Dion and Keish Hilliard are slated to bring their first Potbelly location to Winston-Salem in early 2026. However, the Hilliards are far from done with their role in bringing the brand to a new area of North Carolina. The duo has signed a deal with Potbelly to bring six units to the Triad area.
Dion told What Now Charlotte that following this initial location, they plan to set their sights on Greensboro for the second location. They are currently in the process of scouting real estate there and hope to open that location in 2026.
Their third location, which they also hope to open next year, will likely be in the Winston-Salem area.
The final three locations in the deal will come later, and Dion hopes to grow beyond these initial six units in the long term.
The Chicago-based franchise is known for its toasted sandwiches. Dion believes it will fill a constant need within the Triad, especially as the market grows.
“We’re bringing jobs to the community and a quality food brand with a deep, rich heritage similar to the qualities I see in North Carolina,” Dion told What Now Charlotte. “Potbelly has nice, clean shops known for their great, delicious food and fantastic customer service. I think that will help us grow in a market that is not only growing by leaps and bounds, but also bring a relevant food option.”
Dion sees it as a useful option for activities ranging from catered corporate lunches to meal plans for children and their parents after sporting events on the weekends. He hopes that people in the area connect with the brand as he has.
“I’ve known the brand for years and I’m just so excited to be able to represent it in my market,” Dion said.
