Dubai's Burger Royalty Arrives on British Shores
The UK's fast-food scene has just received a major international boost with the arrival of GOAT, a burger chain described as the 'greatest' in its class. For the first time ever, the brand has expanded beyond the United Arab Emirates, choosing London as the location for its debut international branch.
A Grand Opening in the Capital
The highly anticipated launch took place on Wednesday, November 19, with the new restaurant welcoming the public on Brompton Road in the upscale district of Knightsbridge. The opening was met with significant excitement, as evidenced by queues of eager customers stretching around the block, all waiting to get a taste of what the brand famously calls its 'unreal' smash burgers.
Founded in Dubai in 2021, GOAT has rapidly built a formidable reputation and a large fanbase across the UAE. Its successful expansion into one of the world's most competitive food capitals signals its global ambitions and has already attracted burger aficionados from across the UK.
What's on the Menu?
The menu is a central part of GOAT's appeal, offering a wide variety of options that focus on high-quality ingredients.
Premium wagyu beef is a star player in many of its burger creations, featuring in unique offerings such as a burger with bacon jam and another with honey shallots.
For those who prefer poultry, the menu also includes several Nashville chicken sandwiches, alongside sides like naked Asian wings and Cajun fries. The dining experience is rounded off with a selection of desserts designed to satisfy any sweet tooth.
Prior to the grand opening, the founders generated buzz by advertising a GOAT-LDN ticket, which granted a free burger to visitors of the new location.
The Vision Behind the Brand
The chain was co-founded by Sultan Kayed, Maryam Alobeidli, and Shehab Al Harmoodi. Sultan Kayed previously shared his vision, stating that the launch represents the fulfilment of a long-held personal ambition.
"GOAT is all about experience and quality of service," Kayed explained. "We see everyone as family and want them to join us for great food. I dreamed of creating a casual dine-in place where different cultures come together in the form of flavours – and I love seeing that dream come true every day."
He expressed particular pride in opening in London, describing the city as a place that has always felt like a second home. "It’s a city that celebrates diversity and creativity in the same way we do at GOAT," Kayed said. "To see a homegrown Emirati brand take its next step on an international stage, in one of the world’s most iconic food capitals, is truly a dream realised."
