Facing staffing shortages and supply disruptions, Jerry J. Bobb narrowed operations rather than expanding them—a move he says helped stabilize and ultimately evolve the business.
— When the restaurant industry was thrown into chaos by the pandemic, Jerry J. Bobb faced a decision familiar to many founders: push harder, or pause and rethink everything.
Bobb, the founder and owner of Super Taters—an independently owned restaurant in Scott, Louisiana—chose the latter. Under mounting pressure from staffing shortages, supply-chain disruptions, and increasingly unrealistic customer expectations, he made a bold move: pivoting and intentionally scaling back operations in order to survive.
“I knew I wanted the business to survive, so I had to figure out quickly how to adapt,” Bobb said. “Unfortunately, there was no blueprint for what we were facing. I had to write—and rewrite—a strategy on the fly, sometimes day by day.”
Rethinking Growth in a Crisis
Founded in 2014, Super Taters built its reputation on handcrafted, made-to-order gourmet stuffed baked potatoes, earning a fiercely loyal customer base, multiple awards, and consistent five-star reviews. For six years leading up to 2020, Bobb thrived by maintaining close personal connections with customers while staying deeply involved in every aspect of daily operations.
That standard became increasingly difficult to maintain amid unprecedented uncertainty. The personal connection Bobb had cultivated with customers became strained as demand surged and expectations intensified. Despite record sales, he found himself shouldering blame for circumstances he could neither control nor fix.
The backlash was severe: negative reviews, personal attacks, and threats took a significant toll on his mental, physical, and emotional well-being.
“Covering all the details that once came naturally became nearly impossible,” Bobb said. “The mounting pressure forced me to rethink everything I thought I knew about my business and the industry.”
Rather than expanding services to meet every demand, Bobb chose to narrow his focus. He eliminated dine-in service and pivoted to a takeout-only model, later introducing a streamlined VIP advanced ordering system designed around speed, accuracy, efficiency, and core customer loyalty. The program offered incentives such as appointment-style ordering, made-to-order preparation, and lower menu prices for regular customers.
Pushback—and Staying the Course
The changes were not universally welcomed. Bobb says the shift sparked backlash from some customers and online critics, with accusations ranging from favoritism to discrimination and poor customer service. At one point, the controversy even drew regional media attention.
Still, Bobb stood by the strategy as it proved effective through trial and error.
“The ultimate goal was organization, quality control, longevity, and survival—not just of the brand, but of the employees on the front lines,” he said. “I never imagined that the high standards that made us successful would nearly destroy us. It became a matter of adapting or ceasing to exist altogether.”
“Do you watch your dream slowly die,” Bobb added, “or do what’s necessary to save it? Even when it’s unpopular, you have to fight for what you believe in.”
Lessons in Longevity
Between March 2020 and 2024, Bobb says the experience reshaped his philosophy as an entrepreneur. Among the lessons he took away:
- Sometimes you have to change in order to stay consistent
- Longevity requires evolution
- Change is difficult—but necessary for survival
- Visionaries must sometimes trust a vision only they can see
A Milestone Moment
That approach has paid off. Super Taters will celebrate its 12th anniversary on April 1, 2026, marking more than a decade as a mainstay in Louisiana’s local dining scene. In addition to its signature gourmet stuffed baked potatoes, the restaurant offers smash burgers, wraps, quesadillas, soups, and salads.
Over the years, Super Taters has been featured in Forbes, Yahoo, USA News, and New York Weekly. Bobb was named a “Culinary Game Changer” by Food & Beverage Magazine in 2025, and the brand has appeared on a Times Square billboard.
Despite the recognition, Bobb says independence, quality, and consistency remain central to the business.
“I never wanted to be corporate,” he said. “Being independent gives us the freedom to innovate while keeping the personal touch.”
Looking Ahead
As Super Taters enters its next chapter, Bobb is focused on controlled growth, community engagement, and storytelling. He is also preparing to release his first book, Still Cookin’: Even Under Pressure! (Overcoming Adversity), which chronicles this part of his entrepreneurial journey.
“We’ve hit an incredible milestone,” Bobb said. “But we’re just getting started.”
About Super Taters
Super Taters is an independently owned and operated restaurant located in Scott, Louisiana. Founded by Jerry J. Bobb in 2014, Super Taters is known for its gourmet stuffed baked potatoes and a diverse menu that includes hot sandwiches, smash burgers, wraps, quesadillas, soups, and salads. The restaurant has earned widespread recognition for its innovative approach to comfort food, as well as its dedication to quality and customer satisfaction. With numerous accolades and media features, Super Taters continues to be a standout in the Louisiana dining scene.
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