

compensation . . . . . . . . . . . . . .
Balance at December 29, 2013 . . . . . .

POTBELLY CORPORATION AND SUBSIDIARIES
Consolidated Statements of Redeemable Convertible Preferred Stock and Equity (Deficit)

(amounts in thousands, except share data)

Redeemable Convertible Preferred Stock

Series A

Series B

Series C

Series D

Series E

Series F

Total

Shares Amount
51,255
—
—
(6,106)
—
—

(500,000)

—
—

—
—

Shares Amount
40,178
3,290,294
—
—
—
—
—

—
—
—
—
—

Shares Amount
20,280
1,646,595
—
—
—
—
—

—
—
—
—
—

Shares Amount
19,500
1,250,000
—
—
—
—
—

—
—
—
—
—

Shares Amount
72,814
4,194,366
—
—
—
—
—

—
—
—
—
—

Shares Amount
24,517
2,007,743
—
—
—
—
—

—
—
—
—
—

Shares

Amount
16,586,375 228,544

(500,000)

—
—

—
—

—
—
(6,106)
—
—

—

—

—

—
—
—

—

—

—
—
—

—

—

5,488

—
50,637
—

—
—
—

2,159

—
52,796
—
—
—

—

3,582

—

—

3,290,294

—

—
—
—

—

—

3,290,294

—
—
—

—

—

4,884

—
45,062
—

—
—
—

1,921

—
46,983
—
—
—

—

3,188

—

—

1,646,595

—

—
—
—

—

—

1,646,595

—
—
—

—

—

2,465

—
22,745
—

—
—
—

970

—
23,715
—
—
—

—

1,609

— (1,930)

—

1,250,000

—

—
17,570
—

—

—

4,194,366

—

—
—
—

—

—

1,250,000

—
—
—

—

—

—
—
—

749

—
18,319
—
—
—

—

1,251

—
—
—

—

—

4,194,366

—
—
—

—

—

3,523

—
76,337
—

—
—
—

3,524

—
79,861
—
—
—

—

3,523

—

—

2,007,743

—

—
—
—

—

—

2,007,743

—
—
—

—

—

2,980

—
27,497
—

—
—
—

1,172

—
28,669
—
—
—

—

1,944

— 17,410

—

—

16,086,375 239,848

—

—

—
—
—

—
—
—

— 10,495

—

—

16,086,375 250,343

—
—
—

—
—
—

—

—

— 15,097

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

—
—

See accompanying notes to the consolidated financial statements.

common stock . . . . . . . . . . . . . (3,697,377) (56,378) (3,290,294) (50,171) (1,646,595) (25,324) (1,250,000) (19,570) (4,194,366) (83,384) (2,007,743) (30,613) (16,086,375) (265,440)

POTBELLY CORPORATION AND SUBSIDIARIES
Consolidated Statements of Redeemable Convertible Preferred Stock and Equity (Deficit)—(Continued)

(amounts in thousands, except share data)

Common Stock

Balance at December 26, 2010 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Net income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Repurchase of common stock . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Repurchase of preferred stock . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Exercise of stock warrants . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Exercise of stock options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Changes in redemption value of preferred stock . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Amortization of stock-based compensation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Balance at December 25, 2011 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Net income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Contributions from non-controlling interest . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Issuance of stock warrants . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Exercise of stock warrants . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Changes in redemption value of preferred stock . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Amortization of stock-based compensation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Balance at December 30, 2012 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Net income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Beneficial conversion charge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Cash dividends declared . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Common stock issuance, net of fees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Changes in redemption value of preferred stock . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Conversion of preferred stock to common stock . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Shares cancelled in lieu of payment of payroll taxes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Exercise of stock options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Excess tax benefits associated with exercise of stock options . . . . . . . . . . . . . . . . . . . . . . . . . . .
Exercise of stock warrants . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Amortization of stock-based compensation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Balance at December 29, 2013 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

6
3

Shares
4,978,621
—

(1,180,748)

—
55,000
120,000
—
—

3,972,873
—
—
—
261,104
—
—

4,233,977
—
—
—
8,709,785
—
16,086,375
—
—
—
117,892
—

29,148,029

Amount

50
—
(12)
—
1
1

—
—

40
—
—
—
2

—
—

42
—
—
—
87
—
160
—
1

—

1

—
$291

Equity (Deficit)

Additional
Paid-In-
Capital
—
—
—
(1,106)
157
479
(3,266)
1,524
—
—
—
(909)
1,425
(3,341)
2,825
—
—
50
(49,854)
108,234
46,825
265,280
(165)
146
308
643
11,610
$383,077

Accumulated
Earnings/
(Deficit)
(171,918)
7,165
(8,513)
—
—
—
(14,144)
—

(187,410)
24,046
—
—
—
(7,154)
—

(170,518)
1,258
(50)
—
—
(61,922)
—
—
—
—
—
—

$(231,232)

Warrants
2,225
—
—
—
(157)
—
—
—
2,068
—
—
909
(1,425)
—
—
1,552
—
—
—
—
—
—
—
—
—
(643)
—
909

$

Non-
Controlling
Interest
—
—
—
—
—
—
—
—
—
(34)
230
—
—
—
—
196
32

—
—
—
—
—
—
—
—
—
—
$228

Total
Equity
(Deficit)
(169,643)
7,165
(8,525)
1,106
1
480
(17,410)
1,524
(185,302)
24,012
230
—
2
(10,495)
2,825
(168,728)
1,290
—
(49,854)
108,321
(15,097)
265,440
(165)
147
308
1
11,610
$153,273

See accompanying notes to the consolidated financial statements.

POTBELLY CORPORATION AND SUBSIDIARIES
Consolidated Statements of Cash Flows

(amounts in thousands)

CASH FLOWS FROM OPERATING ACTIVITIES:

Net income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Adjustments to reconcile net income to net cash provided by operating activities:
Depreciation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Deferred income tax . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Deferred rent and landlord allowances . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Amortization of stock compensation expense . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Excess tax benefit from stock-based compensation . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Asset impairment, store closure and disposal of property and equipment . . . . . . . . . . .
Amortization of debt issuance costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Changes in operating assets and liabilities:
Accounts receivable, net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Inventories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Prepaid expenses and other assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Accounts payable . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Accrued and other liabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Fiscal Year

2013

2012

2011

$

1,290

$ 24,012

$ 7,165

17,875
(1,969)
440
11,610
(308)
1,142
64

285
(353)
(2,076)
(176)
2,056

16,219
(16,870)
987
2,825
—
994
154

(922)
(213)
(838)
(361)
(902)

14,838
113
(295)
1,524
—
365
151

(389)
(377)
(1,467)
(2,200)
693

Net cash provided by operating activities . . . . . . . . . . . . . . . . . . . . . . . . . . . .

29,880

25,085

20,121

CASH FLOWS FROM INVESTING ACTIVITIES:

Purchases of property and equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

(28,098)

(25,936)

(17,758)

Net cash used in investing activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

(28,098)

(25,936)

(17,758)

CASH FLOWS FROM FINANCING ACTIVITIES:

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Proceeds from long-term debt
Payments on debt . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Payments on note payable . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Payment of deferred financing costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Proceeds from exercise of stock options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Proceeds from exercise of stock warrants . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Shares cancelled in lieu of payment of payroll taxes . . . . . . . . . . . . . . . . . . . . . . . . . . .
Preferred stock repurchase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Common stock repurchase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Excess tax benefit from stock-based compensation . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Issuance of common stock, net of underwriting fees . . . . . . . . . . . . . . . . . . . . . . . . . . .
Payment of costs associated with initial public offering . . . . . . . . . . . . . . . . . . . . . . . .
Contributions from non-controlling interest . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Cash dividend on preferred and common stock . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Net cash provided by (used in) financing activities . . . . . . . . . . . . . . . . . . . .

NET (DECREASE) INCREASE IN CASH AND CASH EQUIVALENTS . . . . . . . . . . . . .
CASH AND CASH EQUIVALENTS AT BEGINNING OF PERIOD . . . . . . . . . . . . . . . .

—
(14,000)
(79)
—
147
1
(165)
—
—
308
110,343
(1,499)
—
(49,854)

45,202

46,984
22,595

14,221
(14,221)
(74)
(335)
—

2
—
—
—
—
—
(523)
230
—

(700)

(1,551)
24,146

10,000
(4,000)
(153)
—
480
1
—
(5,000)
(8,525
—
—
—
—
—

(7,197)

(4,834)
28,980

CASH AND CASH EQUIVALENTS AT END OF PERIOD . . . . . . . . . . . . . . . . . . . . . . .

$ 69,579

$ 22,595

$ 24,146

Supplemental cash flow information:
Income taxes paid . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Interest paid . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Supplemental non-cash investing and financing activities:
Unpaid liability for purchases of property and equipment . . . . . . . . . . . . . . . . . . . . . . . . . . .
Accretion of redeemable convertible preferred stock to maximum redemption value . . . . .

$

1,808
332

$ 1,050
383

$

452
344

$
2,636
$ 15,097

$ 2,262
$ 10,495

$
451
$ 17,410

See accompanying notes to the consolidated financial statements.

64

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

(1) Organization and Other Matters

Business

Potbelly Corporation (the “Company” or “Potbelly”), through its wholly-owned subsidiary, Potbelly
Sandwich Works LLC, operates Potbelly Sandwich Works sandwich shops in 21 states and the District of
Columbia. As of fiscal years ended 2011, 2012 and 2013, the Company had 234, 264 and 296 company-operated
shops in operation, respectively. During fiscal year 2011, the Company opened 21 new shops and closed five
shops. During fiscal year 2012, the Company opened 31 new shops and closed one shop. During fiscal year 2013,
the Company opened 34 new shops and closed two shops.

The Company also sells and administers franchises of new Potbelly Sandwich Works sandwich shops. The
first domestic and international franchise locations administered by the Company opened during February 2011.
As of December 29, 2013, eleven franchised shops were in operation in domestic locations and twelve franchised
shops were in operation in the Middle East.

