Potbelly Refreshes Menu and Brand Identity to Reinforce Focus on Bihari Cuisine

Potbelly, known for its focus on authentic Bihari cuisine, has introduced a refreshed menu along with a redesigned brand identity, marking a strategic update for the restaurant. The changes signal a business-led evolution aimed at aligning traditional regional food with contemporary dining expectations, while maintaining the core culinary identity the brand is known for.

The revised menu retains Potbelly’s established offerings such as Litti Chokha, Dal Bhaat Thali, and the Bhojpuri Thali. It continues to feature slow-cooked dishes including Champaran-style Mutton, Chicken Ishtew, and Khada Masala Chicken served with Lachha Paratha. The biryani section remains focused on regional preparations, with Kathal Biryani, Machhli Biryani, and Yakhni-style Mutton Biryani, all prepared using traditional slow-cooking methods in earthen pots.

The small plates and starter selection draws from familiar Bihari home-style food, with items such as Chana Dal Pyaz Kachri, Aloo Lalu Chop, Phish Phingers, and assorted baskets of poori, pakora, and paratha. Beverage offerings have also been retained and organised around traditional flavours, including Aam Panna, Sattu Cooler in sweet and salty variants, Mirchi Masala Lemonade, and iced teas infused with tulsi, rose, and lemongrass.

Alongside the menu update, Potbelly has introduced a new visual identity. The refreshed brand design keeps its rustic character intact while adopting a warmer and more contemporary look, reflecting changing consumer preferences without distancing itself from its regional roots.

Puja Sahu, Founder, Potbelly, said, “Potbelly has always been about honest food and stories from Bihar. This refresh is not about changing who we are, but about presenting our cuisine and our space in a way that feels more welcoming, relevant, and reflective of how our guests experience regional food today while keeping the flavours exactly where they belong.”

The update reflects a growing trend where regional restaurants are investing in brand presentation and menu structuring to remain relevant in a competitive dining market. Potbelly’s approach indicates a focus on long-term brand building by balancing authenticity with operational and experiential updates. With this move, the restaurant continues to position itself as a specialist in Bihar’s culinary traditions while adapting its retail-facing identity to current consumer behaviour.