One of Britain’s biggest social media food sensations is making its way to Abu Dhabi this year. The brother-led brand Spud Bros, which turned the humble baked potato into an internet phenomenon, is heading to the city with its first permanent international location.
Meet The Spud Bros
Behind the brand are brothers Jacob and Harley Nelson, who have taken a family connection to the baked potato and turned it into a hugely popular concept in the UK.
Spud Bros Express became the result: an idea centred around generously topped baked potatoes, designed for eating in or taking the spud with you on the move.
This great story dates back to 1955, when their family first sold hot potatoes from a cart in Preston. Fast forward several decades and the brothers have given the classic British comfort dish a modern makeover, building a huge following through videos showcasing their creations and showing how the Brits go mad for them.
Abu Dhabi Already Has a Taste for It
Spud Bros’ move to the Middle East comes after they had already tested the waters in Abu Dhabi. The brand appeared at the 2025 Abu Dhabi Formula 1 Grand Prix, where its pop-up proved particularly popular and became the event’s top-selling food vendor.
That success has paved the way for a much bigger move, with the business now partnering with UAE hospitality company Forward Hospitality, as it expands across the UAE.
Spud Bros Is Coming to the Galleria
The first Abu Dhabi outpost is planned for The Galleria, with the opening expected in just a matter of months.
What’s more exciting is that this won’t be a one-off. The wider UAE deal includes plans for further Spud Bros Express restaurants and food trucks, meaning Abu Dhabi is set to be the starting point for a much bigger Middle Eastern adventure.
For anyone in the region who watches the viral videos from Lancashire, this could be your chance to finally get your hands on one of those famous loaded potatoes.
To be kept updated on their journey, visit therealspudbros.
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