Initial Public Offering

On October 9, 2013, the Company completed an initial public offering (“IPO”) of 8,625,000 shares of

common stock, which included 1,125,000 shares of common stock issued upon the exercise in full of the
underwriters’ option to purchase additional shares. The Company sold 8,474,869 shares of common stock and
certain stockholders sold 150,131 shares of common stock. The Company received net proceeds from the
offering of approximately $108.8 million, after deducting the underwriting discount and other estimated offering
expenses. The Company did not receive any proceeds from the shares sold by the selling stockholders.

The Company used the net proceeds received from the sale of its shares to pay a previously-declared one-
time cash dividend of $49.9 million on shares outstanding on October 8, 2013 and also to repay borrowings of
approximately $14.0 million under its senior credit facility. The Company will continue to use the remaining
proceeds for working capital and general corporate purposes.

Because the initial public offering was a qualified IPO, as defined, all outstanding preferred stock

automatically converted into common stock upon the closing of the offering. All dividends accrued on the shares
of preferred stock were forfeited at the time of such conversion. Additionally, all outstanding options to purchase
non-voting common stock of the Company automatically converted into options to purchase common stock upon
the closing of the initial public offering.

(2) Summary of Significant Accounting Policies

(a) Principles of Consolidation

The consolidated financial statements include the accounts of Potbelly Corporation; its wholly owned
subsidiary, Potbelly Illinois, Inc. (“PII”); PII’s wholly owned subsidiaries, Potbelly Franchising, LLC, Potbelly
Sandwich Works LLC (“LLC”) and 17 of LLC’s wholly owned subsidiaries, collectively, the “Company.” All
significant intercompany balances and transactions have been eliminated in consolidation. For consolidated joint
venture, non-controlling interest represents the non-controlling partner’s share of the assets, liabilities and
operations related to the joint venture investment in Potbelly Airport II Boston, LLC, related to one shop located
in the Boston Logan International Airport. The Company owns a seventy-five percent interest in this
consolidated joint venture.

The Company does not have any components of other comprehensive income (loss) recorded within its

consolidated financial statements, and, therefore, does not separately present a statement of comprehensive
income (loss) in its consolidated financial statements.

65

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

(b) Reporting Period

The Company uses a 52/53-week fiscal year that ends on the last Sunday of the calendar year.

Approximately every five or six years a 53rd week is added. Fiscal 2011 and fiscal 2013 each consisted of 52
weeks. Fiscal 2012 consisted of 53 weeks.

(c) Segment Reporting

The Company owns and operates Potbelly Sandwich Works sandwich shops in the United States. The
Company also has domestic and international franchise operations of new Potbelly Sandwich Works sandwich
shops. The Company’s chief operating decision maker (the “CODM”) is its Chief Executive Officer. As the
CODM reviews financial performance and allocates resources at a consolidated level on a recurring basis, the
Company has one operating segment and one reportable segment.

(d) Use of Estimates

The preparation of financial statements in conformity with generally accepted accounting principles in the

United States (“GAAP”) requires management to make estimates and assumptions, primarily related to the long-
lived assets, income taxes, stock-based compensation and common stock equity valuations, that affect the
reported amounts of assets and liabilities and disclosure of contingent assets and liabilities as of the date of the
financial statements and the reported amounts of revenues and expenses during the reporting period. Actual
results could differ from those estimates.

(e) Fair Value Measurements

The Company applies fair value accounting for all financial assets and liabilities and nonfinancial assets and
liabilities that are recognized or disclosed at fair value in the financial statements on a recurring basis. Fair value
is defined as the price that would be received from selling an asset or paid to transfer a liability in an orderly
transaction between market participants at the measurement date. When determining the fair value measurements
for assets and liabilities that are required to be recorded at fair value, the Company assumes the highest and best
use of the asset by market participants in which the Company would transact and the market-based risk
measurements or assumptions that market participants would use in pricing the asset or liability, such as inherent
risk, transfer restrictions, and credit risk.

The Company applies the following fair value hierarchy, which prioritizes the inputs used to measure fair

value into three levels, and bases the categorization within the hierarchy upon the lowest level of input that is
available and significant to the fair value measurement:

• Level 1—Quoted prices in active markets for identical assets or liabilities.

• Level 2—Observable inputs other than quoted prices in active markets for identical assets or liabilities,
quoted prices for identical or similar assets or liabilities in inactive markets, or other inputs that are
observable or can be corroborated by observable market data for substantially the full term of the assets
or liabilities.

• Level 3—Inputs that are both unobservable and significant to the overall fair value measurement reflect
an entity’s estimates of assumptions that market participants would use in pricing the asset or liability.

(f) Financial Instruments

The Company records all financial instruments at cost, which is the fair value at the date of transaction. The
amounts reported in the consolidated balance sheets for cash, accounts receivable, accounts payable and accrued
liabilities approximate their fair value because of the short-term maturities of these instruments.

66

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

(g) Cash and Cash Equivalents

The Company considers all highly liquid investment instruments with an initial maturity of three months or

less when purchased to be cash equivalents. The Company maintains its cash in bank deposit accounts that, at
times, may exceed federally insured limits; however, the Company has not experienced any losses in these
accounts. The Company believes it is not exposed to any significant credit risk. The Company’s money market
funds are valued at the closing price reported by the fund sponsor from an actively traded exchange. These are
included within cash equivalents and restricted cash as Level 1 measurements.

(h) Accounts Receivable, net

Accounts receivable, net consists of credit card and miscellaneous receivables. The Company had credit
card receivables of $1.4 million, $1.6 million and $3.0 million as of December 25, 2011, December 30, 2012 and
December 29, 2013, respectively.

(i) Inventories

Inventories, which consist of food products, paper goods and supplies, and promotional items, are valued at

the lower of cost (first-in, first-out) or market. No adjustment is deemed necessary to reduce inventory to the
lower of cost or market value due to the rapid turnover and high utilization of inventory.

(j) Property and Equipment

Property and equipment acquired is recorded at cost less accumulated depreciation. Property and equipment

is depreciated based on the straight-line method over the estimated useful lives, generally ranging from three to
five years for furniture and fixtures, computer equipment, computer software, and machinery and equipment.
Leasehold improvements are depreciated over the shorter of their estimated useful lives or the related lease life,
generally 10 to 15 years. For leases with renewal periods at the Company’s option, the Company determines the
expected lease period based on whether the renewal of any options are reasonably assured at the inception of the
lease.

Direct costs and expenditures for refurbishments and improvements that significantly add to the productive

capacity or extend the useful life of an asset are capitalized, whereas the costs of repairs and maintenance are
expensed when incurred. The Company capitalizes certain internal costs associated with the development,
design, and construction of new shop locations as these costs have a future benefit to the Company. The
Company capitalized costs of $0.6 million, $0.7 million and $0.7 million for the fiscal years ended December 25,
2011, December 30, 2012 and December 29, 2013, respectively. Capitalized costs are recorded as part of the
asset to which they relate, primarily to leasehold improvements, and such costs are amortized over the asset’s
useful life. When assets are retired or sold, the asset cost and related accumulated depreciation are removed from
the balance sheet and any gain or loss is recorded in the statement of operations.

The Company assesses potential impairments to its long-lived assets, which includes property and
equipment, whenever events or circumstances indicate that the carrying amount of an asset may not be
recoverable. Recoverability of an asset is measured by a comparison of the carrying amount of an asset group to
its estimated undiscounted future cash flows expected to be generated by the asset. If the carrying amount of the
asset group exceeds its estimated undiscounted future cash flows, an impairment charge is recognized as the
amount by which the carrying amount of the asset exceeds the fair value of the asset. Shop-level assets are
grouped together for the purpose of the impairment assessment. Due to unfavorable operating results at certain
shops, the Company assessed the related assets for impairment for fiscal years 2011, 2012 and 2013. The fair

67

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

value of the shop assets was determined using the discounted future cash flow method of anticipated cash flows
through the shop’s lease-end date using fair value measurement inputs classified as Level 3. Level 3 inputs are
derived from valuation techniques in which one or more significant inputs or significant value drivers are
unobservable. The Company used a weighted average cost of capital to discount the future cash flows. The
Company recorded impairment charges of $0.4 million, $0.2 million and $1.1 million for the fiscal years 2011,
2012 and 2013, respectively, which is included in impairment and loss on disposal of property and equipment in
the consolidated statements of operations. As a result of Hurricane Sandy, the Company recorded a charge of
$0.8 million related to the disposal of assets damaged by the storm in fiscal 2012.

(k) Intangible Assets

The Company reviews indefinite-lived intangible assets, which includes goodwill and tradenames, annually

at fiscal year-end for impairment or more frequently if events or circumstances indicate that the carrying value
may not be recoverable. An impaired asset is written down to its estimated fair value based on the most recent
information available. The Company assesses the fair values of its intangible assets, and its reporting unit for
goodwill testing purposes, using both an income-based approach and a market approach. Under the income
approach, fair value is based on the present value of estimated future cash flows. The income approach is
dependent on a number of factors, including forecasted revenues and expenses, appropriate discount rates and
other variables. The market approach measures fair value by comparison to the observed fair values of
comparable companies, adjusted for the relative size and profitability of these comparable companies. The annual
impairment review utilizes the estimated fair value of the intangible assets and the overall reporting unit and
compares the estimated fair values to the carrying values as of the testing date. If the carrying value of these
intangible assets or the reporting unit exceeds the fair values, the Company would then use the fair values to
measure the amount of any required impairment charge. No impairment charge was recognized for intangible
assets for any of the fiscal periods presented.

(l) Pre-opening Costs

Pre-opening costs are expensed as incurred and primarily consist of manager salaries and training, travel,
employee payroll, and related training costs incurred prior to the opening of a restaurant, as well as occupancy
costs incurred from when the Company takes site possession to shop opening.

(m) Advertising Expenses

Advertising costs are expensed as incurred and are included in general and administrative expenses in the

consolidated statements of operations. Advertising expenses were $2.4 million, $1.8 million and $1.6 million in
fiscal years 2011, 2012 and 2013, respectively.

