Dubai’s GOAT Burger to make UK debut in Knightsbridge this week

Dubai-based burger brand GOAT will open its first UK location in Knightsbridge this Wednesday, operating daily from noon to midnight. The launch marks their international debut, bringing its menu of innovative sandwiches and fusion flavours to one of the city’s most competitive fast-casual dining markets. 

Founded by Sultan Kayed (also known for his food-focused social media platform, Sultan Eats), Maryam Alobeidli and Shehab AlHarmoodi, GOAT has gained popularity in the United Arab Emirates for its unconventional approach to casual dining. The company, whose name stands for “greatest of all time”, is celebrated for its bold menu and contemporary interiors, and the London location aims to replicate their distinctive identity while adapting to the UK market.

The menu features a range of burgers made with Japanese wagyu beef, including the Arigato Burger, described as having umami-inspired flavours, and the 90s Classic Double Cheeseburger. Chicken options include the Nashville Chicken Sando with American cheese fondue and the KFC – Korean Fried Chicken – which is topped with coleslaw, pickles and a Mongolian sweet sauce. The restaurant’s interior design reflects its roots in Dubai’s urban dining scene, incorporating industrial textures and street-style graphics in a space designed to cater to both casual patrons and those seeking a more stylised experience. GOAT’s signature yellow colour features prominently, intended to evoke a sense of energy and creativity.

The expansion into London is part of their broader ambition to evolve from a regional favourite into a global name. The company has previously garnered attention in the UAE for initiatives such as an emoji-based menu and collaborations with luxury labels. The London opening represents a strategic move into a market renowned for its diverse and competitive culinary culture.

Kayed 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. 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.”

Food Desk

GOAT Burger London opens on 19^th November 2025 at 146 Brompton Road, London SW3 1HX. For further information, visit their Instagram here.

For further information about GOAT Dubai, visit the brand’s website here.