Potbelly opens in Winston-Salem as couple eyes Greensboro
potbelly arrived in Winston-Salem on April 7, when franchisees Dion and Keish Hilliard opened a new location at 3447 Burke Mill Road in Burke Mill Village, next to Guitar Center. The shop is the Triad’s latest addition to the chain, and the couple has also said they are looking at Greensboro for possible expansion. The opening gives Winston-Salem its first Potbelly and places the sandwich shop inside a busy shopping center on Burke Mill Road.
First Potbelly in Winston-Salem opens at Burke Mill Village
The store opened in Suite C1A at 3447 Burke Mill Road, Winston-Salem, N. C. 27103. The Hilliards are the franchise owners, and their arrival marks a notable step for the brand in the Triad. The shop sits beside Guitar Center in Burke Mill Village, making it part of a retail cluster that already draws steady foot traffic.
Among the menu items highlighted at the location are the Wreck sandwich, which includes turkey breast, hickory smoked ham, Angus roast beef, salami and Swiss cheese with choice of toppings. Other items shown at the shop include a grilled chicken club wrap, broccoli and cheese soup, a Farmhouse salad, a strawberry shake served with a shortbread cookie, and a selection of chips. The store also includes a potbelly stove, a detail tied to the brand’s setup.
What Dion and Keish Hilliard are putting into the store
The couple has decorated the restaurant with Winston-Salem memorabilia, giving the new space a local feel from the start. Dion Hilliard said his first visit to a Potbelly left a strong impression because of both the food and the look. “They had great food, and I just loved the look, ” Dion Hilliard said. “I said, ‘It would be great to run one of these one of these days. ’”
That comment now sits at the center of the store’s opening story: a longtime customer becoming a franchise owner in the same chain that inspired him. The Winston-Salem location gives the Hilliards a foothold in the Triad as they assess what comes next.
Why the opening matters for the Triad
For Winston-Salem, the new shop adds another dining option in Burke Mill Village and introduces a recognizable sandwich chain to a local audience. The couple’s interest in Greensboro suggests the opening may be part of a wider push, but no further details have been announced. For now, the focus remains on the Winston-Salem store and how it performs in its first weeks.
potbelly now has a visible place in Winston-Salem, and the Hilliards’ next move will be watched closely as they weigh expansion beyond the city. If their plans advance, Greensboro could be the next market to watch, but for now the new store in Burke Mill Village is the story.
