Restaurants: TikTok is making the loaded potato a star again
- InsightTrendsWorld
- Apr 2
- 8 min read
Why it is the topic trending:
TikTok Popularity: Social media, specifically TikTok, has played a crucial role in reviving the loaded potato trend, with videos showcasing "jacket potatoes" gaining significant traction among Gen Z.
"Spuds Bros-mania": The popularity of TikTok creators like Spuds Bros and Spudman, who focus on loaded potatoes with unique toppings, has introduced the dish to a new generation.
Entrepreneurial Opportunity: Seeing the social media buzz, entrepreneurs in the U.S. are stepping in to create businesses centered around loaded potatoes, aiming to cater to this rediscovered craving.
Affordability and Filling Nature: The baked potato is an affordable and filling base, making it appealing in the current economic climate.
Overview:
The article discusses the resurgence of the loaded potato as a popular food trend, primarily driven by its newfound fame on TikTok. What was once considered a dated food court staple is now being rediscovered and embraced by Gen Z, leading to the emergence of new businesses specializing in this dish across the United States.
Detailed Findings:
U.K. Origin: The revival started in the U.K. with "jacket potatoes" being popular and social media influencers like Spuds Bros gaining millions of followers with their potato-loading videos.
TikTok Influence: TikTok videos showcasing loaded potatoes, often filmed from a first-person perspective, have generated significant interest and inspired "potato pilgrimages" to popular vendors.
U.S. Adoption: The term "jacket potato" is increasingly being used in the U.S., and while certain U.K. toppings like tuna and beans are not as popular, American-friendly toppings are resonating with consumers.
Emergence of Businesses: Examples like LA Spud Guys in Los Angeles, Watta Potato in Chicago, Spuds Potato Bar in Texas, and Rock N’ Potato in Las Vegas demonstrate the trend taking hold in the U.S., with entrepreneurs opening dedicated potato concepts.
Franchise Potential: Investors are recognizing the potential for a franchise-able loaded potato concept in the U.S. due to its popularity on social media and the lack of a dominant national player.
Affordability Appeal: The affordability and filling nature of loaded potatoes make them attractive, especially during times of economic uncertainty.
Indulgent Nature: While affordable and filling, the article notes that loaded potato concepts often feature indulgent toppings like butter, cheese, and macaroni and cheese, making them less of a healthy option.
Key Takeaway:
TikTok has successfully reintroduced the loaded potato to a new generation of consumers, creating a demand that entrepreneurs in the U.S. are now starting to meet with dedicated businesses offering a variety of creative toppings.
Main Trend: The TikTok-Driven Revival of Loaded Potatoes
Description of the Trend (Spud Renaissance):
The "Spud Renaissance" describes the resurgence in popularity of loaded baked potatoes, largely fueled by viral content on TikTok. This trend sees a classic, previously somewhat overlooked dish being embraced by a new generation (Gen Z) who are discovering its appeal through engaging and creative social media videos. The trend is characterized by innovative and indulgent topping combinations, the emergence of dedicated potato-centric food businesses, and a sense of nostalgia mixed with modern social media hype.
What is Consumer Motivation:
Consumer motivation includes:
Novelty and Discovery: Gen Z is discovering a dish that might be new to them or have associations with older generations, finding it novel and interesting.
Visual Appeal: The process of loading potatoes with various colorful and indulgent toppings makes for visually appealing content that resonates on social media.
Comfort Food Nostalgia (potentially): While new for some, others might find a nostalgic comfort in a familiar dish with endless customization possibilities.
Affordability and Value: Loaded potatoes offer a substantial and filling meal at a relatively affordable price point.
Social Media Engagement: The desire to participate in a trending food phenomenon and potentially try dishes popularized by social media influencers.
What is Driving Trend:
The trend is primarily driven by:
TikTok's Influence: Viral videos and influential creators showcasing loaded potatoes have exposed the dish to a massive audience.
Creator-Driven Content: The engaging and personality-driven content of creators like Spuds Bros and Spudman makes the dish appealing and entertaining.
Word-of-Mouth Marketing (Digital): The sharing of loaded potato content across social media platforms amplifies its reach and popularity.
