Route 11 Chips
Route 11 Chips, founded 1992 in Mt Jackson, Virginia, is a privately held artisan manufacturer of small-batch kettle-cooked potato chips (approximately 20 pounds per batch) sold direct-to-consumer via rt11.com and through wholesale retail partners across the continental United States.
- Company typePrivate
- Founded1992
- HeadquartersMount Jackson, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Route 11 Chips does
Route 11 Chips (legal entity Small Fry, Inc.) is a privately held, small-batch kettle-cooked potato chip manufacturer headquartered and produced at a single facility at 11 Edwards Way, Mt Jackson, Virginia. Founded in 1992 and operating with 11-50 employees, the company runs a craft-scale process in which each kettle batch yields approximately 20 pounds of chips — a constraint it has publicly affirmed as intentional, citing the resulting crispy crunch and curl as the only acceptable quality outcome. The product line is concentrated: eleven chip SKUs spanning mainstream flavors (Lightly Salted, Barbeque, Salt N Vinegar, Sour Cream N Chive, Dill Pickle, Salt and Pepper, No Salt) and regionally distinctive variants (Sweet Potato, Chesapeake Crab, Mama Zuma's Revenge Habanero, Yukon Gold), augmented by party packs, gift tins, gift boxes, and a small branded merchandise line (Route 11 Gear).
The go-to-market is omnichannel at a deliberately small scale: a direct-to-consumer e-commerce storefront at rt11.com with free continental USA shipping and quantity discounts, a Square-based curbside pickup option at the factory, an in-person factory tour program for brand engagement, and a wholesale and retail distribution layer accessed via a wholesale info request and a public store locator. Marketing relies on organic social (Facebook, Instagram) and a Mailchimp newsletter rather than paid performance. Two customer segments are addressed: individual consumers purchasing for personal consumption, gifting, and events, and wholesale or retail partners reselling the product for differentiation against commodity snacks. Pricing is unit-based with quantity discounts; wholesale pricing is handled by request.
The business model is transaction-based physical product revenue with no recurring SaaS, licensing, or service component. Operating geographies are limited to the continental United States (Alaska, Hawaii, and international destinations are excluded by stated shipping policy). The company has no subsidiaries, no disclosed investors, no funding events, no acquisitions, no patents or trademarks listed, no certifications, and no management team data beyond standard contact numbers. Ownership is structured as a privately held Virginia corporation with no parent company, exercising what it characterizes as a deliberate anti-scale positioning in the artisan snack segment.
Route 11 Chips firmographics
Firmographics- Name
- Route 11 Chips
- Legal name
- Small Fry, Inc.
- Website
- https://rt11.com
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Route 11 Chips, founded 1992 in Mt Jackson, Virginia, is a privately held artisan manufacturer of small-batch kettle-cooked potato chips (approximately 20 pounds per batch) sold direct-to-consumer via rt11.com and through wholesale retail partners across the continental United States.
- Ownership category
- akta.pro rank
Route 11 Chips industry classification
Industry- Product category
- Kettle-Cooked Potato Chips
- NAICS
- Snack Food Manufacturing (31191), Food Manufacturing (311)
- SIC
- Cookies & Crackers (2052)
- akta.pro primary industry
- Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE)
- akta.pro secondary industries
- Potato & Vegetable Chips Manufacturing (AFAKAIAA), Specialty Snack Foods Manufacturing (Ethnic/Regional, Gourmet, Functional) (AFAKAIAO)
Keywords
Where Route 11 Chips is headquartered
LocationHeadquarters
- HQ city
- Mount Jackson
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Route 11 Chips business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales
Revenue model
- Chip Product Sales: Direct retail and wholesale sales of kettle-cooked potato chips in 11 distinct flavors including Sweet Potato, Chesapeake Crab, Barbeque, Lightly Salted, Salt and Pepper, Salt N Vinegar, Sour Cream N Chive, Dill Pickle, Yukon Gold, Mama Zuma's Revenge, and No Salt varieties.
- Party Packs and Gift Products: Sale of variety packs, gift tins, and gift boxes featuring curated chip selections for gifting occasions and party events.
- Route 11 Gear: Sale of branded merchandise including apparel and accessories bearing the Route 11 Chips brand.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with free shipping and quantity discounts |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Route 11 Chips product offering
Product offeringCore offering
Route 11 Chips is a small-batch kettle-cooked potato chip manufacturer based in Mt Jackson, Virginia. The company produces eleven distinct chip flavors in small batches of approximately 20 pounds each, including Lightly Salted, Barbeque, Dill Pickle, Sour Cream N Chive, Salt N Vinegar, Chesapeake Crab, Mama Zuma's Revenge, Salt and Pepper, Sweet Potato, Yukon Gold, and No Salt. Complementary offerings include variety packs, gift tins, gift boxes, branded apparel, and factory curbside pickup.
