The £10 Jacket Potato Causing Huge Queues Arrives in Newcastle

Hundreds of hungry customers formed lengthy queues in North Tyneside this week as social media sensation Spud Bros Express officially opened its latest location at Cobalt Business Park near Newcastle.

The arrival of the viral jacket potato brand drew crowds from across the region, with some visitors eager to be among the first to try the loaded baked potatoes that have helped turn a traditional British staple into one of the UK's biggest food trends. The opening also featured a giveaway of free jacket potatoes for the first 100 customers, adding even more excitement to an already highly anticipated launch.

For many people in the queue, the appeal was simple. They wanted to find out whether a baked potato costing significantly more than a traditional takeaway spud was really worth the hype.

Who Are Spud Bros?.

Spud Bros is the brainchild of brothers Jacob and Harley Nelson, who transformed a long-running family potato business in Preston into a social media phenomenon.

The family business traces its roots back to 1955, when a hot potato cart first began serving customers in Preston's Flag Market. The Nelson family took over the operation in 2020 and soon realised that social media could help bring the humble jacket potato to a much wider audience.

What followed was an extraordinary rise to fame. By regularly livestreaming food preparation, interacting with customers and showcasing giant loaded potatoes on TikTok, the brothers amassed millions of followers. Today, Spud Bros boasts a social media audience of more than eight million people across multiple platforms, helping transform what was once a local business into an internationally recognised food brand.

Their videos regularly attract millions of views and have inspired customers to travel hundreds of miles simply to try one of their famous jacket potatoes.

Why Are People Queueing for Baked Potatoes?.

The popularity of Spud Bros may seem surprising at first glance. After all, jacket potatoes have long been considered one of Britain's simplest and most affordable meals.

However, the company has successfully reinvented the classic baked potato by offering oversized portions, premium toppings and a distinctive social media-friendly presentation.

Many customers see a visit to Spud Bros as more than just grabbing lunch. It has become an experience fuelled by TikTok videos, online reviews and viral food trends.

Long queues have become a familiar sight at Spud Bros openings across the UK, with fans often willing to wait considerable lengths of time to sample the food they have watched online for months or even years.

The Newcastle launch proved no different, with crowds gathering well before opening time to secure their place in line.

How Much Do Spud Bros Potatoes Cost?.

One of the biggest talking points surrounding Spud Bros is the price of its loaded jacket potatoes.

According to current menu information, signature options such as The Spud Bros Classic, Tuna Coleslaw and The Spudfather are priced at approximately £9.95 each. Customers can also customise their meals using a build-your-own option with a variety of toppings and sauces.

While some critics argue that nearly £10 for a baked potato is expensive, supporters point to the generous portion sizes, premium ingredients and the overall experience that accompanies the meal.

Popular menu items include The Spud Bros Classic, featuring garlic butter, a three-cheese blend, baked beans, crispy onions and the brand's famous Tram Sauce. Another customer favourite is The Spudfather, which comes topped with chilli con carne, cheese, crispy onions and the signature sauce.

For many visitors, the price has become part of the curiosity. The question of whether a £10 jacket potato lives up to expectations has only helped drive demand.

A Viral Success Story Built on Social Media.

Unlike many restaurant brands that rely heavily on traditional advertising, Spud Bros built its success almost entirely through social media.

The brothers gained popularity during and after the Covid period by livestreaming their daily work, chatting with customers and sharing behind-the-scenes content from their Preston tram.

Their approachable personalities and authentic content helped them stand out in an increasingly crowded online landscape. Rather than producing highly polished promotional videos, they focused on real interactions and simple food preparation, creating a loyal audience that felt connected to the business.

That strategy has paid off spectacularly. What began as a local food stall has expanded into multiple Spud Bros Express locations across the UK, with international expansion also on the agenda. Reports suggest the business has ambitions to grow significantly through franchising, with dozens of locations planned in the coming years.

Why Newcastle Was Chosen for Expansion.

The North East has become one of the latest regions targeted by the rapidly expanding brand, with Newcastle and North Tyneside offering a large customer base and strong food culture.

Speaking ahead of the launch, Jacob Nelson praised the area's strong community spirit and enthusiasm for supporting local and independent businesses.

The new site at Cobalt Business Park is strategically positioned to attract commuters, workers and visitors travelling through the region. It also gives Newcastle residents easier access to the brand without making the long journey to Preston or other locations.

With Newcastle already known for embracing food trends and independent eateries, the opening appears to have arrived at exactly the right time.

The Future Looks Bright for Spud Bros Express.

The Newcastle opening represents another major milestone in a remarkable growth story that began with a single potato cart.

From serving customers in Preston's Flag Market to opening locations around the UK and exploring international opportunities, the Nelson brothers have turned one of Britain's simplest foods into a globally recognised brand.

Whether customers are drawn by nostalgia, curiosity or the influence of social media, there is no denying the demand. The queues seen in North Tyneside this week suggest the appetite for loaded jacket potatoes remains stronger than ever.

As Newcastle food lovers continue flocking to Cobalt Business Park, one thing is clear. The humble baked potato has undergone an unlikely transformation into one of Britain's hottest food trends.

Would you queue for a £10 loaded jacket potato, or is the hype getting out of hand?