(n) Income Taxes

Income taxes are accounted for under the asset and liability method. Deferred tax assets and liabilities are
attributable to differences between financial statement and income tax reporting. Deferred tax assets, net of any
valuation allowances, represent the future tax return consequences of those differences and for operating loss and
tax credit carryforwards, which will be deductible when the assets are recovered. Deferred tax assets are reduced
by a valuation allowance if it is deemed more likely than not that some or all of the deferred tax assets will not be
realized. In making this assessment of realizability of deferred tax assets, the Company considers whether it is
more likely than not that some portion or all of the deferred tax assets will not be realized. The ultimate
realization of deferred tax assets is dependent upon the generation of future taxable income during the periods in
which those temporary differences become deductible. The Company considers the scheduled reversal of

68

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

deferred tax liabilities, projected future taxable income, and tax planning strategies in making this assessment.
Deferred tax liabilities are recognized for temporary differences that will be taxable in future years’ tax returns.

The Company accounts for uncertain tax positions under current accounting guidance, which prescribes a
minimum probability threshold that a tax position must meet before a financial statement benefit is recognized.
The minimum threshold is defined as a tax position that is more likely than not to be sustained upon examination
by tax authorities, based on the technical merits of the position. The tax benefit to be recognized is measured as
the largest amount of benefit that is greater than fifty percent likely of being realized upon ultimate settlement.

(o) Stock-Based Compensation

The Company’s 2001 Equity Incentive Plan, 2004 Equity Incentive Plan and 2013 Long-Term Incentive
Plan permit the granting of awards to employees and non-employee officers, consultants, agents, and independent
contractors of the Company in the form of stock appreciation rights, stock awards, and stock options. The
Company accounts for its stock-based employee compensation in accordance with ASC 718, Stock Based
Compensation. The Company’s stock option plan contained a performance condition that restricted certain option
holders’ ability to exercise vested options until the consummation of an IPO under the Securities Act of 1933, as
amended (the “Securities Act”), or at the discretion of the Company’s board of directors. As a result,
compensation cost related to vested employee stock options with these performance conditions was not
recognized until October 2013 when the performance conditions were met as a result of the IPO. The Company
recorded a $7.6 million charge associated with vested options, which was determined using the Black-Scholes
option pricing valuation model. For stock options granted without performance conditions, the Company records
stock compensation expense on a straight-line basis over the vesting period based on the grant-date fair value of
the option, determined using the Black-Scholes option pricing valuation model.

(p) Leases

The Company leases retail shops, warehouse and office space under operating leases. Most lease agreements
contain tenant improvement allowances, rent holidays, lease premiums, rent escalation clauses, and/or contingent
rent provisions. For purposes of recognizing incentives, premiums, and minimum rental expenses on a
straight-line basis over the terms of the leases, the Company uses the date it takes possession of the leased space
for construction purposes as the beginning of the term, which is generally two to three months prior to a shop’s
opening date. For leases with renewal periods at the Company’s option, the Company determines the expected
lease period based on whether the renewal of any options are reasonably assured at the inception of the lease. In
addition to rental expense, certain leases require the Company to pay a portion of real estate taxes, utilities,
building operating expenses, insurance and other charges in addition to rent.

For tenant improvement allowances, rent escalations, and rent holidays, the Company records a deferred
rent liability in its consolidated balance sheets and amortizes the deferred rent over the terms of the leases as
reductions to occupancy expense in the consolidated statements of operations.

(q) Revenue Recognition

Revenue from retail shops are presented net of discounts and recognized when food and beverage products

are sold. Sales taxes collected from customers are excluded from revenues and the obligation is included in
accrued liabilities until the taxes are remitted to the appropriate taxing authorities.

Revenues from the Company’s gift cards are deferred and recognized upon redemption or after a period of

36 months of inactivity on gift card balances (“gift card breakage”) and the Company does not have a legal

69

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

obligation to remit the value of the unredeemed gift cards to the relevant jurisdictions. The Company recognized
$0.2 million, $0.1 million and $0.1 million in gift card breakage income included in other operating expenses in
the consolidated statements of operations for the fiscal years ended 2011, 2012 and 2013, respectively.

The Company earns an initial franchise fee and ongoing royalty fees under the Company’s franchise
agreements. Initial franchise fee revenue is recognized at the point a franchise shop opens for business to the
public, as this is the point in time when the Company has substantially performed all initial services required
under the franchise agreement. The Company recognized franchise fee revenue of $0.2 million in each fiscal year
2011 and 2012 and $0.3 million in fiscal year 2013. Initial franchise fee payments received by the Company
before the shop opens are recorded as deferred revenue in the consolidated balance sheet. The Company had
deferred revenue of $0.1 million, $0.1 million and $0.2 million recorded as accrued expenses as of December 25,
2011, December 30, 2012 and December 29, 2013, respectively. Royalty fees are based on a percentage of sales
and are recorded as revenue as the fees are earned and become receivable from the franchisee. The Company
recognized royalty fees revenue of $0.3 million, $0.7 million and $0.8 million for fiscal years 2011, 2012, and
2013, respectively.

(r) Recent Accounting Pronouncements

In July 2013, the Financial Accounting Standards Board (FASB) issued Accounting Standards Update
No. 2013-11, “Income Taxes (Topic 740): Presentation of an Unrecognized Tax Benefit When a Net Operating
Loss Carryforward, a Similar Tax Loss, or a Tax Credit Carryforward Exists.” This guidance requires an
unrecognized tax benefit related to a net operating loss carryforward, a similar tax loss or a tax credit
carryforward to be presented as a reduction to a deferred tax asset, unless the tax benefit is not available at the
reporting date to settle any additional income taxes under the tax law of the applicable tax jurisdiction. The
guidance is effective for fiscal years and interim periods beginning after December 15, 2013, with early adoption
permitted. The adoption of this guidance is not expected to have a material effect on the Company’s consolidated
financial statements.

In February 2013, the FASB issued ASU No. 2013-04, “Obligations Resulting from Joint and Several

Liability Arrangements for Which the Total Amount of the Obligation is Fixed at the Reporting Date (a
consensus of the FASB Emerging Issues Task Force),” which amends ASC 402, “Liabilities.” The amendments
provide guidance on the recognition, measurement, and disclosure of obligations resulting from joint and several
liability arrangements, including debt arrangements, other contractual obligations, and settled litigation and
judicial rulings, for which the total amount of the obligation is fixed at the reporting date. The amendments are
effective for fiscal years, and interim periods within those years, beginning after December 15, 2013 and should
be applied retrospectively. The adoption of this guidance is not expected to have a material effect on the
Company’s consolidated financial statements.

(s) Commitments and Contingencies

The Company is subject to legal proceedings, claims and liabilities, such as employment-related claims and
slip and fall cases, which arise in the ordinary course of business and are generally covered by insurance. In the
opinion of management, the amount of ultimate liability with respect to those actions should not have a material
adverse impact on the Company’s financial position, results of operations or cash flows.

Many of the food products the Company purchases are subject to changes in the price and availability of
food commodities, including, among other things, beef, poultry, grains, dairy and produce. The Company works
with its suppliers and uses a mix of forward pricing protocols for certain items including agreements with its
supplier on fixed prices for deliveries at some time in the future and agreements on a fixed price with its supplier
for the duration of that protocol. The Company also utilizes formula pricing protocols under which the prices the

70

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

Company pays are based on a specified formula related to the prices of the goods, such as spot prices. The
Company’s use of any forward pricing arrangements varies substantially from time to time and these
arrangements tend to cover relatively short periods (i.e., typically twelve months or less). Such contracts are used
in the normal purchases of the Company’s food products and not for speculative purposes, and as such are not
required to be evaluated as derivative instruments. The Company does not enter into futures contracts or other
derivative instruments.

(3) Earnings per share

Basic and diluted income (loss) per common share attributable to common stockholders have been
calculated using the weighted average number of common shares outstanding for the period. Diluted income
(loss) per common share attributable to common stockholders is computed by dividing the income (loss)
allocated to common stockholders utilizing the two-class method by the weighted average number of fully
diluted common shares outstanding. The Company’s redeemable convertible preferred stock were all considered
participating securities requiring the two-class method to calculate basic and diluted earnings per share. In
periods of a net loss attributable to common stockholders, the redeemable convertible preferred stock were
excluded from the computation of basic earnings per share due to the fact that they are not required to fund losses
and the redemption amount is not reduced as a result of losses. For the fiscal years 2011 and 2012, the dilutive
securities did not include stock options awarded to employees that had a performance condition requiring the
completion of an initial public offering of common stock, as that performance condition was not satisfied at the
reporting date and the holders of these options did not have rights to our undistributed earnings until that time.

Calculation of undistributed income (loss) for basic and diluted shares:
Net income (loss) attributable to Potbelly Corporation . . . . . . . . . . . . .
Less: Dividend paid to common and preferred stockholders . . . . . . . . .
Less: Accretion of redeemable convertible preferred stock to

maximum redemption value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Undistributed (loss) income for basic and diluted shares . . . . . . . . . . . .

Allocation of undistributed income (losses) to participating securities:

Common shares . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Redeemable convertible preferred shares . . . . . . . . . . . . . . . . . . . .

Undistributed (loss) income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

$

$

$

$

Fiscal Year

2013

2012

2011

1,258
(49,854)

$

24,046
—

$

7,165
—

(15,097)

(10,495)

(17,410)

(63,693) $

13,551

$ (10,245)

(63,693) $
—

2,878
10,673

$ (10,245)

—

(63,693) $

13,551

$ (10,245)

Weighted average common shares outstanding-basic . . . . . . . . . . . . . . .
Plus: Effect of potential stock options exercise . . . . . . . . . . . . . . . . . . .
Plus: Effect of potential warrant exercise . . . . . . . . . . . . . . . . . . . . . . . .

10,132,805
—
—

4,013,414
18,052
357,356

4,359,930

—
—

Weighted average common shares outstanding-diluted . . . . . . . . . . . . .

10,132,805

4,388,822

4,359,930

Income (loss) per share available to common stockholders-basic . . . . .
Income (loss) per share available to common stockholders-diluted . . . .
Potentially dilutive shares that are considered anti-dilutive:

$
$

(6.29) $
(6.29) $

0.72
0.66

$
$

(2.35)
(2.35)

Common share options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Warrants . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

5,029,576
247,704

1,258,537
—

4,261,010
378,996

71

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

(4) Property and Equipment

Property and equipment, net consisted of the following (in thousands):

December 29,
2013

December 30,
2012

Leasehold improvements . . . . . . . . . . . . . . . . . . . . . .
Machinery and equipment . . . . . . . . . . . . . . . . . . . . .
Furniture and fixtures . . . . . . . . . . . . . . . . . . . . . . . . .
Computer equipment and software . . . . . . . . . . . . . .
Construction in progress . . . . . . . . . . . . . . . . . . . . . .

