UAE’s GOAT Burger Opens First International Branch in London’s Knightsbridge

By Jenny Susan / November 23, 2025

Dubai, UAE: The UAE’s boldest burger brand GOAT, short for “Greatest of All Time” has officially opened its first international location. The new restaurant is in London’s Knightsbridge. GOAT brings its signature Wagyu burgers, fearless creativity, and Dubai-born energy to one of the most competitive food capitals in the world.

Founded by Emirati entrepreneurs Sultan Kayed, Maryam Alobeidli, and Shehab Alharmoodi, GOAT has grown from a homegrown idea into one of the UAE’s most recognisable burger brands.

A London Launch with Dubai DNA

GOAT’s arrival in London is a statement. In a city packed with burger icons, GOAT is introducing something different: a creative, culture-driven approach to comfort food rooted in Dubai’s spirit of innovation.

Each burger is crafted with Japanese Wagyu beef and layered with signature flavour mash-ups, including. The Arigato Burger has distinctive umami notes. The 90s Classic Double Cheeseburger offers nostalgic indulgence. The Nashville Chicken Sando is fiery, crunchy, and unapologetically bold.

The Knightsbridge space mirrors the brand’s aesthetic: vibrant, confident, and effortlessly cool. Its signature yellow interiors, industrial textures, and sleek design elements create a balance between street culture and modern luxury. The result is a look that is instantly Instagrammable yet deeply connected to its Dubai roots.

The Vision Behind the Global Brand

Sultan Kayed fuels much of GOAT’s momentum. He is one of the UAE’s most influential food voices. Kayed is known for his honest reviews and passion for discovering exceptional dining experiences. He helped shape the UAE’s food culture both online and off.

“GOAT is all about experience and quality of service,” says Kayed. “Opening in London is an especially proud moment for us—it’s a city that celebrates diversity and creativity, just like Dubai. To see an Emirati brand take its next step in one of the world’s most iconic food capitals is a dream come true.”

GOAT Knightsbridge marks the first step in the brand’s global expansion. Additional international locations are already in the pipeline. The founders’ long-term vision is to position GOAT as a worldwide name in premium casual dining.

To celebrate this global milestone, GOAT UAE will launch an exclusive GOAT Golden Ticket across all UAE branches. Starting 19th November, the first 100 GOAT customers will receive this limited-edition ticket, granting them one complimentary GOAT meal at the new Knightsbridge location before the end of 2025.

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