Popular plant-based fast-food chain Neat Burger is undergoing a rebranding effort and will now be known as simply “Neat”.
This move is part of a significant campaign aimed at revamping the brand and expanding its menu options beyond burgers and fries.
The co-founder of Neat Burger, renowned Formula One star Lewis Hamilton, intends to introduce healthier choices such as salads and freshly made ciabatta to cater to a wider range of customer preferences.
The rebranding comes on the heels of the closure of four of Neat’s London locations in 2023, which constituted half of its presence in the city.
By shifting its focus and positioning itself as a daily healthier choice for consumers, Neat aims to distance itself from the perception of being an occasional indulgence.
The original burger selection will now be known as “Better Burgers” and will feature a revamped patty recipe incorporating ingredients like oyster mushroom, pea protein, mung beans, onion, and quinoa. Additionally, Neat plans to introduce new items like the “Superfood Fritti” burger and a “Smash Burger”.
The refreshed brand and expanded menu will debut in Neat’s London locations, starting with Soho and Victoria on February 12, 2024, followed by Camden on February 19.
Later in 2024, the new concept will be rolled out to Neat’s international locations in Milan and New York City.
Zack Bishti, the CEO and co-founder of Neat, expressed his excitement about this evolution, stating, “With four years of consistent feedback, we’re evolving to meet changing consumer needs in nutrition, taste preferences, and dining convenience […] working with delivery partners to double our radius across the city.” This 360-degree brand evolution represents a significant milestone for the company, and they eagerly anticipate implementing the evolved brand across their London and international establishments.
Founded in 2019, Neat Burger quickly expanded to eight restaurants in London with the support of prominent investors like Lewis Hamilton and actor Leonardo DiCaprio.
Despite a successful multi-million-pound funding round in 2021 and ambitions to grow to 30 sites in London, the brand faced challenges due to factors such as the rise of hybrid working models, which resulted in reduced footfall and ultimately led to the closure of some locations.
Nonetheless, Neat remains optimistic about the future and is committed to adapting to changing consumer needs while continuing to offer delicious and sustainable plant-based options.
Source: Verdict Food Service