$ 129,903
34,610
22,188
14,803
4,197

$ 117,804
28,490
19,605
12,502
2,856

Less: accumulated depreciation . . . . . . . . . . . . . . . . .

205,701
(126,718)

181,257
(111,948)

$ 78,983

$ 69,309

(5) Intangible assets and goodwill

Intangible assets and goodwill consisted of the following (in thousands):

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Goodwill
Trade name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

$1,428
3,404

$4,832

$1,428
3,404

$4,832

December 29,
2013

December 30,
2012

(6) Accrued Expenses

Accrued expenses consisted of the following (in thousands):

December 29,
2013

December 30,
2012

Accrued labor and related expenses . . . . . . . . . . . . . .
Deferred gift card revenue . . . . . . . . . . . . . . . . . . . . .
Accrued occupancy expenses . . . . . . . . . . . . . . . . . .
Deferred rent—current . . . . . . . . . . . . . . . . . . . . . . . .
Accrued corporate and shop expenses . . . . . . . . . . . .
Accrued utilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Accrued sales and use tax . . . . . . . . . . . . . . . . . . . . .
Accrued construction . . . . . . . . . . . . . . . . . . . . . . . . .
Accrued contract termination costs (a) . . . . . . . . . . .
Accrued professional fees . . . . . . . . . . . . . . . . . . . . .
Accrued other . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

$ 4,739
1,467
664
1,495
2,692
963
935
2,002
93
236
1,051

$16,337

$ 4,108
1,412
1,352
1,234
1,357
1,122
1,034
1,267
151
546
970

$14,553

72

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

(a) The Company incurs expenses associated with exit activity for certain signed lease agreements, which are
recognized in general and administrative expenses. Accrued contract termination costs consisted of the
following (in thousands):

Accrued contract termination costs—beginning balance . . . . .
Contract termination costs incurred . . . . . . . . . . . . . . . . . . . . . .
Contract termination costs settled and paid . . . . . . . . . . . . . . . .

Accrued contract termination costs—ending balance . . . . . . . .

$151
13
(71)

$ 93

$ 91
170
(110)

$ 151

December 29,
2013

December 30,
2012

(7) Income Taxes

Income before income taxes for the Company’s domestic and foreign operations was as follows

(in thousands):

Domestic operations . . . . . . . . . . . . . . . . . . . . . . . . .
Foreign operations . . . . . . . . . . . . . . . . . . . . . . . . . .

$ 605
481

$8,018
—

$7,702
—

Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

$1,086

$8,018

$7,702

Fiscal Year

2013

2012

2011

Income tax expense (benefit) consisted of the following (in thousands):

Federal:

Current . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Deferred . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

State and Local:

Current . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Deferred . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Foreign:

Current . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Deferred . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Fiscal Year

2013

2012

2011

$ —

(818)

(818)

1,394
(838)

556

58
—

58

$ —
(13,610)

(13,610)

876
(3,260)

(2,384)

—
—

—

$ —

89

89

424
24

448

—
—

—

Income tax (benefit) expense . . . . . . . . . . . . . . . . . . . . .

$

(204)

$(15,994)

$

537

73

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

Income tax expense differed from the amounts computed by applying the U.S. federal income tax rates to

income before income taxes as a result of the following (in thousands):

Computed “expected” tax expense . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Increase (reduction) resulting from:

Permanent differences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
State and local income taxes, net of federal income tax effect
. .
FICA and other tax credits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Change in valuation allowance . . . . . . . . . . . . . . . . . . . . . . . . . . .
Non-deductible IPO costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Rate change and true-ups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Other, net

Fiscal Year

2013

2012

2011

$ 380

$ 2,726

$$2,619

63
145
(113)
—
195
(877)
3

—
358
(41)
(19,078)
—
—

41

—
424
—
(2,619)
—
—
113

$(204)

$(15,994)

$

537

The tax effects of temporary differences that give rise to significant portions of the deferred tax assets and

liabilities reflected in the consolidated balance sheets are presented below (in thousands):

December 29,
2013

December 30,
2012

Deferred tax assets—current:

Accrued liabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Deferred revenue on gift certificates and gift cards . . . . . .

$ 1,238
96

$ 1,174
79

Deferred tax assets—non-current:

Net operating loss carryforwards . . . . . . . . . . . . . . . . . . . .
Stock-based compensation . . . . . . . . . . . . . . . . . . . . . . . . .
Property and equipment depreciation . . . . . . . . . . . . . . . .
Deferred rent and start-up amortization . . . . . . . . . . . . . . .
Accrued liabilities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
FICA and other tax credits . . . . . . . . . . . . . . . . . . . . . . . . .

Total deferred tax assets . . . . . . . . . . . . . . . . . . . . . . .
Less: valuation allowance . . . . . . . . . . . . . . . . . . . . . . . . .

Net deferred tax assets . . . . . . . . . . . . . . . . . . . .

583
8,391
6,415
3,470
347
55

20,595
(57)

20,538

Deferred tax liabilities—current:

Prepaids . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

(553)

Deferred tax liabilities—non-current:

Intangible asset . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Smallwares . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Other timing differences . . . . . . . . . . . . . . . . . . . . . . . . . .

Total gross deferred tax liabilities . . . . . . . . . . . . . . .

(1,012)
(607)
(288)

2,460

2,810
3,640
6,922
3,085
56
292

18,058
(47)

18,011

(339)

(865)
(697)
—

1,901

Net deferred tax assets (liabilities) . . . . . . . . . . .

$18,078

$16,110

As of December 29, 2013, the Company had available net operating loss carryforwards for state income tax

purposes of approximately $9.2 million that will expire between 2019 and 2023, if unused. These net operating

74

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

losses accounted for deferred tax assets of approximately $0.6 million for the year ended December 29, 2013.
The Company also has an additional $0.7 million of federal net operating losses and $0.5 million of income tax
credits as a result of excess tax benefits, which are not recognized for book purposes until realized.

The Company accounts for income taxes in accordance with Accounting Standards Codification (“ASC”)

740—Income Taxes, which requires that deferred tax assets and liabilities be recognized using enacted tax rates
for the effect of the temporary differences between the book and tax basis of recorded assets and liabilities. The
Company makes estimates and judgments with regard to the calculation of certain income tax assets and
liabilities. ASC 740 requires that deferred tax assets be reduced by a valuation allowance if, based on the
consideration of all available evidence, it is more likely than not that some portion of the deferred tax assets will
not be realized. The Company has a significant amount of deferred tax assets recorded on its balance sheet,
primarily related to timing differences for long-lived assets, stock-based compensation and deferred rent. Prior to
fiscal year 2012, the Company determined that it was more likely than not its deferred tax assets would not be
fully realizable based on a history of operating losses incurred and established a full valuation allowance in
accordance with ASC Topic 740. Throughout fiscal 2012, the Company evaluated evidence to determine if
releasing the valuation allowance is appropriate and concluded in the fourth quarter of fiscal 2012 that it was
more likely than not the deferred tax assets would ultimately be realized. In determining the likelihood of future
realization of the deferred tax assets as of December 30, 2012, the Company considered both positive and
negative evidence and weighted the effect of such evidence based upon its objectivity. As a result of the
Company’s analysis of both positive and negative evidence, it was determined that the weight of the positive
evidence, primarily related to the cumulative income in the most recent three years and achievement of a
sustained level of profitability, was sufficient to overcome the weight of the negative evidence, primarily related
to continued uncertainty in the condition of the macro-economic environment, and a $16.9 million benefit was
recorded to release the full valuation allowance against its deferred tax assets in the fourth quarter of 2012.

In accordance with its accounting policy, the Company recognizes accrued interest and penalties related to

unrecognized tax benefits as a component of income tax expense. The policy did not change as a result of the
adoption of “FIN No. 48.” As of December 30, 2012 and December 29, 2013, the Company had no interest or
penalties accrued.

The tax years prior to 2010 are generally closed for examination by the United States Internal Revenue
Service as a result of previous audits; however, these tax years may be subject to audit as a result of the Company
utilizing net operating losses currently recorded. State statutes are generally open for audit for the 2008 to 2012
tax years. Additionally, the tax years from 2002 to 2007 are open for examination by certain state tax authorities
due to net operating losses generated at the state level.

(8) Long-term debt

Long-term debt consisted of the following (in thousands):

December 29,
2013

December 30,
2012

Senior credit facility (a) . . . . . . . . . . . . . . . . . . . . . . .
Note payable (b) . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Total long-term debt

. . . . . . . . . . . . . . . . . . . . . . . . .
Less: Current portion . . . . . . . . . . . . . . . . . . . . .

$ —
1,092

1,092
74

Long-term debt, net of current portion . . . . . . . . . . .

$1,018

$14,000
1,169

15,169
74

$15,095

75

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

The fair value of the current and long-term debt approximates the carrying value of the debt for all periods

presented.

(a) Credit facility

JPMorgan Chase Bank, N.A.

On September 21, 2012, the Company entered into a five-year revolving credit facility agreement that
expires in September 2017 and provides for borrowings up to $35.0 million to fund capital expenditures for new
shops, renovations and maintenance of existing shops, and to provide ongoing working capital for other general
and corporate purposes. The credit facility contains customary representations, warranties and negative and
affirmative covenants, including a requirement to maintain a maximum leverage ratio, as defined, of 2.25:1 and a
minimum debt service coverage ratio, as defined, of 1.5:1. The credit facility also limits the restricted payments
(primarily distributions and equity repurchases) that the Company may make, unless the Company obtains
certain waivers or amendments from the lender. The credit facility is secured by substantially all assets of the
Company. Borrowings under the credit facility bear interest at interest rates based upon either the base rate or the
London InterBank Offered Rate, plus or minus the applicable margins. The base rate is the higher of the prime
rate and the federal funds rate, plus 0.50%. The Company pays commitment fees based on the amount drawn on
the credit facility at a rate of 0.25%. As of December 29, 2013, the Company has no amounts outstanding under
the credit facility. As of December 29, 2013, the Company has $34.3 million available for borrowing under the
credit facility after reductions for the outstanding letters of credit.

