Plant-based burger concept, Neat Burger will undergo a rebrand, with a renewed focus on healthier options.
The Lewis Hamilton-backed business will relaunch under new name, ‘Neat’ after it closed four restaurants at the end of last year.
The new branding will be rolled out across its London estate starting with sites in Soho,Victoria and Camden in February, and later this year it will be extended across its two restaurants in Milan and New York City.
A refreshed food offer will mark a move away from fast food and position it as a more health-focused option, with an emphasis on natural wholefoods and plant-based proteins.
Burgers will continue to feature on menu but be rebranded as ‘better burgers’ - alongside a new range of ‘superfood’ salads, organic ciabattas and light bites.
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.”
In November 2023, Neat Burger announced it would close half of its eight venues in the UK, citing the impact of rising rents, reduced footfall, and the cost of living crisis.
It would also shelve the opening of a new venue within London’s O2, in line with its strategy to focus on smaller venues in high footfall areas.
