SpudsToGo ® Unveils New Brand System Uniting SpudsToGo, CoffeeSpot ™ and Dr. Van Illa’s Clinic ™
- WireNews
- Sep 25
- 2 min read
Modern look, unified in-store experience and a refreshed website bring the three brands together under one confident identity
SpudsToGo ® today announced a comprehensive rebrand that unites its three complementary concepts—SpudsToGo ®, CoffeeSpot ™, and Dr. Van Illa’s Clinic ™—into a single, cohesive brand system. The roll-out includes a refreshed website, updated in-store signage and packaging, and a standardised guest experience across current and new locations.
“Customers have always known us for the dancing spud and that moment of warm, honest indulgence,” said Bill White, Founder and Director at SpudsToGo ®. “This rebrand makes that feeling unmistakable—whether you’re tucking into a loaded jacket potato, grabbing a barista coffee, or treating yourself to our signature vanilla soft-serve.”
What’s New
Integrated brand architecture. SpudsToGo ® serves as the masterbrand, with CoffeeSpot™ and Dr. Van Illa’s Clinic ™ clearly signed and seamlessly presented inside each location.
Updated visual identity. A sharpened Mr. Spuds ™ mascot, cleaner typography and bolder colour palette align all three brands across stores, packaging and digital.
Cashless, data-driven operations. All SpudsToGo® locations are cashless and run on a single, integrated ePOS platform that logs every sale and manages inventory in real time—controlling shrinkage, ensuring accurate accounting, and preventing out-of-stock items through automated reorder alerts.
New digital home. The rebrand debuts on the new website and YouTube channel, featuring menu highlights, behind-the-scenes content and franchise information.
Three Brands, One Experience
SpudsToGo ® – The original: generously topped jacket potatoes, hearty sides and quick, satisfying meals that keep guests coming back.
CoffeeSpot ™ – A compact, full-service coffee bar built into each store, serving bold espresso, smooth filter coffee, iced lattes and comforting tea—plus dairy-free options.
Dr. Van Illa’s Clinic ™ – A whimsical dessert concept specialising in premium vanilla soft-serve; the perfect sweet finish to any visit.
“Our aim was to make the guest journey effortless from front door to last bite,” said White, “With a unified identity and ePOS standard across every site, teams can deliver faster service, maintain consistency and never miss a sales opportunity, explained White.”
Franchise & Growth
The unified system is designed to scale—whether as a compact kiosk, an in-line store, or a flagship combining CoffeeSpot ™ and Dr. Van Illa’s Clinic ™. SpudsToGo ® supports partners with site selection, store build-out, training and ongoing quality assurance. For territory availability and requirements, prospective partners can enquire via the Contact section on the website.
About SpudsToGo ®
Founded in New York City in 2005 and established in the United Kingdom in 2008, SpudsToGo ® is known for its dancing Mr. Spuds ™ mascot, generous jacket potatoes, and a friendly, fast service ethos. Each location brings together three concepts under one roof: SpudsToGo ®, CoffeeSpot ™ and Dr. Van Illa’s Clinic ™.
About CoffeeSpot ™
CoffeeSpot ™ is SpudsToGo’s in-store coffee bar, serving carefully sourced beans with consistent, barista-made drinks—from bold espresso to refreshing iced lattes—alongside dairy-free options.
About Dr. Van Illa’s Clinic ™
Dr. Van Illa’s Clinic ™ is a playful dessert concept built around premium vanilla soft-serve—an indulgent, feel-good finish to the SpudsToGo® experience.
SpudsToGo ® is a registered trademark. CoffeeSpot ™, Mr. Spuds ™ and Dr. Van Illa’s Clinic ™ are trademarks of SpudsToGo Limited.
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