TikTok sensation SpudBros, with food brand operator Taster, have partnered with petrol forecourt convenience operator EG On The Move to bring the brand’s viral loaded jacket potatoes to UK service stations.
The tie-up will launch with two SpudBros Express trial stores at EG’s service stations in Blackburn and Wakefield, marking a first for roadside customers. They follow the opening of SpudBros Express stores in London, Liverpool and Sheffield.
If the trial is successful, both partners will explore the rollout of SpudBros across EG’s national network of over 160 petrol forecourt locations.
The Blackburn site will open on 17 December, followed by Wakefield on 18 December. They will both be open seven days a week between 11am and 8pm.
The new concessions will serve the brand’s Classic spud with garlic butter, three-cheese mix, beans, crispy onions and tram sauce, alongside the Spudfather topped with chill con carne. Customers can also choose from tuna coleslaw and bolognese as toppings, with the option to create their own.
SpudBros originally opened in 1955 as a hot potato cart on Preston’s Flag Market. The brand now has more than 4.8 million followers on TikTok and has attracted celebrity fans including Will Smith, Joe Jonas and Liam Neeson.
“Partnering with EG On The Move is a huge moment for us,” said SpudBros co-founder Jacob Nelson. ”Like Zuber Issa, CEO of EG On The Move, we are proud of our Lancashire heritage.
“At SpudBros our goal has always been to take our menu offer beyond the queues around the block and into people’s everyday lives. By working with brilliant retail operators and passionate franchise owners, we are proving that a humble jacket potato can become a nationally loved brand. I am confident Blackburn and Wakefield are just the beginning of a much bigger journey with EG On The Move.”
EG On The Move COO Salim Hasan added that SpudBros’ “operational focus on menu development, marketing, quality, speed and customer satisfaction aligns perfectly with our own passion for foodservice investment”.
“We always aim to enhance the customer offer at our sites with partnerships with leading, complementary foodservice brands like SpudBros Express. 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.”
SpudBros joins over 200 roadside concessions which are managed and operated by EG, including foodservice brands such as Starbucks, Subway, Greggs, Popeyes and Chaiiwala.
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