John the Spud said he has had to up his game this year because of the demand for his food
John the Spud says he loves where his business has got to in 2025
A well-known food trader has said he is busier than ever after “all the missing pieces” came together. Over the past 25 years, London Road has undergone significant change.
The Islington road used to be central to the city’s textiles history and home to a wide range of shops, as well as 27 pubs and two cinemas. All but one of those pubs and both cinemas have gone, and in 2023, TJ Hughes ended its 111-year association with London Road when it moved to a new location on Church Street. But one thing that has stood the test of time is popular street trader, John Dickson.
Better known as John the Spud, the businessman, from West Derby, has been found on the street since 1999. The 62-year-old is based on Audley Street next to where TJ Hughes once stood – and while he serves breakfast items, hotdogs and burgers, it is his spuds which have gained him a huge reputation in the city – hence his nickname.
But spuds are a crowded market in 2025 as a social media craze over the humble baked potato has seen new competitors pop up which could have proved a problem for John’s established business.
Speaking with the ECHO about how his business has been since the arrival of SpudBros in the city, he said: “This year has seen all the little bits of the puzzle come together. Everything that was missing has made a bigger picture. After speaking with the ECHO and working with Spudman, my profile has grown so much.
John the Spud with his van on London Road, where it has been for over two decades
“I was always busy anyway, but now it’s unbelievable. I thought everyone knew me, but it’s clear now they didn’t. Now, after being put on a stage, so to speak, business has been booming. It is flourishing incredibly. It’s such a difficult time for the catering industry, but I am doing well, really well.
“It’s the best I have ever seen it really. It encouraged me to raise my game – I’m using the van to its full capacity now. Initially, I struggled with the timings and getting the spuds right as I was doing volume I wasn’t used to but now I’m back to making sure every meal that leaves this van is easily a nine or a 10 out 10. I’ve nailed it.
“When things aren’t right it eats away at me but even just this week, I know every customer I’ve served those potatoes have been right and Spudman has helped me massively with that. He has opened me up to the rest of the country and forced me to raise my game.”
John has worked his area of London Road for 24 years and despite his recent success said he has no plans to go elsewhere. The businessman has had some competition this year with a TikTok craze about jacket potatoes creating some high profile competitors.
John the Spud sells a variety of items but it’s his jacket potatoes that gets everyone talking
He said: “I’m still going to be on London Road doing my thing though. I won’t be going anywhere anytime soon, my customers know where to find me. I make sure that I serve them well on the first day to make sure them come back tomorrow and then I serve them well tomorrow to make sure they come back the next day.
“People think ‘oh it’s just potatoes’, but that’s not the case. It’s a lot harder than expected and its taking me some time to crack it.”
Back in September, hundreds queued for hours, in one instance, almost a full day, to be among the first to try Liverpool’s inaugural SpudBros store.
The same happened in the middle of August when ‘SpudMan’ Ben Newman brought his tram to Crosby Beach for one week only. In both instances, it was business as usual for John – who continued to serve the same customers he has for decades.
John the Spud with his van on London Road
He said: “I think I’m in an advantageous position. My business isn’t created on social media alone; I had a good business before the trend. When social media disappears, so can the business. But I’ve built mine on interactions with people on an everyday level.
“I’m doing a good job because customers keep coming back and back, they clearly enjoy it. It’s so rewarding for me. You meet some really nice people, some interesting people and people from all over.
“You see, it’s all about the potato. Out there, there are thousands of different types of potatoes. People will tell you, when you go to a supermarket, that is a baking potato, but it isn’t at all. It’s the potato you use that makes it.”
When Ben came to Merseyside he made time to stop by with John and they filmed some content and, of course, whipped up some jacket potatoes together. The two worked together again at this year Liverpool Christmas Market.