Adaptability and Customization: The ability to customize toppings allows for a wide range of flavor profiles, catering to diverse preferences.
What is Motivation Beyond the Trend:
Beyond the immediate trend, the motivation might connect with:
Desire for Indulgence: The appeal of a satisfying and often indulgent meal option.
Seeking Affordable and Filling Meals: In an uncertain economic climate, cost-effective and substantial food choices are attractive.
Experiencing "IRL" Trends: A desire to experience in real life food trends they see online.
Description of Consumers Article is Referring To:
The article primarily refers to Gen Z consumers who are active on TikTok and are discovering the appeal of loaded potatoes through social media. It also mentions entrepreneurs who are recognizing this demand.
Age: Primarily Gen Z (born roughly between the late 1990s and the 2010s).
Gender: Likely both genders, as food trends on social media often have broad appeal.
Income: The affordability of the dish suggests appeal across various income levels, but its indulgent nature might particularly attract those seeking satisfying meals without a high price tag.
Lifestyle: Likely digitally engaged, influenced by social media trends, potentially interested in comfort food and affordable meal options.
Conclusions:
The loaded potato has experienced a significant revival, thanks to its viral popularity on TikTok. This trend has spurred entrepreneurial activity in the U.S., with new businesses emerging to cater to the Gen Z audience that has embraced this customizable and often indulgent dish.
Implications for Brands:
Opportunity for New Concepts: The trend presents a significant opportunity for entrepreneurs to establish new restaurant or food service concepts centered around loaded potatoes with unique and appealing toppings.
Existing Brands Can Adapt: Existing restaurants and food businesses can benefit by incorporating loaded potato options into their menus, particularly those looking to attract a younger demographic.
Leverage Social Media Marketing: Engaging with TikTok and other social media platforms is crucial for reaching the target audience and showcasing visually appealing loaded potato creations.
Focus on Customization: Offering a wide variety of toppings and allowing customers to build their own loaded potatoes can enhance appeal.
Consider Both Indulgent and Innovative Options: While classic indulgent toppings are popular, offering unique and innovative flavor combinations can help stand out.
Implication for Society:
Rediscovery of Simple Foods: The trend highlights how social media can bring back and popularize seemingly simple and traditional foods.
Influence of Digital Culture on Food: It further underscores the significant impact of digital platforms, particularly TikTok, on shaping contemporary food trends and consumer preferences.
Potential for Local Business Growth: The emergence of new loaded potato businesses can contribute to local economies and create new jobs.
Implications for Consumers:
More Affordable Meal Options: Loaded potatoes can provide a filling and relatively inexpensive meal.
Variety and Customization: Consumers have a wide range of topping options to choose from, allowing for personalization and catering to different tastes.
Exposure to Global Food Influences: The "jacket potato" concept originating from the U.K. introduces American consumers to international food trends.
Potential for Over-Indulgence: Given the often rich and calorie-dense toppings, consumers should be mindful of the overall nutritional profile.
Implication for Future:
Continued Growth of TikTok-Driven Food Trends: This example suggests that TikTok will likely continue to be a major force in shaping future food trends and consumer behavior.
Potential for Longevity: While some trends are fleeting, the loaded potato's appeal as an affordable and customizable comfort food might give it more staying power.
Innovation in Toppings and Formats: We may see further innovation in loaded potato toppings, including more globally inspired options and potentially variations in the potato base itself (e.g., sweet potatoes, different cooking methods).
Consumer Trend (TikTok-Fueled Food Discovery): Consumers, especially Gen Z, are increasingly discovering and adopting new food trends and rediscovering classic dishes through viral content and influential creators on TikTok.
Consumer Sub Trend (Experiential Indulgence via Customization): Consumers are drawn to loaded potatoes as an affordable way to experience an indulgent and customizable meal, where they have the agency to create their perfect flavor combination.
Big Social Trend (Digital Culture Shaping Consumption): The trend exemplifies the broader social trend of digital culture, particularly social media, significantly influencing consumer choices and driving demand for products and experiences.
Worldwide Social Trend (Global Food Mashups): While starting with the U.K.'s "jacket potato," the trend in the U.S. involves a fusion of global influences in toppings (e.g., Mexican street food inspiration in some variations), reflecting a broader global trend of culinary mashups and cross-cultural food appreciation.
