UNT student entrepreneurs capitalize on baked potato joke

by Kathryn Lawton of North Texas Daily

DENTON — What started as a joke between four freshmen living in Victory Hall in 2004 became a reality July 7 of this year with the grand opening of "Wyld Taters," a late-night baked potato delivery service operating from the Burger Barn on East McKinney Street.

The concept was simple. Manager and mastermind Jon Davis said all the parties involved recognized the need for satisfying, hot food after hours. Their signature tater, the "Wyld Stallyn," is a California club style baked potato loaded with turkey, bacon, avocado, tomatoes and ranch dressing. Many patrons order this spud while rocking out on an air guitar, Davis said.

"We see the baked potato as our canvas," said history junior Justin Jenkins, who runs the kitchen.

He said the potatoes take on the flavors of whatever they are paired with. The trouble has been in convincing people that a baked potato can be a substantial meal rather than a side dish.

Davis said when David Castro, a regular customer at the Burger Barn learned its owners were considering retirement, he saw a way to capitalize on his existing venture, Texas Meats, a butcher shop and deli in Argyle. After taking over operations at Burger Barn, Castro hired Davis to manage. Davis pitched the potato delivery service idea that he and his friends had joked about for years to Castro, and to his surprise, Castro agreed to allow Davis free reign to run the business his way.

While he and his friends attended NT, they learned about the food service industry. Each of them worked in different positions at local eateries. Davis had been in management since the age of 17, he said, but he relied on the collective experience of his friends to deal with the logistics of the operation.

Jenkins, along with political science senior Mark Sheedy, runs the kitchen while "Delivery Guru" and philosophy junior Tim Murray drives.

"We knew what worked and what didn't," Davis said.

Davis said he plans to build the business and eventually move to an independent location, and to continue to expand the already eclectic menu. Taters' recipes in development include chicken fried steak, bacon cheeseburger and vegan tofu stir-fry baked potatoes. Karal Aldawood, who lived and worked at a co-op in Eugene, Ore., cooking three to four meals per week, is working with Jenkins to develop more vegan and vegetarian options as well as add international flair.

"At the end of the day, none of us are sick of being here, even after putting in 60 hours a week," Davis said.

Sheedy said each day's sales have been a little better than the day before. Davis said he is flattered by the overwhelmingly positive feedback and the amount of repeat business they have received in the short time they have been open.

Wyld Taters is at 324 B East McKinney St. Delivery and curbside pick-up are available 5 p.m. to 1 a.m. Monday through Wednesday and 5 p.m. to 3 a.m. Thursday through Saturday. The menu is available at www.myspace.com/wyldtaters.