(b) Note payable

On March 15, 2007, the Company entered into a long-term note payable associated with the acquisition of

certain assets of Pot Belly Deli, Inc., an unrelated California company, including the Pot Belly trade name,
certain design marks, and other related assets. The Company records interest on the note payable under the
effective interest method at an interest rate of 6% and recorded interest expense of $0.1 million in each fiscal
year 2011, 2012 and 2013. Payment of interest and principal is made monthly. The final payment of the note will
be made on April 1, 2015.

As of December 29, 2013, the scheduled payments on debt were as follows (in thousands):

Years Ending

2014 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2015 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Thereafter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

$

84
1,008
—

Total payments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

$1,092

(9) Capital Stock and Warrants

As of December 29, 2013, the Company had authorized an aggregate of 210,000,000 shares of capital stock,

of which 200,000,000 shares were designated as common stock and 10,000,000 shares were designated as
preferred stock. As of December 29, 2013, the Company had issued and outstanding 29,148,029 shares of
common stock, no shares of non-voting common stock and no shares of preferred stock.

As of December 30, 2012, the Company had authorized an aggregate of 52,683,632 shares of capital stock,

of which 35,000,000 shares were designated as common stock, 500,000 shares were designated as non-voting

76

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

common stock, and 17,183,632 shares were designated as preferred stock. The preferred stock consisted of
4,197,377 shares designated as Series A preferred stock, 3,375,221 shares designated as Series B preferred stock,
1,666,668 shares designated as Series C preferred stock, 1,250,000 shares designated as Series D preferred stock,
4,194,366 shares designated as Series E preferred stock, and 2,500,000 shares designated as Series F preferred
stock. As of December 30, 2012, the Company had issued and outstanding 3,697,377 shares of Series A preferred
stock, 3,290,294 shares of Series B preferred stock, 1,646,595 shares of Series C preferred stock,
1,250,000 shares of Series D preferred stock, 4,194,366 shares of Series E preferred stock, and 2,007,743 shares
of Series F preferred stock.

Common Stock

On October 9, 2013, the Company completed an initial public offering. Effective upon the closing of such

offering, all shares of preferred stock and non-voting common stock converted into common stock. The terms of
the non-voting common stock provided that all shares of non-voting common stock would convert into voting
common stock on a 1:1 basis immediately prior to the closing of an underwritten IPO or sale of the Company.
The redeemable convertible preferred stock included down-round provisions which would adjust the conversion
price for any additional stock issued without consideration or for a consideration per share less than the
respective conversion price for one or more of the series of preferred stock in effect immediately prior to the
issuance of such additional stock. See Preferred Stock below for further information regarding the preferred
stock and the conversion of preferred stock upon completion of the IPO. As of December 29, 2013, each share of
common stock has the same relative rights and was identical in all respects to each other share of common stock.
Each holder of shares of common stock is entitled to one vote for each share held by such holder at all meetings
of stockholders.

Preferred Stock

All series of preferred stock were subject to substantially the same general terms and conditions. Dividends

accrued (whether or not declared) on each share of preferred stock at a rate of 6% per annum of the applicable
liquidation value until the first to occur of (1) the date on which the applicable liquidation value of such share is
paid to the holder in connection with a significant event, (2) the date on which such share is converted into
common stock, or (3) the date on which such share is acquired by the Company. Dividends were cumulative, but
were payable only upon their redemption or the occurrence of a significant event that would result in a
distribution to their holders of less than 110% of the shares’ liquidation value (generally the applicable gross
issuance price of the shares). A significant event includes a merger, sale of substantially all assets, change of
control, or liquidation of the Company, but it did not include an IPO. The terms of the preferred stock provided
that unpaid dividends would be forfeited upon any conversion of preferred stock into common stock.

The terms of the preferred stock provided that all shares of preferred stock would automatically convert to
common stock in the event of a qualified IPO, as defined; the election of the holders of a majority of the shares
of preferred stock; or the conversion of at least a majority of the shares of issued preferred stock. None of the
shares of preferred stock were mandatorily redeemable. Subsequent to December 24, 2014, preferred stock may
have been redeemed upon a majority vote of the preferred stockholders for a period of 12 months (the
“Redemption Election Period”). If the holders of at least a majority of the preferred stock then outstanding did
not approve the redemption of preferred shares outstanding during the Redemption Election Period, the Company
would have had no further obligation to redeem any shares of preferred stock. As of December 30, 2012 and
through the date of the IPO, the Company classified the preferred stock outside of permanent equity on the
balance sheet as redemption of the preferred stock was outside the control of the Company.

The Company recognized changes in the redemption value immediately as they occurred via direct charges

to additional paid-in capital and then to accumulated deficit, and adjusted the carrying value of the preferred

77

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

stock to equal its maximum redemption value at the end of each reporting period. In the event of a redemption,
the price paid by the Company for the preferred stock would be the greater of (a) the liquidation value of the
preferred stock series being redeemed, plus any accrued and unpaid dividends, or (b) the amount in respect of
such share of preferred stock that such holder would have been entitled to receive on an as-converted basis
assuming all the shares have been converted into common stock. The form of consideration in the event of
liquidation would be the same for the common stockholders as would be provided to the preferred stockholders.
The redemption and conversion features did not require bifurcation and separate measurement in the financial
statements since neither of the features meet the net settlement criteria under ASC Topic 815, Derivatives and
Hedging. The redeemable convertible preferred stock include down-round provisions which would adjust the
conversion price for any additional stock issued without consideration or for a consideration per share less than
the respective conversion price for one or more of the series of preferred stock in effect immediately prior to the
issuance of such additional stock.

The Company measured its redeemable convertible preferred stock at its maximum redemption value at

each reporting period. The fair value of the Company, used to calculate the maximum redemption value of the
redeemable convertible preferred stock and to measure the value of the common stock as a key assumption in the
determination of the compensation expense associated with the Company’s stock options, was determined with
assistance from an independent third-party valuation specialist utilizing Level 3 inputs. The valuations of the
Company and its common stock were determined based on valuation methodologies and assumptions selected in
accordance with the guidelines outlined in the American Institute of Certified Public Accountants Practice Aid,
Valuation of Privately-Held-Companies Equity Securities Issued as Compensation. In the absence of observable
market data regarding the value of the Company’s stock, the valuation of the Company and its common stock
was estimated using multiple valuation approaches, primarily an income and market approach. The income
approach is based on the present value of estimated future cash flows, and relies upon significant assumptions
and estimates, including those related to the selected discount rate and forecasted revenues and expenses. The
market approach is based on a comparison to observed fair values of comparable peer companies and recent
market transactions, adjusted for the relative size and profitability of these peer companies relative to the
Company.

On February 26, 2013, the Company issued 59,865 stock options to Bryant Keil, the Company’s Founding

Chairman and current member of the board of directors, which are exercisable without restriction and vested
immediately. Subsequent to the issuance, the applicable conversion price for the Series D preferred stock and
Series E preferred stock was adjusted under the conversion procedure provision in order to prevent dilution. After
the adjustment, the Series D preferred stock and Series E preferred stock were convertible into common stock at
the conversion rates of 1:1.03 and 1:1.03, respectively.

On August 1, 2013, the Company’s board of directors unanimously approved a resolution to amend certain

terms of the Company’s preferred stockholder agreements to reduce certain pricing thresholds for the completion
of a qualified IPO, with such term defined in the agreements. The Company evaluated the impact of the
amendments on the related preferred shares by estimating the fair value of such shares immediately prior to and
after the amendments. As there was an insignificant change in the fair value of the preferred shares as a result of
the amendments, the Company concluded the amendments represented a modification to the preferred share
agreements. Therefore, no change in value was recorded in the condensed consolidated statement of redeemable
convertible preferred stock and equity/(deficit). In addition, the Company’s board of directors declared a one-
time cash dividend on August 1, 2013, in an aggregate amount of approximately $49.9 million on shares of the
Company’s common and preferred stock outstanding on the day immediately prior to the closing date of the
Company’s initial public offering.

78

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

On October 9, 2013, the Company completed an initial public offering. Effective upon the closing of such
offering, all shares of preferred stock converted into common stock and all dividends accrued on the shares of
preferred stock were forfeited. Additionally, the Company paid the one-time cash dividend on October 9, 2013
from the net proceeds of the Company’s initial public offering.

Warrants

A summary of the status of the Company’s issued warrants as of December 29, 2013 is set forth below:

Unexercised Warrants

Outstanding—December 25, 2011 . . . . . . . . . . . . . . . . . . . . .
Issuance of warrants at $8.16 per share (a)
. . . . . . . . . . . . . .
Exercise of warrants at $5.46 per share . . . . . . . . . . . . . . . . .

Outstanding—December 30, 2012 . . . . . . . . . . . . . . . . . . . . .
Exercise of warrants at $0.01 per share . . . . . . . . . . . . . . . . .

Number of
Warrants

378,996
241,704
(261,104)

359,596
(117,892)

Outstanding—December 29, 2013 . . . . . . . . . . . . . . . . . . . . .

241,704

(a) As part of the initial investment by outside investors in 2001, the Company issued stock warrants

convertible to 200,000 shares of common stock at an exercise price of $5.00 per share, which expired on
September 1, 2011. After the expiration of these warrants and to recognize past and continued service to the
Board, the Company issued an additional 241,704 warrants at an exercise price of $8.16 per share. The
Company used the following assumptions for purposes of valuing these warrants granted in 2011: common
stock fair value of $8.16 per share; expected life of warrants-five years; volatility-53%; risk-free interest
rate-1.05%; and dividend yield-0%.

In August 2013, the Company modified 241,704 of warrants issued to Oxford Capital Partners, Inc. that
were set to expire upon the consummation of an IPO to extend the expiration date of such warrants to five years
from the date of the consummation of an IPO. In accordance with ASC Topic 718, Compensation—Stock
Compensation, the Company recorded a charge of approximately $0.1 million related to the incremental value
associated with the extension of the expiration date.

