Yesterday afternoon, the UK’s most-followed jacket potato creators, SpudBros officially opened their latest Express store in Wyberton. Together with Taster, the European leader in creator-led food brands, and EG On The Move, the opening formed part of an ambitious plan to roll out 30 new roadside locations across petrol forecourts over the next three years.
The new launch follows a succession of acclaimed SpudBros Express openings in London, Liverpool, Sheffield and Portsmouth, alongside EG On The Move concessions in Blackburn, Wakefield, Barnstaple and Newcastle, which marked the brand’s first dedicated move into roadside and forecourt retail. Designed to serve the millions of customers stopping at forecourts every week, the expansion reflects growing demand for fast, affordable and high-quality food on the go.
The Wyberton opening is one of fifteen new locations confirmed for this year alone and signals a major new phase for the rapidly growing partnership between SpudBros, Taster and EG On The Move.
Purpose-built for high-footfall, convenience-led environments, the SpudBros Express concept has been designed to deliver freshly prepared, fully loaded jacket potatoes in minutes without compromising on quality, flavour or portion size. Whether it’s a quick lunch on a long drive, a satisfying stop between meetings or an early morning bite, the format has been developed to cater to every part of the day. The recent introduction of a new breakfast menu further reflects the shared ambition to serve customers from the first mile of their journey to the last.
Each location serves the brand’s cult-favourite menu items, from the Tram Classic loaded with garlic butter, the signature three-cheese mix, beans, crispy onions and world-famous tram sauce, to the Spudfather topped with chilli con carne, tuna coleslaw and bolognese, alongside the ever-popular build-your-own option.
To celebrate the launch, the new Wyberton store gave away a free spud to the first 100 customers from 12pm. Doors will remain open until 9pm. The new Wyberton concession is located at The Quadrant, Coney Way, Wyberton, Boston, Lincolnshire, PE21 7HW and will be open seven days a week, Sunday-Thursday 11am-9pm and Friday & Saturday 11am-10pm.
Jacob Nelson, co-founder of SpudBros, said: “We’re really excited to have opened in Wyberton and bringing SpudBros Express to Lincolnshire. Whether you’re commuting, travelling along the A17 or heading to the coast, you’ll now be able to grab one of our loaded spuds in minutes. The support we’ve had from communities across the UK has been incredible and we can’t wait to welcome the people of Lincolnshire through the doors.”
Bertrand Peyrat, CEO of Taster, said: “SpudBros has built a loyal following by combining a simple, high-quality product with a genuine connection to its audience. Wyberton is another important milestone in our national expansion strategy with EG On The Move, helping us bring the brand to more communities across the UK. Together, we’re creating a modern roadside food experience that delivers quality, convenience and consistency for customers wherever they’re travelling.”
Zuber Issa, CEO of EG On The Move, said: “We’re pleased to continue the rollout of SpudBros Express with this latest opening in Wyberton. The partnership has already proven incredibly popular with customers, and we’re seeing growing demand for freshly prepared, high-quality food across our roadside locations. This new site further strengthens our foodservice offering in Lincolnshire and reinforces our commitment to providing customers with great choice and convenience on the move.”
