How to Start and Run a Jacket Potato Business

If you’re looking to start a low-cost food business with broad appeal, a jacket potato stall or van could be just what you need. It’s affordable, flexible, and suits all sorts of customers—from workers on lunch break to families out shopping. Here’s a simple guide to help you start and run a successful jacket potato business, including your legal structure options like setting up as a Limited Company or LLP.

Why Jacket Potatoes?

Jacket potatoes are a British classic. Cheap to make, easy to customise, and comforting whatever the weather. They work well with all sorts of diets—meat, veggie, vegan, or gluten-free—so your customer base is broad right from the start. Whether you serve them from a market stall, food truck, or takeaway shop, there’s plenty of potential for steady income.

1. Choose a Business Model

First, decide how you’ll operate:

• Food trailer or van – Great if you want flexibility and to trade at different locations.
• Market stall – Affordable and good for testing the waters.
• Permanent kiosk or takeaway shop – More investment, but a steady customer base.
• Delivery-only kitchen – Perfect for urban areas and online food platforms.

Each option has pros and cons—think about your budget, lifestyle, and how mobile you want the business to be.

2. Pick the Right Legal Structure

You’ll need to choose how to legally structure your business. You’ve got a few options in the UK:

Sole Trader

• Easiest and cheapest to set up
• Suitable if you’re trading on your own
• You keep all profits, but you’re also personally liable for debts

Limited Company (Ltd)

• A popular option if you want to keep your personal and business finances separate
• Offers limited liability (your personal assets are protected)
• Might be more tax-efficient once you’re earning a decent profit
• Requires more paperwork and accounts need to be filed with Companies House

Great if you’re aiming to grow or want a more professional setup for events and contracts.

Limited Liability Partnership (LLP)

• Ideal if you’re going into business with a partner (friend, family, investor, etc.)
• Each partner’s liability is limited, and it’s flexible in terms of who runs what
• Like a mix between a traditional partnership and a limited company

Always speak to an accountant to see what works best for your plans, especially if you’re looking to scale or hire staff.

3. Do Your Market Research

Don’t jump in without knowing what’s already out there. Ask yourself:

• Who else is selling jacket potatoes locally?
• What do they charge?
• What’s on their menu?
• Where are they located?
• When are they busiest?

Check out busy high streets, office zones, schools, and weekend markets to spot where your opportunity lies.

4. Register and Get Certified

You’ll need to get yourself legally ready before trading:

• Register your business with HMRC or Companies House (depending on your structure)
• Register as a food business with your local council (must be done at least 28 days before opening)
• Get a Food Hygiene Certificate (Level 2) – usually available online
• Apply for any required street trading licences
• If using gas or electric appliances, make sure they’re safely certified

6. Build a Simple, Tasty Menu

You don’t need 20 options. Stick to around 6 to 8 good ones, like:

• Cheese & beans
• Chilli con carne
• Tuna mayo
• Coleslaw & cheddar
• Chicken curry
• Vegan-friendly options (like BBQ jackfruit or hummus & roasted veg)

Let customers add sides or extras like salad, grated cheese, or sauces. Clear allergy labels help build trust too.

7. Choose a High-Footfall Location

Your spot is everything. Think:

• Near offices, schools, or building sites
• In busy high streets or transport hubs
• Local markets, festivals, and events
• Seasonal pitches at Christmas markets or summer fairs

Make sure you get the right permission or pitch agreement wherever you’re trading.

8. Work Out Your Prices

Get your pricing right to stay profitable. Most jacket potatoes go for between £3.50 and £6 depending on fillings. Offer meal deals (e.g. potato + drink) or loyalty cards to keep customers coming back.
Keep your ingredient costs under control—bulk buying potatoes and prepping toppings in advance can help.

9. Market Your Business

You don’t need a huge budget, just a local presence:

• Post daily updates and menus on Instagram and Facebook
• Use Google Business Profile so people can find you
• Join local food groups or community pages
• Take part in local events to build awareness
• Use a chalkboard or A-board sign to draw in walk-ups

If you’re running it through a Limited Company or LLP, consider having a simple website or online ordering system as well.

10. Stay Consistent and Grow Gradually

Once you’re set up and running, focus on quality and consistency. Use fresh ingredients, keep your setup clean, and treat customers well. Word of mouth goes a long way in food.

Down the line, you could:

• Add more trading days or locations
• Offer catering for events or office lunches
• Franchise or expand with a second unit

With a Limited Company, it’s easier to scale, bring in partners, or attract investors—so bear that in mind when you start.

The Bottom Line

Starting a jacket potato business is a brilliant way to get into the food trade without huge risk. Whether you’re going solo, partnering up as an LLP, or setting up a Limited Company from the get-go, this business can be shaped to suit your goals.

Keep it simple, do your prep, and stay focused on quality. There’s nothing complicated about a hot spud done well—just keep customers warm, full, and happy, and the rest will follow.

FAQs

Further Reading