(10) Operating Leases

The Company leases buildings for its corporate office and its shops under various long-term operating lease

agreements. The leases for the Company’s shop locations generally have initial terms of 10 years and typically
provide for two renewal options in five-year increments as well as for rent escalations. These leases expire or
become subject to renewal clauses at various dates from 2014 to 2028. Some of the leases provide for base rent,
plus additional rent based on gross sales, as defined in each lease agreement. The Company is also generally
obligated to pay certain real estate taxes, utilities, building operating expenses, insurance, and various other
expenses related to properties.

79

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

Rental expense under operating lease agreements were as follows (in thousands):

Minimum rentals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Contingent rentals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Less: sublease rentals . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

$30,234
1,640
(94)

$26,195
1,452
(96)

$20,152
1,353
(95)

Total . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

$31,780

$27,551

$21,410

Fiscal Year

2013

2012

2011

A schedule by year of future minimum rental payments required under operating leases, excluding

contingent rent, that have initial or remaining non-cancelable lease terms in excess of one year, as of
December 29, 2013, is as follows (in thousands):

Years Ending

2014 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2015 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2016 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2017 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2018 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Thereafter . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Minimum

$ 29,791
29,020
26,244
22,467
18,077
61,180

Total minimum payments required* . . . . . . . . . . . . . . . . . . .

$186,779

* Minimum payments have not been reduced by minimum sublease rentals of $0.8 million due in the future.

Certain leases have outstanding letters of credit in lieu of rent deposits expiring at various dates through
June 2017. The letters of credit were $0.7 million, $0.6 million and $0.6 million in aggregate for the years ended
December 25, 2011, December 30, 2012, and December 29, 2013, respectively. Under the credit facility,
outstanding letters of credit are subject to an annual fee of 1.00% and reduce the available borrowing to the
Company.

(11) Employee Benefit Plan

The Company sponsors a 401(k) profit sharing plan for all employees who are eligible based upon age and

length of service. The Company made matching contributions of $0.3 million for each fiscal year 2011, 2012 and
2013.

(12) Stock Options

Stock Options Granted Under the 2001 and 2004 Equity Incentive Plans and 2013 Long-Term Incentive Plan

The Company has granted stock options under its 2001 Equity Incentive Plan (the “2001 Plan”), 2004
Equity Incentive Plan (the “2004 Plan”) and 2013 Long-Term Incentive Plan (the “2013 Plan” and together with
the 2004 Plan and 2001 Plan, the “Plans”). The Plans permit the granting of awards to employees and
nonemployee officers, consultants, agents, and independent contractors of the Company in the form of stock
appreciation rights, stock awards, and stock options. The Plans give broad powers to the Company’s board of
directors to administer and interpret the Plans, including the authority to select the individuals to be granted
options and rights and to prescribe the particular form and conditions of each option to be granted.

80

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

Under the 2001 Plan, the Company had 746,749 shares reserved for issuance. In September 2011, the 2001

Plan expired with options outstanding under the plan still available for exercise. Additionally, in 2007, the
Company entered into a Stock Option Agreement (the “Agreement”), which granted a certain key executive
500,000 options of non-voting common stock. As a result of the IPO, all shares of the non-voting common stock
will convert into voting common stock on a 1:1 basis upon exercise.

On July 31, 2013, the Company’s board of directors approved the adoption of the 2013 Plan, which replaced
the 2004 Plan in conjunction with the Company’s IPO. The Company will no longer make awards under the 2004
Plan. However, the 2004 Plan will continue to govern outstanding awards granted prior to its termination. As of
December 29, 2013, there have been 395,000 options granted under the 2013 Plan and 1,105,000 shares are
reserved for future issuance.

Under the Plans, the number of shares and exercise price of each option are determined by the committee

designated by the Company’s board of directors. The options granted are generally exercisable within a 10-year
period from the date of grant. Certain options have been issued to key executives. Options issued and outstanding
expire on various dates through the year 2024. The range of exercise prices of options outstanding as of
December 29, 2013, is $7 to $14 per option, and the options vest over a range of immediately to five-year
periods.

Activity under the Plans and the Agreement is as follows:

Options

Outstanding—December 26, 2010 . . . . . . . . . . . .

Granted . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Exercised . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Canceled . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Outstanding—December 25, 2011 . . . . . . . . . . . .

Granted . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Exercised . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Canceled . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Outstanding—December 30, 2012 . . . . . . . . . . . .

Granted . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Exercised . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Canceled . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Outstanding—December 29, 2013 . . . . . . . . . . . .

Vested and expected to vest—December 29,

2013 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Exercisable—December 29, 2013 . . . . . . . . . . . . .

Shares
(Thousands)

Weighted
Average
Exercise
Price

Aggregate
Intrinsic
Value
(Thousands)

Weighted
Average
Remaining
Term
(Years)

3,611

1,258
(120)
(488)

4,261

504
—
(552

4,213

1,243
(99)
(327)

5,030

3,841

3,798

9.68

7.20
4.00
7.70

9.19

8.65
—
7.67

9.30

11.32
7.97
8.40

9.41

12.17

9.76

$ 1,329

5.80

$ 2,229

6.34

$ 5,348

5.93

$78,575

6.31

$52,810

$67,028

7.96

6.18

81

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

The following table reflects the average assumptions utilized in the Black-Scholes option-pricing model to

value the options granted for each year:

2013

2012

2011

Risk-free interest rate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Expected life (years) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Expected dividend yield . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Volatility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Weighted average common stock fair value . . . . . . . . . . . . . . . .

1.2%
6.05
—
46.9% 46.4% 47.3%

1.0%
6.06
—

1.9%
5.89
—

$11.32

$8.65

$7.20

The risk-free rate is based on U.S. Treasury rates in effect at the time of the grant with a similar duration of

the expected life of the options. The expected life of options granted is derived from the average of the vesting
period and the term of the option. The risk-free rate is based on U.S. Treasury rates in effect at the time of the
grant with a similar duration of the expected life of the options. The Company has not paid dividends to date
(with exception to the one-time dividend paid to stockholders prior to the initial public offering) and does not
plan to pay dividends in near future. Since the Company does not have a history of traded common stock activity,
expected volatility of the options is based on historical data from selected peer public company restaurants.

Stock-based Compensation

In accordance with ASC Topic 718, Compensation—Stock Compensation, stock-based compensation is
measured at the grant date, based on the calculated fair value of the award, and is recognized as an expense over
the requisite employee service period (generally the vesting period of the grant). The Company recognized $1.5
million, $2.8 million and $11.6 million for the fiscal years 2011, 2012 and 2013, respectively, with a
corresponding increase to additional paid-in-capital. The current fiscal year stock compensation expense reflects
the $7.6 million in cost recorded upon consummation of the IPO associated with vested options that were subject
to the performance condition. As of December 25, 2011, December 30, 2012 and December 29, 2013, the
unrecognized stock compensation expense was $3.5 million, $1.6 million and $5.5 million, respectively, which
will be recognized through fiscal year 2018. The Company records stock based compensation expense within
general and administrative expenses in the consolidated statements of operations.

(13) Quarterly Financial Data (Unaudited)

The Company uses a 52/53-week fiscal year that ends on the last Sunday of the calendar year. Fiscal years

2013 and 2011 were 52-week years. Fiscal year 2012 included a 53rd week. The first three quarters of the
Company’s fiscal year consist of 13 weeks and our fourth quarter consists of 13 weeks for 52-week fiscal years
and 14 weeks for 53-week fiscal years. The unaudited quarterly information includes all normal recurring
adjustments that the Company considers necessary for a fair presentation of the information shown. The
Company’s quarterly results have been and will continue to be affected by the timing of new shop openings and
their associated pre-opening costs. As a result of these and other factors, the financial results for any quarter may
not be indicative of the results for any future period.

82

POTBELLY CORPORATION AND SUBSIDIARIES

Notes to the Consolidated Financial Statements

The following table presents selected unaudited quarterly financial data for periods indicated (in thousands,

except per share data):

Total revenues . . . . . . . . . . . . . . . . . . . . . . . . . . .
Income from operations (3) . . . . . . . . . . . . . . . . .
Net income attributable to Potbelly

Corporation . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Basic earnings per share . . . . . . . . . . . . . . . . . . . .
Diluted earnings per share . . . . . . . . . . . . . . . . . .

Total revenues . . . . . . . . . . . . . . . . . . . . . . . . . . .
Income from operations . . . . . . . . . . . . . . . . . . . .
Net income attributable to Potbelly

Corporation (2) . . . . . . . . . . . . . . . . . . . . . . . . .
Basic earnings per share . . . . . . . . . . . . . . . . . . . .
Diluted earnings per share . . . . . . . . . . . . . . . . . .

Fiscal Year 2013 (1)

March 31

June 30

September 29

December 29

$68,744
152

$78,186
4,761

$78,021
3,176

$74,761
(6,614)

18
(1.74)
(1.74)

2,759
(1.77)
(1.77)

2,165
(12.29)
(12.29)

(3,684)
(1.93)
(1.93)

Fiscal Year 2012 (1)

March 25

June 24

September 23

December 30

$62,381
1,592

$69,156
2,325

$69,869
2,817

$73,508
1,831

1,274
(1.16)
(1.16)

1,749
(1.34)
(1.34)

2,548
(0.75)
(0.75)

18,475
1.15
1.05

(1) Fiscal years 2013 and 2012 were 52-week and 53-week years, respectively. The first three quarters of the
fiscal years consist of 13 weeks and the fourth quarter consists of 13 weeks for 52-week fiscal years and
14 weeks for 53-week fiscal years

(2) The 14 weeks ended December 30, 2012 included a $16.9 million tax benefit related to the release of a

valuation allowance against substantially all of the Company’s deferred tax assets.

(3) The 13 weeks ended December 29, 2013 included a $7.6 million charge related to previously granted

options that vested upon the completion of our IPO.

(14) Subsequent Events

The Company has evaluated subsequent events and found there to be no events requiring recognition or

disclosure through the date of issuance of this report.

83

ITEM 9. CHANGES IN AND DISAGREEMENTS WITH ACCOUNTANTS ON ACCOUNTING AND

FINANCIAL DISCLOSURE

None.

