Not until now, that is.
PFC Group, which operates the Wok & Go restaurant brand, is aiming to reinvent the spud when it opens Jack Burrito in Chester next month, giving customers the choice between a tater and a tortilla.
The brand will launch as a restaurant and grab-and-go offer in Chester in March with sites set to follow in Leeds and Birmingham by the summer.
“I have been wanting to do something in the burritos area for quite a while now, but quite a few players have entered that market in the meantime,” says Wok & Go founder Des Pheby. “I didn’t lose interest, I just wanted something that would complement it.
“I was also looking at the American market and there seem to be one or two people trying to sex up the good old jacket potato and make it a bit trendier. All sorts of dishes have been re-invented over the past few years and given a more contemporary edge. Why not the jacket potato? It works perfectly alongside the burritos.”
Fillings available will include ground beef, chicken, pulled pork, chile con carne, chorizo and falafel, with customers able to add sauces such as sweetcorn salsa and smoked chipotle to their food choice.
The second Jack Burrito – a conversion of the Wok & Go site in Leeds - will be more of a grab-and-go operation while the third will be on the campus of Aston University.
A version of this article appears in the February issue of MCA. To subscribe, click here