Big Interview with Spud Bros: Skins in the game

Jacob and Harley Nelson are working to conquer the world armed with the humble spud and one of the hottest food brands on the planet.

The brothers have turned their jacket potato business, operating from an old tram carriage in Preston city centre, into a global social media sensation.

The latest stage in their remarkable journey has taken them to the Arabian Peninsula, via a business park in Colne.

The opening of the newest UK SpudBros Express outlet in east Lancashire is part of an ambitious nationwide expansion that will see 30 new roadside locations launch across EG On The Move forecourts over the next three years.

But the brothers aren’t content with being the hottest potato business in Britain – they have their sights set on becoming a global brand. As Jacob explains: “We have always wanted that and it remains something we will try to achieve.”

They have now taken a massive step towards that, with a landmark deal to open up outlets in the United Arab Emirates, announced just days after their triumphant arrival in Colne.

SpudBros Express has signed an exclusive area development agreement with UAE hospitality operator Forward Hospitality, paving the way for multiple restaurants and food trucks throughout the region.

The first location is set to open at The Galleria Al Maryah Island in Abu Dhabi later this year, as part of a long-term roll-out strategy.

The restaurants will offer dine-in, takeaway and delivery, alongside dedicated food truck operations designed to bring the brand’s signature loaded baked potatoes to communities and major events across the Emirates.

The announcement came after more than a year of collaboration between the businesses. SpudBros made its debut in the region last year at the Abu Dhabi Formula One Grand Prix and proved a massive hit with racegoers.

Jacob, 31, says “When we first visited Abu Dhabi last year, we were blown away by the reception. To then become the best-selling food vendor at the Formula One was something we never imagined and gave us real confidence that SpudBros could resonate with people far beyond the UK.

“Signing this agreement is a huge milestone for us as it’s our first step onto the international stage.”

Harley, 24, is equally excited. He says: “Seeing the queues, the excitement and the response in Abu Dhabi showed us that people everywhere love simple, quality food made properly. This is just the beginning of our international journey.”

It would seem so. The UAE agreement forms part of SpudBros Express' wider international franchise strategy as the brand looks to identify partners capable of delivering long-term, scalable growth in what it describes as ‘key global markets’.

Closer to home, the Colne launch follows a rapid succession of SpudBros Express franchise openings across London, Sheffield, Portsmouth and Edinburgh.

They sit alongside the growing number of concessions on the forecourts of Blackburn billionaire Zuber Issa’s fast growing petrol forecourt empire.

SpudBros’ story began in 1955 when a hot potato cart first opened on Preston’s Flag Market. Decades later, the high-octane duo of Jacob and Harley have transformed this Lancashire family tradition into one of the UK’s most recognisable food brands.

Read the full story in Lancashire Business View issue 130