ITEM 9A. CONTROLS AND PROCEDURES

Disclosure Controls and Procedures

Our management, with the participation of our Chief Executive Officer and Chief Financial Officer, has
evaluated the effectiveness of our disclosure controls and procedures (as defined in Rules 13a-15(e) and 15d-
15(e) under the Exchange Act) as of December 29, 2013. Based upon that evaluation, our Chief Executive
Officer and Chief Financial Officer have concluded that, as of December 29, 2013, our disclosure controls and
procedures were effective in ensuring that information required to be disclosed in reports that we file or submit
under the Exchange Act is recorded, processed, summarized and reported within the time periods specified in the
rules and forms of the Securities and Exchange Commission (the “SEC”) and is accumulated and communicated
to our management, including our Chief Executive Officer and Chief Financial Officer, as appropriate to allow
timely decisions regarding required disclosure.

Management’s Report on Internal Control Over Financial Reporting

This Annual Report on Form 10-K does not include a report of management’s assessment regarding internal
control over financial reporting (as defined in Rule 13a-l5(f) of the Exchange Act) or an attestation report of our
independent registered public accounting firm due to a transition period established by the rules of the SEC for
newly public companies.

Changes in Internal Control over Financial Reporting

There have been no changes in our internal control over financial reporting that occurred during our fiscal
quarter ended December 29, 2013 that have materially affected, or are reasonably likely to materially affect, our
internal control over financial reporting.

ITEM 9B. OTHER INFORMATION

None.

PART III

ITEM 10. DIRECTORS, EXECUTIVE OFFICERS AND CORPORATE GOVERNANCE

Except as set forth below, the information required by this item will be contained in our definitive proxy

statement for the 2014 Annual Meeting (our “Proxy Statement”) and is incorporated herein by reference.

We have adopted an ethics code of conduct applicable to our directors, officers and employees. A copy of
that code is available on our corporate website at www.potbelly.com, which does not form a part of this Annual
Report on Form 10-K. Any amendments to such code, or any waivers of its requirements, will be posted on our
website.

ITEM 11. EXECUTIVE COMPENSATION

The information required by this item will be contained in our Proxy Statement and is incorporated herein

by reference.

84

ITEM 12. SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS AND MANAGEMENT

AND RELATED STOCKHOLDER MATTERS

Except as set forth below, the information required by this item will be contained in our Proxy Statement

and is incorporated herein by reference.

Equity Compensation Plan Information

The following table presents certain information related to our equity incentive plans under which our

equity securities are authorized for issuance as of December 29, 2013:

Plan Category

(a)

(b)

Number of Securities to
be issued upon exercise
of outstanding options,
warrants and rights

Weighted-average
exercise price of
outstanding options,
warrants and rights

(c)
Number of securities
remaining available for
future issuance under
equity compensation
plans (excluding
securities reflected in
column (a))

Equity compensation plans approved by security
holders (1) . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Equity compensation plans not approved by

5,029,576

security holders . . . . . . . . . . . . . . . . . . . . . . . .

—

Total

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

5,029,576

$9.41

—

$9.41

1,105,000(2)

—

1,105,000

(1) Consists of the 2001 Equity Incentive Plan, the 2004 Equity Incentive Plan and the 2013 Long-Term

Incentive Plan. No further awards may be made under the 2001 Equity Incentive Plan or the 2004 Equity
Incentive Plan.

(2) The total amount reported consists only of shares available for future issuance under the 2013 Long-Term
Incentive Plan, which may be issued in connection with awards of stock options, stock appreciation rights,
restricted stock, restricted stock units, deferred stock units, performance stock and performance stock units.

ITEM 13. CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS, AND DIRECTOR

INDEPENDENCE

The information required by this item will be contained in our Proxy Statement and is incorporated herein

by reference.

ITEM 14. PRINCIPAL ACCOUNTANT FEES AND SERVICES

The information required by this item will be contained in our Proxy Statement and is incorporated herein

by reference.

PART IV

ITEM 15. EXHIBITS AND FINANCIAL STATEMENT SCHEDULES

(a) Financial Statements

(1) The financial statements filed as part of this Annual Report on Form 10-K are listed in the index to the

financial statements.

(2) Any financial statement schedules required to be filed as part of this Annual Report on Form 10-K are

set forth in section (c) below.

85

(b) Exhibits

See the Exhibit Index at the end of this Annual Report on Form 10-K, which is incorporate by reference.

(c) Financial Statement Schedules

No financial statement schedules are provided because the information called for is not applicable or is

shown in the financial statements or notes thereto.

86

SIGNATURES

Pursuant to the requirements of Section 13 or 15(d) of the Securities Exchange Act of 1934, as amended,
Potbelly Corporation has duly caused this report to be signed on its behalf by the undersigned, thereunto duly
authorized

POTBELLY CORPORATION

By:

/s/ Aylwin Lewis

Aylwin Lewis
Chief Executive Officer and President

Date: March 5, 2014

POWER OF ATTORNEY

KNOW ALL MEN BY THESE PRESENTS, that each person whose signature appears below constitutes and
appoints Aylwin Lewis, Charles Talbot and Matthew Revord and each of them, his or her true and lawful
attorneys-in-fact, each with full power of substitution, for him or her in any and all capacities, to sign any
amendments to this report on Form 10-K and to file the same, with exhibits thereto and other documents in
connection therewith, with the Securities and Exchange Commission, hereby ratifying and confirming all that
each of said attorneys-in-fact or their substitute or substitutes may do or cause to be done by virtue hereof.
Pursuant to the requirements of the Securities Exchange Act of 1934, this report has been signed below by the
following persons on behalf of the registrant and in the capacities and on the dates indicated

Signature

Title

Date

/s/ Aylwin Lewis
Aylwin Lewis

/s/ Charles Talbot
Charles Talbot

/s/ Bryant Keil
Bryant Keil

/s/ Vann Avedisian
Vann Avedisian

/s/ Peter Bassi
Peter Bassi

/s/ Gerald Gallagher
Gerald Gallagher

/s/ Daniel Ginsberg
Daniel Ginsberg

/s/ Marla Gottschalk
Marla Gottschalk

/s/ Dan Levitan
Dan Levitan

Chairman, Chief Executive Officer and President
(Principal Executive Officer)

Senior Vice President and Chief Financial Officer
(Principal Financial and Principal Accounting Officer)

Director

Director

Director

Director

Director

Director

Director

87

March 5, 2014

March 5, 2014

March 5, 2014

March 5, 2014

March 5, 2014

March 5, 2014

March 5, 2014

March 5, 2014

March 5, 2014

EXHIBIT INDEX

Exhibit
Number

Description of Exhibit

3.1

3.2

4.1

10.1

10.2

10.3

10.4

10.5

10.6

10.7

10.8

10.9

Seventh Amended and Restated Certificate of Incorporation of Potbelly Corporation (filed as Exhibit
3.1 to Form S-1 (File No. 333-190893) filed on August 29, 2013 and incorporated herein by
reference)

Amended and Restated By-laws of Potbelly Corporation (filed as Exhibit 3.2 to Form S-1 (File No.
333-190893) filed on August 29, 2013 and incorporated herein by reference)

Fifth Amended and Restated Registration Rights Agreement (filed as Exhibit 4.1 to Form S-1 (File
No. 333-190893) filed on August 29, 2013 and incorporated herein by reference)

Potbelly Corporation 2004 Equity Incentive Plan, as amended (filed as Exhibit 10.1 to Form S-1
(File No. 333-190893) filed on August 29, 2013 and incorporated herein by reference) †

Potbelly Corporation 2013 Long-Term Incentive Plan (filed as Exhibit 10.2 to Form S-1(File
No. 333-190893) filed August 29, 2013 and incorporated herein by reference) †

Credit Agreement dated September 21, 2012, among Potbelly Sandwich Works, LLC, Potbelly
Corporation, Potbelly Illinois, Inc., the lenders from time to time party thereto and JPMorgan Chase
Bank, N.A. (filed as Exhibit 10.3 to Form S-1 (File No. 333-190893) filed August 29, 2013 and
incorporated herein by reference)

Amendment No. 1 to Credit Agreement dated April 26, 2013, among Potbelly Sandwich Works,
LLC, Potbelly Corporation, Potbelly Illinois, Inc., the lenders from time to time party thereto and
JPMorgan Chase Bank, N.A. (filed as Exhibit 10.4 to Form S-1(File No. 333-190893) filed August
29, 2013 and incorporated herein by reference)

Amendment No. 2 to Credit Agreement dated August 20, 2013, among Potbelly Sandwich Works,
LLC, Potbelly Corporation, Potbelly Illinois, Inc., the lenders from time to time party thereto and
JPMorgan Chase Bank, N.A (filed as Exhibit 10.5 to Form S-1 (File No. 333-190893) filed August
29, 2013 and incorporated herein by reference)

Executive Employment Contract between Potbelly Corporation and Aylwin Lewis dated August 8,
2013 (filed as Exhibit 10.6 to Form S-1 (File No. 333-190893) filed August 29, 2013 and
incorporated herein by reference) †

Executive Employment Contract between Potbelly Corporation and John Morlock dated July 25,
2013 (filed as Exhibit 10.7 to Form S-1 (File No. 333-190893) filed August 29, 2013 and
incorporated herein by reference) †

Executive Employment Contract between Potbelly Corporation and Charles Talbot dated July 25,
2013 (filed as Exhibit 10.8 to Form S-1(File No. 333-190893) filed August 29, 2013 and
incorporated herein by reference) †

Form of stock option agreement for grants prior to January 1, 2011 for named executive officers
other than Aylwin Lewis pursuant to 2004 Equity Incentive Plan (including any replacement options
granted after such date for expired grants) (filed as Exhibit 10.9 to Form S-1(File No. 333-190893)
filed August 29, 2013 and incorporated herein by reference) †

10.10

10.11

Form of stock option agreement for grants prior to January 1, 2011 for Aylwin Lewis pursuant to
2004 Equity Incentive Plan (filed as Exhibit 10.10 to Form S-1(File No. 333-190893) filed August
29, 2013 and incorporated herein by reference) †

Form of stock option agreement for grants during year 2011 for named executive officers other than
Aylwin Lewis pursuant to 2004 Equity Incentive Plan (filed as Exhibit 10.11 to Form S-1(File
No. 333-190893) filed August 29, 2013 and incorporated herein by reference) †

