44
BIG INTERVIEW By Ged Henderson
In association with:
ENTER NOW DEADLINE:
Midnight, Friday 4 December 2026 Judging partner:
Energy partner: Runway sponsor: Sponsored by:
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.
Supported by:
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.”
ENTER HERE
redroseawards.co.uk @redroseawards
#RRA27
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
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
We look to use social media in a positive way, not only to build our brand but to try and inspire the younger generation
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
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.
They have taken the jacket potato, put their own twist on it and elevated it to new levels through the toppings they offer to customers.
And with more than five million TikTok followers, 223 million likes, 1.49 million YouTube subscribers and 1.2 million Instagram followers, the brothers have built one of the largest digital food communities in the country. The numbers are truly staggering.
Continued on Page 46
SUCCESS IS BAKED IN
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76
