Latest news with #SpudBrothers
Daily Mail
11-05-2025
- Business
- Daily Mail
EXCLUSIVE Are viral food spots killing off actual restaurants? Hospitality boss complains influencers like Spudman and the Sidemen 'drain attention' from traditional businesses who struggle to compete
It's almost impossible to scroll through social media without being fed clips of viral food spots these days, but the posts might not be as harmless as they seem. The food industry has proven to be a lucrative sidestep for various UK influencers, with the likes of MrBeast and The Sidemen adding restaurants to their roster of businesses. While some influencers turn into restaurateurs and the like after establishing themselves as famous, others go down the opposite path and gain recognition because of their viral food offerings. The most notable examples include the jacket potato connoisseurs, Spudman and Spud Brothers, who have both taken the humble spud and turned it into worldwide fame and fortune. The latter potato entrepreneurs have found so much success that they are now franchising their business across the UK, allowing thousands of fans the opportunity to get their hands on the dish without travelling to the original Preston tram. However, a restaurateur has spoken out about the dangers of TikTok famous spots, and revealed the potentially detrimental consequences that they could have on Britain's food scene. Talking exclusively to Femail, Eddy Massaad, CEO of London steakhouse Swiss Butter, said of viral dishes and restaurants, 'The danger is that they shift expectations - people start valuing novelty over quality. 'When the industry chases clicks instead of connection, hospitality suffers. Viral brands can distort pricing, inflate short-term expectations, and drain attention from businesses built on real craft and care.' Influencer-owned businesses are not only altering customer expectations, but also making it harder for non-famous foodies to start or maintain their businesses, according to Massaad. He said, 'Influencers start with built-in audiences and enormous platforms, while most restaurants are still relying on word of mouth and footfall. 'That means you're not just competing with the restaurant across the street, you're competing with someone who can launch a brand to millions overnight. It's a different playing field, and it's forcing independents to think harder about brand storytelling and digital presence from day one.' Sides by The Sidemen is the perfect example. The group have built a following of over 18 million subscribers by sharing comedy sketches and online challenges since the launch of their channel in 2015. The group, who formed after bonding over their love of Grand Theft Auto, is made of Olajide Olayinka Williams Olatunji (better known as KSI), Simon Minter, Joshua Bradley, Tobi Brown, Ethan Payne, Vikram Barn, and Harry Lewis. After establishing themselves as one of the biggest names on YouTube, The Sidemen launched Sides, their Nashville-style fried chicken business, in 2021, which unsurprisingly found instant success. The group used their platform to create a buzz around the brand and carried out meet-and-greets at Sides locations to bring hordes of young people into their restaurants. Since 2021, Sides has opened five UK locations, launched ranges in Tesco and Iceland, and is set to open its first international restaurant in Singapore. Massad credited the success of restaurants like Sides with the creator's ability to seamlessly combine entertainment with commerce. 'People don't just want to eat the food, they want to be part of the story,' the CEO explained. He continued, 'That said, long-term success depends on more than personality. The novelty might get people in the door, but only quality, consistency, and service will bring them back. The influencers who understand that are the ones who'll last.' And it seems as though The Sidemen are aware that quality triumphs because they have a slew of loyal fans raving over their produce, such as food influencer Lauren Griffiths, @laurenkategriffiths on TikTok, who admitted that she's 'slightly obsessed' with the wings. However, the same apparently can't be said about MrBeast's business associates because he suffered a major hiccup following the launch of MrBeast Burgers. In August 2023, the YouTube megastar sued the company behind his branded line of MrBeast Burgers, demanding it be shut down after customers blasted their meals as 'inedible'. MrBeast, known for his extravagant cash giveaways, filed the lawsuit in New York District Court, accusing Virtual Dining Concepts of damaging his reputation by selling undercooked burgers and cold fries with his name on them. The Florida-based company partnered with the then-25-year-old, real name Jimmy Donaldson, to launch the food-based venture back in 2020, using storefronts of other existing restaurants to cook up the sandwiches. Known as 'ghost kitchens', the concept was initially a hit, with Donaldson successfully parlaying his fame so more than 10,000 lined up for the opening of the first MrBeast Burger location in New Jersey's American Dream shopping centre. It also saw more than a million burgers sold before Donaldson even had the opportunity to advertise them. But since then, the suit claimed that Virtual Dining Concepts had repeatedly damaged the YouTuber's reputation by failing to ensure the burgers' quality, and at times served raw food. However, the mishap hasn't stopped MrBeast from pursuing business in the food industry, and the influencer still has a line of popular chocolate bars, Feastables. Massaad believes that restaurateurs are watching the path taken by the likes of MrBeast - and learning from their mistakes. He said, 'The industry is watching closely. Influencer-led food brands can generate incredible hype in a short amount of time, and that's changing how restaurants think about visibility.' 'But the real test comes after the launch buzz fades. That's when you see who's built something lasting and who's just built a moment.' While the CEO is still navigating the industry changes perpetuated by social media, he remains positive. He concluded, 'If we're smart, we can learn from the hype without being consumed by it. The goal is to create something worth talking about - whether you've got 10 followers or 10 million.'
