In a surprising culinary turnaround, Britain’s humble jacket potato is staging a dramatic comeback, driven not by traditional restaurants but by social media savvy and strategic roadside retail partnerships. Preston-based SpudBros, a TikTok-famous baked potato business founded by brothers Jacob and Harley Nelson, has announced a significant expansion across UK forecourts through a partnership with EG On The Move. This development, confirmed in December 2025, marks a pivotal moment for comfort food retail and demonstrates how digital-native brands can reshape traditional markets.
SpudBros Transforms Jacket Potato Perception Through Digital Strategy
The remarkable journey of SpudBros began in 2020 when the Nelson brothers took over an aging hot potato cart in Preston, Lancashire. Initially, they faced the same challenges that doomed previous baked potato chains. However, their strategic pivot to social media platforms, particularly TikTok, created an entirely new business model. Through engaging short-form videos showcasing oversized potatoes with creative toppings, they built a loyal Gen Z following that translated into real-world demand.
Their content strategy focused on several key elements:
- Visual Appeal: Generously loaded potatoes with vibrant toppings
- Nostalgia Marketing: Tapping into 1990s comfort food memories
- Celebrity Engagement: Organic endorsements from figures like Will Smith and MrBeast
- Transparency: Behind-the-scenes footage of food preparation
This digital-first approach fundamentally differentiated SpudBros from previous jacket potato businesses. Rather than relying solely on high street foot traffic, they cultivated an online community that actively sought out their physical locations. The brand’s expansion to London, Liverpool, and Sheffield locations demonstrated this demand was both genuine and scalable.
Strategic Forecourt Partnership Signals Major Retail Shift
The partnership with EG On The Move represents a calculated move into high-traffic roadside locations. With approximately 160 petrol forecourts across the UK, EG provides immediate access to captive audiences during travel moments. The initial trial locations in Blackburn, Lancashire, and Wakefield, West Yorkshire launched last week with the SpudBros Express concept.
Salim Hasan, Chief Operating Officer at EG On The Move, emphasized the strategic thinking behind this collaboration. “Working alongside the SpudBros Express leadership and brand team, we anticipate the opening of these two trial stores will be a strong and successful long-term roadside partnership,” he stated. This partnership leverages EG’s existing infrastructure of over 200 food and drink concessions, which includes established brands like Starbucks and Greggs.
Roadside Retail Evolution and Consumer Behavior Analysis
The move into forecourts reflects broader changes in UK consumer behavior and retail strategy. Traditional high street locations have faced significant challenges, as evidenced by the 2019 collapse of Spudulike’s remaining 37 branches. In contrast, roadside locations offer consistent footfall from travelers seeking convenient, quality food options.
Industry analysts note several advantages of the forecourt model:
| Advantage | Impact |
|---|---|
| Consistent Traffic | Petrol stations serve essential needs regardless of economic conditions |
| Impulse Purchases | Travelers often make spontaneous food decisions |
| Extended Hours | 24/7 operations maximize sales opportunities |
| Diversified Revenue | Food sales complement fuel and convenience items |
Jacob Nelson expressed confidence in this strategic direction. “I am confident Blackburn and Wakefield are just the beginning of a much bigger journey with EG On The Move,” he remarked. This expansion follows the brothers’ earlier deal with Taster, a food technology company that will help develop the SpudBros Express concept and explore franchising opportunities.
Market Context: From Spudulike’s Demise to Modern Revival
The current jacket potato revival stands in stark contrast to recent industry history. Spudulike’s collapse in 2019 resulted from multiple factors including declining high street footfall, rising operational costs, and changing lunchtime habits. The casual dining sector overall faced significant challenges during this period, with brands like Carluccio’s and Ed’s Easy Diner also closing locations.
