**From TikTok to Tank Stops**

EG On The Move is doubling down on potatoes. The forecourt operator is expanding its partnership with SpudBros, rolling out SpudBros Express to 30 locations across the UK over the next three years. Fifteen planned for 2026. That marks the brand’s first dedicated move into forecourt retail.

The push comes after two pilot openings in Blackburn and Wakefield last year. The Express kitchens are built directly into EG On The Move sites in partnership with food tech company Taster. So this is not a pop up. It is infrastructure.

SpudBros brings serious audience firepower. The brand has 4.8 million followers on TikTok and celebrity fans ranging from Will Smith to Joe Jonas. Now that social clout is heading to the motorway.

Timing matters. EG On The Move recently acquired MPK Garages, adding 27 sites and taking its estate towards 200 forecourts. More sites, more foodservice, more reasons to pull off the road.

Why it matters: forecourts are no longer just about fuel and a meal deal. They are becoming quick service restaurant hubs. EG is not just adding a baked potato counter. It is importing a digital native brand with a built in audience into impulse territory. The contrarian take? The next big QSR chain might not start on the high street. It might start on your For You page, then scale through petrol stations.