Simon McNamara and Ant Morell founded SpudBar in 2000 with the idea of offering a unique kind of baked potato, one piled high with fresh, simple, healthy and wholesome ingredients. Soon enough, it gained a loyal following in its Melbourne base that has remained strong over the years.
A breakthrough would come when the UK jacket potato craze on TikTok made its way into Australia, and SpudBar was keen enough to capitalise on it, accelerating its growth. We talk to co-founder Ant Morell about this particular business journey and how a strong community it fostered played a big role in its success.
ISB: How did the idea for SpudBar come to be?
AM: SpudBar’s story began in 2000 with a simple but powerful promise: to make food that’s not only delicious, but also healthy, affordable, and quick. At the time, “fast” almost always meant “fast food”, which was code for heavily processed, nutritionally empty meals that left you feeling sluggish. We knew there had to be a better way.
So we turned to the humble spud – hearty, wholesome, and endlessly versatile – as the hero of our menu (and by extension, our brand). From day one, our mission has been to offer a better option for hungry Australians: food that looks great, tastes great, and, most importantly, leaves you feeling great long after the last bite.
ISB: What was the most challenging experience you’ve faced in running this business, and how did you overcome it?
AM: Almost as soon as we launched in 2000, the world was swept up in anti-carb hysteria. With potatoes at the heart of our brand, it was a tough headwind. While the fad diets pushing that narrative eventually faded, lingering misconceptions about the nutritional value of spuds remain even today. What got us through was an unwavering belief in our product and the discipline to stay true to our core. It would have been easy to pivot and chase whatever food trend was hot at the time, but we chose to back our hero ingredient. Twenty-five years on, our core product is largely unchanged – and more relevant than ever.
ISB: What is the secret to building a loyal fan base SpudBar has cultivated for nearly 30 years?
AM: At its heart, SpudBar’s loyalty comes down to simplicity, consistency, and great value – a combination that’s been especially important over the past 18 months. With the brand quietly holding its ground in recent years, we’ve seen our fans become more than customers; they’re a community of “insiders” who truly get what makes SpudBar special. Moving forward, our challenge is clear: protect this passionate core while evolving the brand to welcome a new wave of hungry Australians – and beyond – eager to discover what the fuss is all about. In doing so, we’re confident SpudBar will remain a beloved local staple and continue growing its loyal tribe of the “in-the-know” for decades to come.
ISB: When the UK jacket potato craze took off, how did your business manage to successfully channel this trend?
AM: It’s been incredibly validating to watch the jacket potato craze sweep the UK. After weathering the anti-carb storm of the early 2000s, it feels like the spotlight has finally landed on the belief upon which the SpudBar brand was built: that our bodies crave real food, that potatoes aren’t just delicious, they’re incredibly good for you, and that fast food doesn’t have to mean junk food. While the hype is really fun to watch, after 25 years of perfecting hearty, wholesome, potato-based meals, our staying power is proof that it’s far more than a passing trend – our core offering is, and always will be, timeless.
ISB: What is your vision for the business in the next couple of years?
AM: We have a clear three-year growth plan and, for the first time in my 15 years of involvement with the brand, the perfect conditions to make it happen – cementing SpudBar as the trusted local go-to for real food, served fast. After an intensive 12 months of refining our offering and taking the initial steps in rebuilding our brand, the market’s appetite for “real,” unprocessed food is surging.
Our menu is delicious, nutritious, quick, and great value – a combination few QSR brands can match. The opportunity is huge; the challenge is cutting through the noise, building awareness, and convincing people to swap their usual burgers, sushi, and wraps for something better. Do that, and a strong national presence as a major Australian QSR player is very much within reach.
ISB: If an aspiring entrepreneur were to seek advice from you about starting a business, what would that advice be?
AM: Chasing the latest trend might get you a quick spike in attention, but if you want a business that lasts, focus on building something that will live well beyond fads or fashions. Stay anchored to your core idea – your ‘why’ – and resist the temptation of short-term sugar hits. The real magic starts from the inside out. Brand love isn’t just built through marketing campaigns; it’s forged in your culture, your team, and the way you live your values every day. Hire the right people, create an environment where they can thrive, and make internal storytelling and communication a priority.
When your team believes in what you do and feels connected to the mission, that energy naturally flows out to your customers. Also, be crystal clear on who your stakeholders are, and put equal energy into both. At SpudBar, for example, we have two very distinct ‘customers’: the loyal fans who consume the product, and our network of franchise partners who’ve invested in a compelling business proposition. Long-term success means delivering for both with the same commitment, care, and consistency.
This article was first published on sibling website Inside Small Business.
