Don’t Forget Your Jacket, a jacket potato venture that began trading in October 2025, has taken its first major step towards scaling operations by commissioning a converted ice-cream van as a mobile outlet. The move follows initial trading from premises at the corner of Hood Street and Colwyn Road and has already generated a growing number of bookings for events across the county.
From stationary outlet to mobile trading
The founder, Danial Vahidi (also referred to as Danny), established the business late last year with the aim of offering hearty, home-style jacket potatoes with a range of toppings. The menu intentionally includes both ordinary and sweet potatoes plus meat, vegetarian and vegan topping options so the offering suits a broad set of dietary preferences.
Commercial traction and operational mix
The van was fitted out roughly two months ago and has been booked for community days, work functions and charity events. The owner still operates delivery and collection channels via third-party platforms such as Deliveroo and Uber Eats, although those services have been used less frequently while the business prioritises the summer event calendar.
“It’s been going well,” Danny told the Chronicle & Echo. “We moved the equipment from the kitchen to the van and since then we’ve been at community days, work functions and charity events. It’s picking up and it’s been really fulfilling.”
Business model and near-term goals
Vahidi continues to work as a recruiter alongside running the food venture. The stated ambition for the coming year is to establish Don’t Forget Your Jacket as a go-to food vendor for customers seeking a healthier fast-food alternative, with interest already emerging from businesses enquiring about corporate lunches.
- Launch: October 2025 from fixed premises in Northampton.
- New asset: Converted ice-cream van operational about two months ago.
- Channels: On-site collection, Deliveroo and Uber Eats deliveries, and event bookings.
Impact on households and local businesses
For local households, the business offers an accessible hot-meal option with flexibility for dietary needs, potentially reducing demand on larger chain outlets during events and lunchtimes. For local businesses and organisations, the availability of a mobile vendor able to deliver corporate lunches and cater events represents both convenience and a local-sourcing option that can support community functions and charity days.
| Aspect | Detail |
|---|---|
| Founder | Danial Vahidi |
| Starting location | Corner of Hood Street and Colwyn Road |
| Launch date | October 2025 |
| Mobile operation | Converted ice-cream van (operational ~2 months) |
| Sales channels | Collection, Deliveroo, Uber Eats, event bookings |
The transition from a static outlet to a mobile operation illustrates a common growth path for small food businesses seeking to increase revenue by attending external events and tapping into corporate catering. Monitoring the balance between delivery partnerships and direct event trading will be important for the venture’s profitability as it develops.
Daniel Kim
Business Reporter, InfoRadar
