From Ghost Town to Viral Crown: The Humble Jacket Potato's Surprising Fast-Food Comeback

The jacket potato was declared dead in the UK after the Spudulike chain closed in 2024. Now, it is a fast-food sensation. New companies are selling it piled with creative toppings and promoting it across social media. This once-simple lunch is now drawing long queues. Food lovers, tourists, and teenagers all wait for a taste. The comeback is led by a new wave of social-media-savvy vendors. Jacob Nelson of SpudBros was an early pioneer. "We thought: how can we make the jacket potato sexy again?" he says. He runs the business with his brother Harley and their father. The brothers started slowly during the pandemic. Their stall in Preston's Flag Market was empty. "It was an absolute ghost town," Harley recalls. They asked a student for advice and were told to use social media. They listened. The brothers began filming customer interactions and showcasing their loaded potatoes on TikTok. Their videos went viral in 2023, fueling a national trend. Now, the humble spud is enjoying a global foodie moment, reborn as a trendy and shareable meal.