Big Bear Baked Potatoes: How a Longmont restaurateur is building a spud empire

Eddy Ellson always knew he would end up behind a local restaurant counter, just like his dad.

The founder of Big Bear Baked Potatoes in Longmont grew up steeped in the hospitality industry. He studied restaurant management at Auburn University and Johnson & Wales, lived in 13 states and spent several months traveling Europe. Through it all, the service industry was a constant. 

“I always knew I was meant to serve people in some kind of way, and hospitality was the way for me to affect people in a positive way,” he said. “That’s why I’m here every day. That’s why I work 13-hour days.”

Since opening, Big Bear has sold more than 16,000 loaded baked potatoes in just six months, he said — when interviewed in late spring. Each one is a hefty, one-pound spud topped with hearty comfort food creations. Signature options include Irish pot roast (braised short rib, vegetables and Guinness gravy), chicken pot pie (shredded chicken, creamy filling and breadcrumb topping) and the Great Divide (pulled pork, green chile and cotija cheese). Most options are under $14, including a side and a drink. He also offers a half-potato kids meal for $6.75. 

Ellson credits Big Bear’s early success to both the food and his fine-dining eye for detail.

“You have to have the food and the service and the hospitality and the customer service. You can’t have one or the other,” he said.

He’s already seeing repeat customers via a punch card that offers a free potato after 10 purchases. Before opening, Ellson surveyed thousands of people about potential flavors, pricing and preferences. The results shaped the concept, and early data confirms it’s working, he said.

“I’ve had 20 or 30 punch cards filled already,” he said. “They would never do that if the food was crappy, or if the prices were wrong, or if the vibe was wrong or they got bad service … It feels like we’re on the right track.”

It feels good enough to start building the Big Bear empire. He’s signed an agreement for a concession stand at Colorado State University’s Canvas Stadium, serving the student section during all seven home football games this fall. That has the potential to rival a week’s worth of potato sales in a few hours.

He’s also in discussions with a Denver ghost kitchen to supply delivery services (and limited walk-ins) without the overhead of a full dine-in location. The kitchen partner has more than 100 locations nationwide, opening up the potential for rapid expansion.

And he’s finalizing the paperwork with the franchising company that helped Ziggi’s Coffee grow from one location on Main Street in Longmont to 55 locations across 16 states.

“I have about four buyers waiting right now, money ready to buy a franchise,” he said.

It’s an aggressive approach, but it’s in character for someone who has started numerous businesses over the years and been a professional poker player.

“I’m a gambler, and I will always take a shot,” he said. “I also believe in striking while the iron’s hot and when the hype is the highest. And right now, the hype is good without any advertising.”

Part of Ellson’s goal is to build something lasting for his 3-year-old son.

“When he’s older, he’ll either be able to take it over or sell it and do whatever he wants,” he said. “If you sell the company and then it allows you to do what you really want to do … then that’s what it’s all about.”

He’s also doing things with an eye on the past. He lost his dad, Edward Thomas (Tom) Ellson Sr., to heart failure in 2012, and his mother and two brothers before that. His dad was a larger-than-life figure: a  former pizzeria owner in New York City, a multilingual globe-trotting Pan Am flight attendant in the 1970s,  a casino VP and the author of “Lords of Corruption.”

One of the biggest lessons he learned from him was how to be part of a community.

His dad used to give away food to homeless people after closing his restaurants, rather than throw it out, something Ellson has taken to heart.

Since opening, he said he’s donated more than 6,000 potatoes to OUR Center in Longmont and supports other local efforts.

“I have a little bit different values than the restaurant industry. I’m not a bottom-dollar type of person,” Ellson said. “I just try to do as much as I possibly can as a person in my community because I feel as a business owner, I should give back a ton to my community before I ever ask for a single dollar in return.”

As for his long-term goals? “I always tell my girlfriend, we’re trying to get rich so I can give it all away.”