This marks its international debut in the UAE
There’s a new spud in town, and this one has already caused quite a stir.
SpudBros Express, the creator-led food brand that has turned the humble jacket potato into a seriously popular street-food sensation in the UK, is making its international debut in the UAE.
The brand has signed an exclusive multi-unit Area Development Agreement with UAE hospitality operator Forward Hospitality, giving the company rights to roll out SpudBros Express locations across the Emirates.
First up? The Galleria Al Maryah Island in Abu Dhabi, where the first UAE location is scheduled to open in the second half of 2026.
And this won’t be a one-off: the agreement covers multiple restaurants and food trucks, with further locations planned across the country.
Expect dine-in, takeaway and delivery, alongside dedicated food trucks designed to bring those famous loaded potatoes to communities, events and major occasions around the UAE.
The move comes after SpudBros and Forward Hospitality spent more than a year getting to know the market. The relationship began with a brand presentation in Abu Dhabi in July 2025, followed by a rather impressive regional debut at the 2025 Abu Dhabi Formula 1 Grand Prix.
The SpudBros Express pop-up became the best-selling food vendor at the event, proving there was plenty of appetite for the concept – quite literally.
For brothers Jacob and Harley Nelson, who founded SpudBros, that success helped confirm the UAE was the right place to take the brand global.
“When we first visited Abu Dhabi last year, we were blown away by the reception,” said Jacob. “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,” he added, saying the brothers were delighted to partner with Forward Hospitality.
Harley said the Abu Dhabi experience showed them that “great food speaks every language”, adding: “Seeing the queues, the excitement and the response in Abu Dhabi showed us that people everywhere love simple, quality food made properly.”
The UAE expansion is part of a much bigger international strategy for SpudBros Express, which has been growing its presence across the UK.
Boyd Baptist Wahr, Head of Strategic Operations at Taster, said the UAE represents an “hugely exciting market” for creator-led food brands, while praising Forward Hospitality’s understanding of the region.
Forward Hospitality said it was excited to introduce the brand to UAE diners while staying true to the spirit that has made SpudBros such a hit in the UK.
So, if you thought the baked potato was having a quiet moment, think again. SpudBros is bringing the big, loaded, very social-media-friendly spud to Abu Dhabi, and it looks like this is only the beginning.
For further information, follow @spudbrosexpressae on IG
