The humble baked potato has transcended its status as a comfort classic to become a viral food phenomenon, inspiring people to travel across continents for a taste. SpudBros, a brand that began over 70 years ago in Preston's Flag Market, now boasts eight branches nationwide and an impressive following of five million on TikTok and one million on Instagram.
Despite opening a new, modern location off London's Regent Street at the end of May, the launch day saw queues stretching down the road during a heatwave, with some customers reportedly waiting for hours. The allure of SpudBros has attracted celebrity fans including Will Smith, Ed Sheeran, Joe Jonas, and Liam Neeson. Punters have traveled from as far as Australia and South Africa for the experience.
The Social Media Engine
The surge in popularity is largely attributed to social media. Siblings Jacob and Harley Nelson, aged 30 and 23, are now at the helm of SpudBros. Their father, Tony, who took over the original Preston stall after the owner's death, initiated the brand's social media presence. By using GoPro cameras worn on their heads, they transformed the process of making a baked potato into a livestreamed event, amassing billions of views. This digital strategy led to the opening of their first SpudBros Express pop-up in Soho, where dedicated fans began queuing at dawn.
Another significant figure in the baked potato craze is Ben Newman, known as Spudman. Based in Tamworth, Newman has accumulated 4.2 million TikTok followers. His distinctive pink mohawk and the consistent queues at his stall have made him a local legend. Newman, who acquired his market stall in 2003, found a new audience on TikTok after his son introduced him to the platform during the COVID-19 pandemic. A single video posted by him garnered half a million views, dramatically expanding his reach globally.
Newman continues to sell over 1,000 potatoes daily, with prices around £6 for a potato with cheese and chilli, which is noted for offering good value.
A Taste of London
At the new SpudBros location in London, prices are slightly higher, with the "Spudfather" costing £10.50. The service is described as slick and speedy, with potatoes available by the door and prominent signage proclaiming "The Greatest Spuds on Earth."
The "Spudfather" features a crisp skin, earthy potato flavor, a fluffy interior, ample butter, a three-cheese melange, homemade chilli, crispy fried onions, and a spicy mayonnaise known as "Tram Sauce." While acknowledged as a high-quality offering, the article suggests that even a premium baked potato may not justify an extended wait, noting that such dishes are easily replicable at home.