Braving the Elements for a Spud (Image Credits: Flickr)
From bustling markets in Preston to rainy streets in Sheffield, Britons have embraced the jacket potato with fervor. This simple baked potato, kept in its skin and smothered in generous toppings, emerged as a street food staple nearly two centuries ago.[1] Once a fixture in high-street cafes, it faded after the closure of chain Spudulike in 2024. Social media has reignited its appeal, drawing crowds willing to endure hours-long waits.
Braving the Elements for a Spud
In Sheffield last November, a queue stretched down Fargate street on a grey, wet morning. It began with more than 150 people and grew to over 400 by opening time.[2] Amelia Sorby arrived the previous evening at 18:30 and waited nearly 24 hours without sleep, fueled by excitement. She praised the “great vibes” from the vendors.
Ryan Colton traveled 40 miles by bus and train, arriving at 04:00, to sample garlic butter, cheese, and chili. His grandmother called him mad for standing in the rain. Father Jay Henshall and daughter Sharna drove from Chesterfield, drawn by TikTok videos that made the potatoes look irresistible. Franchise owner Asif Iqbal called the turnout a “dream come true.”
The Anatomy of a Jacket Potato
A jacket potato starts with a large russet baked until fluffy inside and crisp outside. Vendors pierce and oil it before cooking in industrial ovens that handle up to 200 at once. Toppings transform the blank canvas into a meal.
Traditional choices include baked beans and cheese or tuna mayonnaise. Newer options feature garlic chili chicken with raita or chili con carne topped with sour cream. Nutritionists note the dish’s value when balanced: beans provide fiber, tuna adds protein, and a fist-sized potato avoids blood sugar spikes.[1]
Social Media Fuels the Frenzy
Brothers Jacob and Harley Nelson launched Spud Bros from a tram carriage in Preston’s Flag Market during 2020 lockdown. Their TikTok account exploded after rebranding in 2023, amassing 4.8 million followers.[3] Videos of loaded spuds and customer banter garnered 500 million monthly views across platforms. Jacob Nelson said, “We thought: how can we make the jacket potato sexy again?”[1]
Ben Newman’s Spudman in Tamworth followed suit with over 4 million TikTok followers. Headcam footage and celebrity nods, like Kim Kardashian’s praise for sour cream and bacon bits, amplified the hype. Even Subway introduced “Spudway” options. The result: jacket potato businesses jumped from seven in 2023 to over 70 in 2025.[1]
| Vendor | Base Location | TikTok Followers |
|---|---|---|
| Spud Bros | Preston | 4.8 million |
| Spudman | Tamworth | Over 4 million |
Inside the Allure of Loaded Tubers
Generous portions set these apart. Spud Bros slathers garlic butter, cheese, and crispy onions atop fluffy interiors. Customers queue not just for food but the experience: free spuds for early birds, sponsorships with Preston North End FC, and collaborations with stars like MrBeast.
Waitrose reported a third more large potato sales by late 2025, with online searches up 178 percent. A Subway poll found 94 percent of UK adults eat jacket potatoes weekly. Yet skeptics abroad puzzle over beans-on-potato combos.[4]
- Classic: Cheese and baked beans
- Savory: Tuna mayo with sweetcorn
- Spicy: Chilli con carne and sour cream
- Gourmet: Garlic chicken curry with raita
- Decadent: Lobster or caviar trials
Key Takeaways
- Social media turned a fading staple into a global phenomenon with million-follower vendors.
- Queues reflect hype around vibes and heaps of toppings, not just taste.
- Expansions signal staying power, from pop-ups to forecourt deals.
The jacket potato’s revival underscores how platforms like TikTok elevate everyday eats. Vendors eye London shops and international outposts, proving the spud’s enduring draw. What topping would lure you into line? Tell us in the comments.