Product overview
Route 11 Chips is a small-batch kettle-cooked potato chip manufacturer producing a single unified product line of artisan potato chips. The core offering consists of eleven distinct chip flavors (Lightly Salted, Barbeque, Dill Pickle, Sour Cream N Chive, Salt N Vinegar, Chesapeake Crab, Mama Zuma's Revenge, Salt and Pepper, Sweet Potato, Yukon Gold, and No Salt), complemented by party pack bundles, gift tins, gift boxes, and branded merchandise. All products are produced in small batches yielding approximately 20 pounds per batch, using kettle-cooking technique. The company operates a direct-to-consumer online store alongside wholesale distribution, and offers curbside pickup at their Mt Jackson, Virginia facility.
Differentiator
Problem solved
Functional benefit
Products and services
- Lightly Salted Potato Chips
Companies that use Route 11 Chips
Customer profileSegments2 records
Ideal customer profiles2 records
Route 11 Chips technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Route 11 Chips partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
Route 11 Chips competitors and assessment
Company assessmentDirect peers
- Dirty Potato Chips: Small-batch craft potato chip producer emphasizing unique flavors and small-scale kettle cooking. Closely analogous to Route 11 on craft positioning, flavor uniqueness, and limited-batch identity.
- Kettle Brand: Kettle-cooked potato chip brand with broad flavor portfolio and national distribution. Directly comparable to Route 11 on product format (kettle-cooked chips) and premium positioning, though at materially greater scale.
- Tim's Cascade Snacks: Kettle-cooked potato chip brand with regional heritage and broad flavor line. Comparable to Route 11 as a kettle-cook specialist with regional-roots differentiation.
- Herr's Chips: Pennsylvania-based family-owned potato chip manufacturer with broad salty snack portfolio. Comparable mid-scale regional chip producer serving retail and wholesale channels.
- Cape Cod Potato Chips: Kettle-cooked potato chip maker with regional-heritage positioning and national retail presence. Closely comparable to Route 11 on craft/regional flavor identity and chip format.
- Better Made Snacks: Family-owned Detroit-based potato chip maker selling kettle-style and traditional chips regionally. Comparable to Route 11 as an independently-held, regional-heritage chip brand.
Broad incumbents
- UTZ Quality Foods: Large, publicly-traded salty snack manufacturer with broad chip and snack portfolio. Overlaps with Route 11 in kettle-style chip and retail channel dimensions but operates at significantly greater scale.
- Snyder's of Hanover: Major salty-snack and pretzel brand with national distribution. Comparable as a regional-heritage snack brand that has scaled to broad retail, though product mix extends well beyond chips.
Emerging players
- Boulder Canyon Classic Foods: Kettle-cooked potato chip brand focused on natural/clean ingredient positioning. Comparable to Route 11 on kettle-chip format and premium/craft brand framing.
- Batch 63 Premium Snacks: Craft, small-batch chip and snack maker with regional positioning and DTC channels. Adjacent peer to Route 11 in the small-batch craft snack niche.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Route 11 Chips social profiles
Digital presenceRoute 11 Chips financial estimates
Financial estimateRevenue estimate
Valuation estimate
Route 11 Chips leadership team
Management profileNumber of profiles
Route 11 Chips funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Route 11 Chips M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Route 11 Chips
What does Route 11 Chips do?
Route 11 Chips is a small-batch kettle-cooked potato chip manufacturer based in Mt Jackson, Virginia. The company produces eleven distinct chip flavors in small batches of approximately 20 pounds each, including Lightly Salted, Barbeque, Dill Pickle, Sour Cream N Chive, Salt N Vinegar, Chesapeake Crab, Mama Zuma's Revenge, Salt and Pepper, Sweet Potato, Yukon Gold, and No Salt. Complementary offerings include variety packs, gift tins, gift boxes, branded apparel, and factory curbside pickup.
Is Route 11 Chips a public or private company?
Route 11 Chips is a private company. It is classified as family owned and is currently operating.
When was Route 11 Chips founded?
Route 11 Chips was founded in 1992. It employs 11 to 50 people.
Where is Route 11 Chips based?
Route 11 Chips is headquartered in Mount Jackson, United States, in the North America region.
How does Route 11 Chips make money?
Three revenue lines are on record. Chip Product Sales are the primary driver. The others are party Packs and Gift Products and route 11 Gear.
Who are Route 11 Chips's main competitors?
Direct peers on record are Dirty Potato Chips, Kettle Brand, Tim's Cascade Snacks, Herr's Chips, Cape Cod Potato Chips and Better Made Snacks. Broad incumbents are UTZ Quality Foods and Snyder's of Hanover. Emerging players are Boulder Canyon Classic Foods and Batch 63 Premium Snacks.
Does Route 11 Chips have an API?
No public API is recorded for Route 11 Chips.
What industry is Route 11 Chips in?
Route 11 Chips's product category is Kettle-Cooked Potato Chips. Its primary akta.pro industry code is CRADABAE, Chips & Savory Snacks (Potato, Tortilla, Extruded), with a secondary code of AFAKAIAA, Potato & Vegetable Chips Manufacturing. Its NAICS code is 31191 and its SIC code is 2052.