Baked potato franchise Spudbar is seeing robust growth after a refresh that comprised store upgrades, improved menu items, and fresh management.
As part of these updates, Spudbar develops a new range of potato-based snacks and sides, including loaded hot chips, and explores grab-and-go options for selected locations.
Limited-time products and seasonal specials
Plenty of limited-time products and seasonal specials will keep things interesting, according to Andrew Mitchell, Spudbar’s managing director.
Mitchell calls early results of the broader transformation “incredibly encouraging.”
He notes that Spudbar attracts two distinct customer groups.
While consumers never stopped loving its offerings, “they’d simply forgotten about us.”
Mitchell reports that 17 of 20 stores show year-on-year sales growth, an encouraging sign of momentum.
Spudbar also observes growing confidence and enthusiasm among its franchise partners.
However, performance varies. Mitchell notes that the team works closely with the three stores currently flat or behind last year, identifying opportunities and applying lessons from high-growth stores.
Spudbar has “ambitious plans” to double its footprint over the next two years.
More than just reinventing Spudbar
Mitchell explains that Spudbar’s rebrand had two drivers, with internal factors “arguably the most important.”
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Market evolution in fast-casual dining served as the second motivator.
Mitchell says Spudbar unified its patchwork of identities into one cohesive, contemporary brand, reflected in uniforms, store fitouts, and digital presence.
The rebrand took 24 months, with Spudbar prioritizing internal evolution before external changes, starting with brand positioning and product improvement.
The team worked with Josh Powell from Super Food Solutions to thoroughly review ingredients and recipes.
This began “with the humble potato itself,” including variety, preparation, and cooking methods.
“With new leadership, we needed time to build trust and credibility with franchise partners,” Mitchell adds.
Mitchell believes that with loaded potatoes trending globally, Spudbar is “uniquely positioned to capitalize on growing interest.”
Mitchell highlights that Spudbar’s ownership group, led by Simon McNamara and Ant Morell, has extensive experience building Australian brands like Boost Juice, Grill’d, and Bounce Inc.
Visual and Operational Overhaul
Spudbar’s rebrand unified its visual identity, creating a modern and cohesive brand image.
Spudbar’s franchise model features a simple operating system and competitive entry costs.