Daily Mail
23-04-2025
- Entertainment
- Daily Mail
Heartwarming moment Spud Brothers stun a young boy with free meal and very generous gift
Spud Brothers have been praised for a 'wholesome' gesture after they surprised a young fan queuing for their cult snack with a free meal - and £350 in cash. In a heartwarming video shared to their Instagram account, a member of staff surprised a schoolboy who was waiting at the back of the queue. In a point of view clip, the jacket potato maker is seen preparing one the vendor's famous baked spuds, topping the jacket with a generous helping of beans, cheese, crispy onions and a dollop of their signature tram sauce. He then packaged up the freshly prepared potato and headed over to a boy, who happened to be stood patiently at the end of a long winding queue for the vendor. 'Are you the last person?', he asked the young boy, before first checking whether he minded being recorded for the video. After being given permission, the spud trader then asked what his name was, to which he said it was Jaden. 'Do you like jacket potatoes?' he asked the boy. 'Yeah, I like them,' he said, nodding eagerly in response. 'I've got a Spud Bro classic here - cheese, beans, and tram sauce,' he said before handing over the prepped potato, neatly packaged in brown paper. He asked Jaden what his favourite type of jacket potato was, to which he replied he'd 'have anything' and the vendor promptly handed over the package, urging him to open it there and then. As he peeled away the boy paper wrapper, Jaden soon realised there was more there than just a free dinner. Gob smacked, the youngster revealed a wad of bank notes hidden within the packaging of the takeaway container. 'Oh my god,' he exclaimed as the realisation hit. Meanwhile, a handful of bypassers had gathered around the boy to watch the sweet moment. The potato vendor confirmed that there was '£350 there mate'. 'My G!,' he said to the vendor, who burst out laughing at the youngsters excited response. Jaden then thanked the trader with a fist bump, visibly grateful for the wholesome gesture. He was even so excited that he dropped one of the notes on the ground, with an onlooker quickly having to scoop it up and return it to him. The jacket potato vendors then encouraged him to go and 'enjoy your spud', to which a gleeful Jaden responded that he would and thanked them again. The Spud Brothers, who boast 730,00 followers on Instagram, captioned the video: 'This was the best reaction ever'. Dozens in the comments flocked to praise the potato makers for the generous gesture, with one writing: 'This is unreal, I follow this page all the time and I honestly can't believe how kind-hearted this is.' A second said: 'He proper deserved that he'd been stood there manning the back of the queue. One of the best lives to date. Smashing it lads.' 'Awww what a lovely thing to do. Bless his reaction,' a third wrote. One viewer even suggested that they had been reduced to tears by the heartwarming moment. 'Well done very appreciated young chap good lad and enjoy that potato,' another said. 'Aw, his little face, I'm not crying I promise its just hayfever,' another commenter affectionately wrote. Spud Brothers is a business started by Jacob and Harley Nelson. Its original outlet was in Preston. It now operates further outlets, including a pop-up in London. It's not the first time the business owners have been commended for their acts of kindness towards customers. A video shared on the Spud Brothers TikTok account, @thespudbrothers, which has 3.6million followers, showed an elderly couple being offered the food van's last two potatoes for free. As the couple walked near the van, an unnamed staff member called out: 'Excuse me. Excuse me. Would you like two free jacket potatoes? Would you like some free food?' He continued: 'Come on, we'll warm you up. You look a bit cold out there.' As the couple appeared somewhat shy as they approached the van, accepting the offer of the free potatoes, the staff member explained what toppings they had available. First, he assembled one of the spuds for the man, ladling on garlic chili chicken and cheese. Next, he turned to the woman, who appeared somewhat downcast, asking her if she wanted a potato. The man, explaining her crestfallen demeanour, explained that she had just fallen. 'Oh no, are you alright?' asked the potato vendor. He then asked whether the couple would like him to ring anyone for them. Refusing the kind offer, the elderly man explained that the woman has Alzheimer's disease. Ordering a potato for the woman, he asked for the same toppings he had. At this point the vendor pointed out that the garlic chili chicken is quite spicy - asking if that would be ok for her. Putting together the potato, the vendor sympathetically said to the lady: 'As long as you are ok, that's the main thing.'
