SpudBros goes global

SpudBros, the fast-growing Preston-based jacket potato business founded by Jacob and Harley Nelson, has sealed a landmark deal to open in the United Arab Emirates.

The exclusive area development agreement with UAE business Forward Hospitality marks SpudBros Express’ first venture outside the UK.

It grants Forward Hospitality exclusive multi-unit development rights, paving the way for multiple restaurants and food trucks throughout the region.

The first SpudBros Express location is scheduled to open at The Galleria Al Maryah Island in Abu Dhabi during the second half of this year, with additional sites planned across the UAE 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 agreement follows more than a year of collaboration between the two businesses. And it represents another significant milestone in an ambitious international growth strategy, following the successful roll-out of SpudBros Express locations across the UK.

The SpudBros concept – which has become a global sensation through social media - made its Gulf debut during the 2025 Abu Dhabi Formula One Grand Prix. Its pop-up outlet became the best-selling food vendor across the event.

Jacob Nelson, co-founder of SpudBros, said: “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 1 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, and we couldn’t be happier to be partnering with Forward Hospitality to bring SpudBros Express to the UAE.”

Co-founder Harley Nelson, added: “We’ve always believed great food speaks every language. 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 and we’re incredibly excited to introduce SpudBros Express to even more people across the UAE over the coming years.”

The global move follows SpudBros brand expansion across the UK. In May this year the business linked up with Blackburn-based petrol forecourts group, EG On The Move in a partnership involving Taster, a European specialist in creator-led food brands.

That partnership envisages a minimum of 30 locations in the next three years, with 15 new openings confirmed for this year alone.

Boyd Baptist Wahr, head of strategic operations at Taster, said: “The UAE represents a hugely exciting market for creator-led food brands, and SpudBros Express has already demonstrated its ability to resonate with consumers through the phenomenal success of its Formula One activation in Abu Dhabi.

“Forward Hospitality is an outstanding partner with an exceptional understanding of the regional market, and this agreement marks an important milestone in our strategy to scale SpudBros Express internationally.”

He added: “We believe this is the beginning of a significant long term growth opportunity for the brand across the Middle East.”

A spokesperson for Forward Hospitality said: “At Forward Hospitality, we are passionate about identifying exceptional hospitality concepts and introducing them to new audiences across the UAE.

SpudBros’ story began in 1955 when a hot potato cart first opened on Preston’s Flag Market.

Decades later, Jacob and Harley transformed the family tradition into one of the UK’s most recognisable food brands. Through the use of social media SpudBros has built one of the largest digital food communities in the country.