Driven by a lifelong love for street food events, founder Mustafa Hewadpal spotted a gap in Australia—a dedicated, professional potato twister brand. Here is his story.
The founder of Twista Bros, Mustafa Hewadpal, is an entrepreneur driven by vision, discipline, and a deep understanding of branding within the street food and event space. Inspired by a lifelong love of festivals and high-energy food environments, he identified an untapped opportunity in Australia: transforming the simple potato twister into a recognisable, scalable brand rather than just another market stall product.
While spiral potato snacks existed overseas, no one in Australia had positioned them as a professional, category-owning concept. With a clear vision, he set out to build not just a food stall, but a brand with personality, consistency, and long-term growth potential.
Built from the ground up, Twista Bros was shaped through long hours, capital challenges, setbacks, and persistence. From investing in bold branding and high-impact signage to refining high-volume service systems, every decision was made with scale and consistency in mind.
Today, Twista Bros stands for more than just a product. It represents experience, energy, and memorable moments. With expansion already reaching Dubai and international growth in sight, the brand continues to evolve while staying loyal to its core values of integrity, loyalty, accountability, and high standards.
The founder’s mission extends beyond profit: to inspire others to build something of their own, create opportunities, and demonstrate that discipline and consistency truly pay off.
How did Twista Bros start, and what inspired the idea?
Twista Bros started from a simple love for street food and the energy of festivals. I have loved the food and event space since I was young, and I noticed people always gravitated towards food that was fun, visual, and different. I saw Potato Twistas overseas, but no one in Australia was doing them properly as a branded concept. I wanted to take something simple and turn it into a recognisable brand, not just a stall, but a real business with personality, consistency, and scale.
What gap in the market were you aiming to fill?
There was a big gap for a dedicated Potato Twista brand that was professional, fast, family-friendly, and visually exciting. Most operators treated it as a side product. I wanted Twista Bros to own the category and be known as the Potato Twista brand, the same way people associate certain brands with burgers or donuts.
Why the name Twista Bros, what does it represent?
“Twista” comes from the twisted spiral potato itself, and “Bros” represents family, partnership, and unity. It reflects how we operate, close-knit, hands-on, and loyal to the people around us. It is not about one person. It is about building something bigger together.
What were the biggest challenges in the early days?
Capital, long hours, and proving ourselves. We had to build everything from scratch, branding, trailers, suppliers, systems, and relationships with organisers. There were also plenty of setbacks, knockbacks, and people doubting the idea. But I stayed consistent and kept showing up.
What key decisions helped grow the business?
Treating Twista Bros as a real brand from day one. Investing in strong branding, signage, and uniforms. Focusing on high-volume events and perfecting a fast service model. Building systems so the business can scale. And staying disciplined with standards.
What makes Twista Bros different from competitors?
We are not just selling a potato. We are selling an experience. When you visit Twista Bros, it should be a happy moment you remember. We understand marketing, presentation, and customer psychology. We focus on doing one core product extremely well.
How do you maintain quality and consistency?
Through clear procedures, training, and standards. Same prep, same cooking process, same seasoning, same presentation. We do not cut corners. If the product is not right, it does not go out.
What values guide your business decisions?
Integrity, loyalty, consistency, and accountability. We care about our reputation and we protect it. We treat people fairly, but we also hold high standards.
How do you divide roles and responsibilities as partners?
All staff have defined responsibilities based on their strengths. We communicate clearly, respect each other’s roles, and make decisions together when it matters.
What is the biggest lesson you have learned so far?
Branding and systems matter as much as the product. And not everyone will be happy when you grow. You have to stay focused and disciplined.
How do you handle setbacks or difficult periods?
I acknowledge it, learn from it, then move forward. I focus on solutions, not emotion. Every setback becomes a lesson.
How important is customer feedback to your growth?
Very important. Customers show you what works and what does not. We listen, adjust, and improve constantly.
How do you stay relevant in a changing market?
By staying creative and upgrading our branding and concepts while protecting our core product. Social media is always changing and we involve our followers with various video challenges on social media such as TikTok.
What impact do you want Twista Bros to have beyond profit?
To inspire others to build something of their own. To create jobs. To support communities and events. And to show that hard work and consistency pays off.
Where do you see Twista Bros in the next 3–5 years?
Further international expansion. We have expanded to Dubai and want our same concept to be in many other countries.
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