People are lining up in Preston, Lancashire, not for fish and chips, but for the all-time favorite baked potato, thanks to a TikTok revival.
From as far away as Australia and South Africa, fans have flocked to Spud Bros in Preston for a taste of the celebrated jacket potato. This humble dish has become the talk of the town, making its way into the hearts and stomachs of people around the globe, all thanks to TikTok.
The Spud Bros, real-life brothers Jacob and Harley Nelson, have cultivated a massive following on the platform, amassing over 2.6 million followers and racking up 1.5 billion views in the past year. By 10:30 AM, a queue stretches from their baked potato van, a converted tram, with eager customers from as far as Liverpool, Glasgow, and Orlando, Florida, sometimes arriving as early as 4:30 AM.
The first customer of the day even enjoys a free lunch, an added incentive that has surely contributed to the long lines. Many in the queue attribute their presence to TikTok, where the brothers’ engaging content showcases their innovative takes on traditional toppings.
Everyone loves a jacket potato, Harley, aged 22, remarked. You can’t beat it, nice in winter, just filling. And it’s cheap; five pounds for a cheese and bean. Indeed, it’s the blend of innovation and tradition that makes their offerings irresistible. With chili made from cocoa powder and a mix of ten herbs and spices, three types of local cheese, and garlic chicken from a nearby Indian restaurant, they have added their unique twist to the classic baked potato.
Their father, Tony Nelson, initiated the TikTok endeavor after taking over the stall from a late family friend. He enlisted Harley to help, and later Jacob quit his job to join them. The transformation has been remarkable, with their demographic shifting from older patrons to a younger crowd. They’ve even introduced global celebrities like the Jonas Brothers to the delight of a hearty baked potato.
One dedicated fan from America planned her Europe tour specifically to visit the Spud Bros, having been captivated by their TikTok videos. Jacob captured the moment by sharing British delights like Heinz beans and Vimto with her. Similarly, Jason Sales from Orlando praised his first taste of the loaded spud, calling it delicious.
The success of the Spud Bros is not an isolated phenomenon. In Tamworth, Ben Newman, better known as Spudman, similarly turned to TikTok to revive his business post-COVID. Now with 3.7 million followers, his success story adds to the narrative of social media’s power in the food industry. Newman emphasizes the importance of advertising where people are most engaged – their phones.
The trend has inspired many, with spud vans popping up everywhere and inquiries pouring in about starting similar ventures. The Spud Bros often help others set up their own businesses, spreading the baked potato revolution far and wide.
These stories illustrate a broader trend of how social media can breathe new life into traditional foods, tapping into a global audience hungry for both nostalgia and novelty.
This baked potato revival spearheaded by TikTok stars like Spud Bros and Spudman showcases the power of social media in transforming humble dishes into global sensations. Who knew a simple spud could bring people together from around the world?
Source: Theguardian