Neat Burger to rebrand and overhaul menu with 'healthier' focus

08 February 2024 by
Neat Burger to rebrand and overhaul menu with 'healthier' focus

Neat Burger, the plant-based fast-food chain backed by Formula One driver Lewis Hamilton, is to rebrand as a healthier option after closing sites last year.

The group will relaunch as Neat and expand its menu from a focus on burgers and chips to include salads and freshly made ciabatta.

It marks a major pivot for the brand, which closed four restaurants – half of its London estate – at the end of last year.

Neat Burger was likened to a plant-based version of major fast-food chains when it launched in London in 2019 but the group said it was evolving as a "healthier choice" designed to encourage customers to visit every day, rather than as an occasional treat.

Neat's original burger range will be rebranded as ‘Better Burgers' with a new patty made from oyster mushroom, pea protein, mung beans, onion, and quinoa that the chain said was "cleaner, healthier and developed in-house". Other new additions include a ‘Superfood Fritti' burger and a ‘Smash Burger'.

The brand refresh will be rolled out across Neat's London estate starting with Soho and Victoria on 12 February, and Camden on 19 February. Later this year, Neat will be extended across its two restaurants in Milan and New York City.

Zack Bishti, co-founder and chief executive of Neat, said: "With four years of consistent feedback, we're evolving to meet changing consumer needs in nutrition, taste preferences and dining convenience, namely working with delivery partners to double our radius across the city.

"This 360-brand evolution is a very exciting time for us, and we look forward to rolling out the evolved brand across our London and international estate."

Neat was founded 2019 and grew to eight restaurants in London with the backing of Hamilton and actor Leonardo DiCaprio.

It completed a multi-million-pound funding round in 2021 and announced plans to expand to 30 sites across the capital, but progress has since stalled.

At the time, a spokesperson blamed the closures on a drop in footfall caused by a shift towards hybrid working.

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