88

Exhibit
Number

10.12

10.13

10.14

10.15

10.16

10.17

Description of Exhibit

Form of stock option agreement for grants during year 2011 for Aylwin Lewis pursuant to 2004
Equity Incentive Plan (filed as Exhibit 10.12 to Form S-1(File No. 333-190893) filed August 29,
2013 and incorporated herein by reference) †

Form of stock option agreement for grants for directors other than Aylwin Lewis pursuant to 2004
Equity Incentive Plan (filed as Exhibit 10.13 to Form S-1(File No. 333-190893) filed August 29,
2013 and incorporated herein by reference) †

Form of stock option agreement (other than for Aylwin Lewis) pursuant to 2013 Long-Term
Incentive Plan (filed as Exhibit 10.14 to Form S-1(File No. 333-190893) filed August 29, 2013
and incorporated herein by reference) †

Form of stock option agreement for Aylwin Lewis pursuant to 2013 Long-Term Incentive Plan
(filed as Exhibit 10.15 to Form S-1(File No. 333-190893) filed August 29, 2013 and incorporated
herein by reference) †

Form of Restricted Stock Unit Award Agreement pursuant to 2013 Long-Term Incentive Plan
(filed as Exhibit 10.16 to Form S-1(File No. 333-190893) filed August 29, 2013 and incorporated
herein by reference) †

Form of Indemnification Agreement between Potbelly Corporation and each of its directors and
executive officers (filed as Exhibit 10.17 to Form S-1(File No. 333-190893) filed August 29, 2013
and incorporated herein by reference)

10.18

2014 Directors Compensation Plan †

21.1

23.1

24.1

31.1

31.2

32.1

Subsidiaries of the Registrant

Consent of Deloitte & Touche LLP

Power of Attorney (included on signature page)

Certification of Chief Executive Officer pursuant to Section 302 of the Sarbanes-Oxley Act of
2002

Certification of Chief Financial Officer pursuant to Section 302 of the Sarbanes-Oxley Act of
2002

Certification of Chief Executive Officer and Chief Financial Officer pursuant to Section 906 of
the Sarbanes-Oxley Act of 2002

101.INS

XBRL Instance Document

101.SCH

XBRL Taxonomy Extension Schema

101.CAL

XBRL Taxonomy Extension Calculation Linkbase

101.Def

XBRL Taxonomy Extension Definition Linkbase

101.LAB

XBRL Taxonomy Extension Label Linkbase

101.PRE

XBRL Taxonomy Extension Presentation Linkbase

† Management contract or compensatory plan

89

EXHIBIT 31.1

Certification of Chief Executive Officer Pursuant to Section 302 of the Sarbanes-Oxley Act of 2002

I, Aylwin Lewis, certify that:

1.

I have reviewed this annual report on Form 10-K of Potbelly Corporation;

2. Based on my knowledge, this report does not contain any untrue statement of a material fact or omit to state
a material fact necessary to make the statements made, in light of the circumstances under which such
statements were made, not misleading with respect to the period covered by this report;

3. Based on my knowledge, the financial statements, and other financial information included in this report,

fairly present in all material respects the financial condition, results of operations and cash flows of the
registrant as of, and for, the periods presented in this report;

4.

The registrant’s other certifying officer and I are responsible for establishing and maintaining disclosure
controls and procedures (as defined in Exchange Act Rules 13a-15(e) and 15d-15(e)) for the registrant and
have:

(a) Designed such disclosure controls and procedures, or caused such disclosure controls and procedures to

be designed under our supervision, to ensure that material information relating to the registrant,
including its consolidated subsidiaries, is made known to us by others within those entities, particularly
during the period in which this report is being prepared;

(b) Evaluated the effectiveness of the registrant’s disclosure controls and procedures and presented in this
report our conclusions about the effectiveness of the disclosure controls and procedures, as of the end
of the period covered by this report based on such evaluation; and

(c) Disclosed in this report any change in the registrant’s internal control over financial reporting that

occurred during the registrant’s most recent fiscal quarter (the registrant’s fourth fiscal quarter in the
case of an annual report) that has materially affected, or is reasonably likely to materially affect, the
registrant’s internal control over financial reporting; and

5.

The registrant’s other certifying officer and I have disclosed, based on our most recent evaluation of internal
control over financial reporting, to the registrant’s auditors and the audit committee of the registrant’s board
of directors (or persons performing the equivalent functions):

(a) All significant deficiencies and material weaknesses in the design or operation of internal control over
financial reporting which are reasonably likely to adversely affect the registrant’s ability to record,
process, summarize and report financial information; and

(b) Any fraud, whether or not material, that involves management or other employees who have a

significant role in the registrant’s internal control over financial reporting.

Date: March 5, 2014

/s/ Aylwin Lewis

Aylwin Lewis
Chief Executive Officer and President

EXHIBIT 31.2

Certification of Chief Financial Officer Pursuant to Section 302 of the Sarbanes-Oxley Act of 2002

I, Charles Talbot, certify that:

1.

I have reviewed this annual report on Form 10-K of Potbelly Corporation

2. Based on my knowledge, this report does not contain any untrue statement of a material fact or omit to state
a material fact necessary to make the statements made, in light of the circumstances under which such
statements were made, not misleading with respect to the period covered by this report;

3. Based on my knowledge, the financial statements, and other financial information included in this report,

fairly present in all material respects the financial condition, results of operations and cash flows of the
registrant as of, and for, the periods presented in this report;

4.

The registrant’s other certifying officer and I are responsible for establishing and maintaining disclosure
controls and procedures (as defined in Exchange Act Rules 13a-15(e) and 15d-15(e)) for the registrant and
have:

(a) Designed such disclosure controls and procedures, or caused such disclosure controls and procedures to

be designed under our supervision, to ensure that material information relating to the registrant,
including its consolidated subsidiaries, is made known to us by others within those entities, particularly
during the period in which this report is being prepared;

(b) Evaluated the effectiveness of the registrant’s disclosure controls and procedures and presented in this
report our conclusions about the effectiveness of the disclosure controls and procedures, as of the end
of the period covered by this report based on such evaluation; and

(c) Disclosed in this report any change in the registrant’s internal control over financial reporting that

occurred during the registrant’s most recent fiscal quarter (the registrant’s fourth fiscal quarter in the
case of an annual report) that has materially affected, or is reasonably likely to materially affect, the
registrant’s internal control over financial reporting; and

5.

The registrant’s other certifying officer and I have disclosed, based on our most recent evaluation of internal
control over financial reporting, to the registrant’s auditors and the audit committee of the registrant’s board
of directors (or persons performing the equivalent functions):

(a) All significant deficiencies and material weaknesses in the design or operation of internal control over
financial reporting which are reasonably likely to adversely affect the registrant’s ability to record,
process, summarize and report financial information; and

(b) Any fraud, whether or not material, that involves management or other employees who have a

significant role in the registrant’s internal control over financial reporting.

Date: March 5, 2014

/s/ Charles Talbot

Charles Talbot
Chief Financial Officer

CERTIFICATION PURSUANT TO
18 U.S.C. SECTION 1350,
AS ADOPTED PURSUANT TO
SECTION 906 OF THE SARBANES-OXLEY ACT OF 2002

EXHIBIT 32.1

In accordance with 18 U.S.C. 1350, as adopted pursuant to Section 906 of the Sarbanes-Oxley Act of 2002,

Aylwin Lewis, Chief Executive Officer and President of Potbelly Corporation (the “Registrant”), and Charles
Talbot, Chief Financial Officer of the Registrant, each hereby certifies that, to the best of his knowledge on the
date hereof:

1.

2.

the Registrant’s Annual Report on Form 10-K for the period ended December 29, 2013, to which this
Certification is attached as Exhibit 32.1 (the “Annual Report”), fully complies with the requirements of
Section 13(a) or 15(d) of the Securities Exchange Act of 1934; and

information contained in the Annual Report fairly presents, in all material respects, the financial
condition and results of operations of the Registrant.

Date: March 5, 2014

By: /s/ Aylwin Lewis

Date: March 5, 2014

Aylwin Lewis
Chief Executive Officer and President

By: /s/ Charles Talbot

Charles Talbot
Chief Financial Officer

This certification accompanies this Annual Report on Form 10-K pursuant to Section 906 of the Sarbanes-
Oxley Act of 2002 and shall not be deemed filed by the Registrant for purposes of Section 18 of the Securities
Exchange Act of 1934, as amended (the “Exchange Act”). Such certification will not be deemed to be
incorporated by reference into any filing under the Securities Act of 1933, as amended, or the Exchange Act,
except to the extent that the Registrant specifically incorporates it by reference.

Executive Officers

Board of Directors

Corporate Headquarters

Aylwin Lewis
Chairman, Chief Executive
Officer and President

John Morlock
Senior Vice President,
Chief Operations Officer

Matthew Revord
Senior Vice President,
Chief Legal Officer, General
Counsel and Secretary

Charles Talbot
Senior Vice President and
Chief Financial Officer

Nancy Turk
Senior Vice President,
Chief People Officer and
Corporate Communications

Anne Ewing
Senior Vice President,
New Shop Development

Aylwin Lewis
Chairman and Chief
Executive Officer

Bryant Keil
Founding Chairman

Gerald Gallagher
Lead Director

Vann Avedisian

Peter Bassi

Dan Ginsberg

222 Merchandise Mart Plaza
23rd Floor
Chicago, IL 60654

Transfer Agent

American Stock Transfer & Trust
Company, LLC

Address:
Operations Center
6201 15th Avenue
Brooklyn, NY 11219

Telephone:
(800) 937-5449 or (718) 921-8124

Marla Gottschalk

Website:
http://www.amstock.com/

Dan Levitan

Investor Relations

Investors@Potbelly.com
312-428-2950

Forward-looking statements, within the meaning of Section 21E of the Securities Exchange Act of 1934, are made throughout this Annual
Report.

They appear in a number of places throughout this Annual Report and include statements regarding our intentions, beliefs or current
expectations concerning, among other things, our results of operations, financial condition, liquidity, prospects, growth, strategies and the
industry in which we operate For a discussion of certain risks and uncertainties that may affect our future results, please see “Business” in
Item 1, “Risk Factors” in Item 1A and “Management’s Discussion and Analysis of Financial Condition and Results of Operations” in
Item 7.