2. They make SO many sandwiches
With the mission clear, it’s time for trial & error in the test kitchen. In total, Potbelly might develop something like 15 “builds” (what the sandwich biz calls a recipe), choose 10 to taste test (there will be MANY rounds of taste tests), and around five to move forward into further testing. Think of it like a lunch-tastic American Idol. In this case, the key questions were, “What ingredients will go well with avocados?” and “Should it be fresh avo, or would an easier-to-manage spread work?”
The conclusion: despite the fact that working with fresh avocados is a huge pain-in-the-a… vocado, the tastier fresh route was the only way to go.