‘Unreal’ burger chain makes UK debut with first international location

Londoners are no strangers to big openings, pop-up hype, or queues snaking around corners for the next must-try bite. Every so often, though, the launch of a new restaurant can pop up with the kind of energy that can feel more like a proper full-scale event.

In recent days, social media feeds have been flooded with bright yellow boxes held up against landmark skylines, stacked burgers crowned with Union Jack flags, and a whole lot of heart-eyed emojis. Fans on Instagram have been tagging friends, community pages have been asking to repost, and early visitors are already eagerly sharing their thoughts.

It’s the sort of word-of-mouth buzz you simply can’t buy. At the centre of all that noise is a name that loyal followers from the UAE already know extremely well.

Only after months of anticipation, endless hints dropped on social media, and more than a little playful mystery, has Dubai’s cult favourite GOAT chosen this week to finally put down roots in London. The fast-rising Emirati burger brand, founded in 2021 by friends Sultan Kayed, Maryam Alobeidli and Shehab AlHarmoodi, has arrived in Knightsbridge for its long-awaited international debut. Its first UK home can be found at 146 Brompton Road, opening its doors from noon to midnight every day.

GOAT, which stands for ‘greatest of all time’, built its reputation across Dubai, Abu Dhabi, Sharjah and beyond with wagyu brioche burgers, Nashville chicken sandos, and Korean fried chicken layered with Mongolian sweet sauce.

In London, the menu brings over standouts such as the Arigato Burger with its umami-driven flavour profile, the 90s Classic Double Cheeseburger, the Nashville Chicken Sando with American cheese fondue, and the brand’s signature KFC (Korean Fried Chicken) topped with coleslaw and pickles.

The Knightsbridge site mirrors the urban-meets-street aesthetic that helped define its identity in the UAE, complete with industrial textures, bold graphics and the unmistakable GOAT yellow that already dominates the brand’s online presence.

For co-founder Sultan Kayed, the milestone carries personal weight. Reported by The Upcoming, he said: “GOAT is all about experience and quality of service. 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.”

Kayed added: “Opening in London is an especially proud moment for me. It’s a city that has always felt like a second home, a place that celebrates diversity and creativity in the same way we do at GOAT. 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.”

Early Google reviews echo the excitement, with one visitors already calling it: “TRULY THE GREATEST OF ALL TIME BURGER."

Another declared their meal: “Best burgers we tried in London. Worth a try 100%. Try [the] Cajun fries & buffalo burger and GOAT burger [with] Sakura lemonade."

A third wrote: "Goat Burger is a total win! The beef burgers are unreal, the chicken is super fresh, and the Cajun fries should honestly come with a warning, they’re that good. Chill vibes, great food, and definitely my new go-to spot."