However, SpudBros represents a new generation of food businesses that have learned from these failures. Their approach combines several innovative elements:
- Digital Native Foundation: Built brand awareness through social media rather than expensive traditional advertising
- Flexible Formats: Developed both full-service locations and express kiosks for different retail environments
- Modern Nostalgia: Updated a classic product for contemporary tastes while maintaining comforting familiarity
- Strategic Partnerships: Leveraged established retail networks rather than bearing full expansion costs alone
This multifaceted strategy addresses the specific pain points that doomed previous baked potato ventures while capitalizing on current market opportunities.
Consumer Trends Driving the Comfort Food Renaissance
The success of SpudBros reflects broader consumer trends that have emerged in the post-pandemic landscape. Several factors contribute to the renewed popularity of jacket potatoes:
Nostalgia Marketing Effectiveness: In uncertain economic times, consumers increasingly seek comforting, familiar foods that evoke positive memories. The jacket potato represents affordable indulgence with emotional resonance.
Value Consciousness: With food prices remaining elevated in 2025, jacket potatoes offer perceived value through generous portions and customizable toppings. This positions them favorably against more expensive casual dining options.
Digital Discovery Patterns: Social media platforms like TikTok have become primary discovery channels for dining choices, particularly among younger consumers. SpudBros mastered this channel early, creating viral content that drove offline visitation.
Convenience Demands: The forecourt expansion specifically addresses modern consumers’ desire for quality food during routine activities like refueling. This captures demand that might otherwise go to traditional fast food options.
Economic Implications and Industry Impact
The SpudBros expansion carries significant implications for the UK food retail sector. Their partnership model with EG On The Move demonstrates how emerging brands can achieve national presence without the capital intensity of traditional expansion. This approach could influence other digital-native food businesses considering physical retail growth.
Furthermore, the success of comfort food concepts in forecourt locations may prompt other roadside retailers to diversify their food offerings beyond standard fast food. This could elevate overall food quality at travel locations while creating new opportunities for specialized food concepts.
Conclusion
The SpudBros UK forecourt expansion represents more than just another food chain growth story. It demonstrates how social media strategy, nostalgia marketing, and innovative retail partnerships can revive seemingly outdated food categories. The jacket potato’s journey from 1990s office lunch staple to TikTok sensation and now forecourt fixture illustrates the dynamic nature of modern food retail. As SpudBros continues its expansion through the EG On The Move partnership, it establishes a compelling blueprint for how digital-native brands can successfully transition to physical retail while maintaining their authentic appeal. This development suggests that with the right strategy, even the most traditional foods can find new relevance in contemporary markets.
FAQs
Q1: What makes SpudBros different from previous jacket potato businesses like Spudulike?
SpudBros built its brand primarily through social media engagement rather than traditional high street retail. The brothers leveraged TikTok to create viral content, cultivated celebrity endorsements, and developed a loyal following before expanding physically. Their partnership with EG On The Move focuses on forecourts rather than struggling high street locations.
Q2: How many locations does SpudBros currently operate in the UK?
Beyond their original Preston location, SpudBros has expanded to London, Liverpool, and Sheffield. The new partnership with EG On The Move has launched trial locations in Blackburn and Wakefield, with potential for expansion across EG’s approximately 160 UK forecourts.
Q3: What role did TikTok play in SpudBros’ success?
TikTok provided the primary platform for brand building during the pandemic when physical retail faced restrictions. The brothers used short-form videos to showcase their loaded jacket potatoes, creating visual appeal that generated millions of views. This digital strategy created demand that drove customers to their physical locations.
Q4: Why are petrol forecourts considered strategic locations for food expansion?
Forecourts offer consistent, high-volume foot traffic from travelers who need to refuel. These locations provide captive audiences often seeking convenient food options. Unlike high streets, forecourt traffic remains relatively stable regardless of broader retail trends, providing more predictable business conditions.
Q5: What are the future expansion plans for SpudBros?
Following the trial with EG On The Move, SpudBros plans to potentially roll out across EG’s national forecourt network. The company has also partnered with Taster to develop the SpudBros Express concept and explore franchising opportunities, suggesting multiple pathways for future growth beyond company-owned locations.
