The social media food brand opened its SpudBros Express site at Frasers Plus Designer Outlet Swindon on Tuesday, its first location inside a designer outlet.
Founders Jacob and Harley Nelson say the performance of the Swindon store could determine whether the concept is introduced at other outlet destinations.
One of the brothers said:
“I think this is really exciting for us because it’s the first designer outlet.
“When we walked in, we got a really good feeling. It’s nice and busy and the footfall at weekends is meant to be really good.
“Hopefully, if it does perform, maybe there’s a few more outlets that we can open. That’s the hope.”
The Kemble Drive branch forms part of SpudBros’ expansion beyond its original Preston base and has been delivered alongside foodtech company Taster and franchise operator Ketch & Co.
SpudBros has built a significant following on TikTok, Instagram and YouTube after developing from the family’s long-running jacket potato business in Preston. The founders say their ambitions extend beyond opening more branches across the UK, with the company already operating six locations in the UAE. One said:
“Every business and every person should have a vision.
“Our vision was to build a global brand using social media in a positive way and inspire the younger generation. That is what we wanted to do.”
When asked whether they believed SpudBros could eventually become an international business, the response was: “We already are.”
The brothers also believe their success has encouraged other independent food businesses to use platforms such as TikTok and livestreaming to reach customers.
One of the founders said:
“There are a lot of smaller businesses now that have jumped onto the jacket potato. It’s great.
“The more jacket potatoes sold, the better it is for the farmers, the better it is for the economy.”
They also want their social media presence to encourage more young people to consider starting businesses of their own.
One of the brothers said:
“Our goal is to influence the younger generation, use social media positively to build a business and to see young people say, ‘I want to start my own business’.
One founder said he eventually hopes to use the experience gained through SpudBros to support and invest in other young entrepreneurs. He said:
“My 10-year plan as an individual is to hopefully use all the experience that I’ve learned from this, and all the knowledge as well, to help other young entrepreneurs using social media and maybe invest into them.
“We’re speaking to a few smaller businesses around our area that we’re going to help.”
As the business expands, the brothers say they also want to maintain the quality and provenance of their food. They said several ingredients, including cheese, butter and garlic chilli chicken, are sourced from Preston, while the company’s Tram Sauce was developed by the business.
One of the founders said:
“We don’t want people to have a cheap and cheerful meal.
“We are developing new recipes, new innovation, and we want it to be right and we want it to be good quality.”
Customers began arriving at the Swindon store from midday on Tuesday, with the first 100 offered a free jacket potato to mark the opening.
SpudBros Express will trade seven days a week from its new unit inside Frasers Plus Designer Outlet Swindon.
A representative involved in operating the branch said the team had spent time observing how the centre operates before opening, with its first weekend expected to provide a bigger test of demand.
He said:
“Obviously, it doesn’t actually guarantee success because you never know.
“People still need to enjoy the brand and take to the brand.”
The success of the Swindon branch could now help determine whether SpudBros takes its Express concept into further designer outlets around the country.
