Viral jacket potato brand SpudBros Express has signed a major expansion agreement to enter Scotland, with its first Scottish outlet scheduled to open on Edinburgh’s busy Lothian Road in July 2026. The move marks a significant milestone in the rapid growth of the fast-casual concept, which was created by the founders of SpudBros in partnership with food-tech and restaurant operator Taster.
Under the new agreement, franchise operator SUR Group will lead the brand’s Scottish rollout, beginning with the Edinburgh launch and followed by additional locations across the country. The expansion is part of a broader growth strategy that aims to establish SpudBros Express as a nationwide quick-service restaurant brand.
The upcoming Edinburgh restaurant will be located on Lothian Road, a high-footfall city-centre destination that attracts residents, students and tourists. According to the company, the location was selected for its visibility and strong customer traffic, making it an ideal launchpad for the brand’s Scottish debut.
SpudBros has built a substantial following through social media, particularly TikTok, where founders Jacob Nelson and Harley Nelson gained millions of followers by showcasing their loaded baked potatoes and behind-the-scenes content. What began as a humble operation in Preston has evolved into one of the UK’s most talked-about emerging food brands.
SUR Group, which is also associated with the growth of brands including Black Sheep Coffee, will oversee the Scottish operations through Group CEO Suhail Rehman and Business Development Director Tariq Din.
Commenting on the partnership, Suhail Rehman described SpudBros Express as “one of the most exciting emerging food brands” in the market and highlighted its strong customer engagement, simple operating model and long-term growth potential. He added that the group is looking forward to building a strong presence for the brand across Scotland in the coming years.
Bertrand Peyrat, CEO of Taster, said the agreement represents “an important milestone” in the continued expansion of SpudBros Express across the UK. He noted that Edinburgh is an ideal city for the brand’s next phase of growth and expressed confidence in establishing a long-term presence in the Scottish market alongside SUR Group.
It is believed that the Scottish expansion forms part of a wider UK growth strategy, with SpudBros Express targeting dozens of new locations nationwide over the next several years. Scotland is expected to be a key market in that rollout, with further openings already being planned beyond Edinburgh.
The July opening will officially mark SpudBros Express’ entry into Scotland and further demonstrate how social-media-driven food brands are increasingly translating digital popularity into brick-and-mortar restaurant growth.
