EG On The Move (EGOTM) is starting a trial at two of its petrol filling stations with jacket potato creators and TikTokers SpudBros.
The EGOTM sites – Frontier Park Service Station in Blackburn, which goes live today (December 17), and Snow Hill Service Station in Wakefield, tomorrow – are the first to give motorists access to the globally-recognised brand. It has over seven million followers on social media, of which more than 4.8 million are from TikTok.
The Blackburn-based Top 50 Indie, which now operates over 160 sites, says that this could be a “pre-cursor to an ambitious nationwide expansion”.
SpudBros, founded by siblings Jacob and Harley Nelson, originated from a humble tram which sold loaded hot potatoes in a market in Preston in 1955.
The brothers launched the brand in 2023, and now have SpudBros Express outlets in London, Liverpool and Sheffield, with reports of queues around the block when new variants are launched.
The SpudBros Express concessions at the EGOTM sites will feature cult favourites: the SpudBros Classic with garlic butter; the signature three-cheese mix, with beans and crispy onions; the world-famous tram sauce, the Spudfather topped with chilli con carne; tuna coleslaw; bolognese; and the option to create your own.
They will be open seven days a week between 11am–8pm, and run on a franchise model with EGOTM employing staff and putting capital behind the brand.
It becomes one of over 200 concessions now operated by Zuber Issa’s EGOTM, including foodservice brands Starbucks, Subway, Greggs, Popeyes, Chaiiwala, Sbarro, Cake Box and Ambala Sweets.
Salim Hasan, chief operating officer at EGOTM says the operator is excited to be introducing the brand, which like EGOTM has its roots in Lancashire.“SpudBros Express is a brand which already has a massive customer following and their operational focus on the menu development, marketing, quality, speed and customer satisfaction aligns perfectly with our own passion for foodservice investment,” says Hasan.
“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,” he adds.
Jacob Nelson, co-founder of SpudBros, adds: “Partnering with EG On The Move is a huge moment for us. Like Zuber Issa, CEO, EG On The Move, we are proud of our Lancashire heritage.
“At SpudBros our goal has always been to take make 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.”