Social Drive (Influencer Endorsement): The primary social drive behind the loaded potato revival is the endorsement and promotion of the dish by popular and influential creators on TikTok, which generates widespread interest and encourages followers to try the trend.
Learnings for Brands to Use in 2025:
Monitor TikTok and other social platforms for emerging food trends. Early identification can provide a competitive advantage.
Create visually engaging content showcasing their food, particularly focusing on customization and indulgent elements.
Consider collaborating with relevant TikTok influencers to promote their products and reach a wider audience.
Highlight affordability and value in their marketing messages, especially in the current economic climate.
Be adaptable and willing to experiment with incorporating trending dishes or elements into their offerings.
Strategy Recommendations for Brands to Follow in 2025:
Develop a strong social media presence, particularly on TikTok, with engaging and authentic content.
Offer customizable options that allow consumers to personalize their meals and feel creative.
Consider limited-time offers or menu additions based on viral food trends to capitalize on immediate interest.
Focus on creating a memorable and "shareable" food experience that encourages consumers to post about it on social media.
Track the performance of trend-based offerings and be prepared to adapt based on consumer feedback and evolving trends.
Final Sentence (Key Concept) Describing Main Trend: The loaded potato's resurgence highlights the power of TikTok in driving food trends and transforming a once-dated dish into a must-try culinary experience for Gen Z, prompting a wave of entrepreneurial ventures in the U.S.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
Brands and companies should leverage the loaded potato trend in 2025 by:
Introducing Loaded Potato Options: Incorporate loaded potatoes or potato-based dishes with customizable toppings into their menus, if it aligns with their brand and target audience.
Creating Viral-Worthy Content: Develop visually appealing and engaging videos for TikTok and other social media platforms showcasing their loaded potato offerings.
Engaging with TikTok Influencers: Partner with food-focused TikTok creators to review and promote their loaded potatoes to a broader audience.
Final Note:
Core Trend:
Name: Socially Amplified Food Revival
Detailed Description: A classic food item is experiencing a significant surge in popularity due to its prominent feature and enthusiastic promotion on social media platforms, particularly TikTok, leading to increased consumer awareness and demand.
Core Strategy:
Name: TikTok-Centric Marketing and Menu Integration
Detailed Description: Brands should actively engage on TikTok by creating compelling content around loaded potatoes and consider integrating this trending dish into their menu offerings to attract the Gen Z demographic and capitalize on the social media buzz.
Core Industry Trend:
Name: Rise of Niche Food Concepts Driven by Social Media
Detailed Description: The food industry is seeing a rise in specialized food concepts, like dedicated loaded potato businesses, that gain traction and popularity primarily through viral social media trends, indicating a shift in how new food businesses emerge and gain recognition.
Core Consumer Motivation:
Name: Experiencing Online Trends in Real Life
Detailed Description: Consumers, especially younger generations, are motivated to try food items that gain popularity online, driven by curiosity, the desire to participate in a shared social media experience, and the allure of experiencing visually appealing and talked-about foods in person.
Final Conclusion:
The TikTok-driven revival of the loaded potato is a prime example of how social media can rapidly influence food trends. Brands and companies in 2025 should pay close attention to such trends and strategically leverage platforms like TikTok to connect with consumers and capitalize on emerging food crazes.
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Core Trend Detailed (Socially Amplified Food Revival):
A classic food item, the loaded potato, is experiencing a significant surge in popularity due to its prominent feature and enthusiastic promotion on social media platforms, particularly TikTok. This revival is characterized by viral videos showcasing creative and indulgent toppings, leading to a renewed interest among consumers, especially Gen Z. The trend highlights the power of digital platforms to reshape food preferences and introduce traditional or previously less popular dishes to new audiences. The enthusiastic engagement with loaded potatoes on TikTok has not only generated online buzz but has also translated into real-world demand, prompting entrepreneurs to establish new food businesses centered around this trend and encouraging existing establishments to consider incorporating similar offerings into their menus. This phenomenon underscores how social media has become a powerful engine for discovering, sharing, and ultimately driving the consumption of specific food items and culinary trends.
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