What: The debut site for Neat Burger, which claims to be ‘the first international plant-based burger chain’ that will ‘revolutionise fast food’.
Who: Hamilton has worked with hospitality organisation The Cream Group, as well as investors including UNICEF ambassador Tommaso Chiabra (who was an early backer of US-based food tech company Beyond Meat) to create Neat Burger. And despite having only just opened the first site, Cream Group founder Ryan Bishti says plans are already in motion to expand the concept not just nationally, but across the globe. Within the next 24 months, 14 franchises are scheduled, with regional UK locations in Manchester, Bristol and Edinburgh already being considered, as well as a US site in New York. In just over five years, Bishti expects there to more than 100 Neat Burger restaurants operating worldwide.
The food: Presumably in order to help the brand’s scalability, the Near Burger menu has only three core options. The Neat and The Cheese burger both feature a bespoke patty created by Neat Burger’s team of chefs, in collaboration with Beyond Meat. The Cheese is the more basic, featuring a patty topped with a slice of premium vegan cheese, pickles and tomato relish; while The Neat includes salad, grilled onions, and a vegan burger sauce. The third choice, The Chick’n, features a Southern-style ‘chicken’ patty made by US plant-based brand THIS that’s served in a bun with lettuce and vegan mayo. Prices range between £7.50 and £8.50, with sides – consisting of classic or sweet potato fries, or tater tots – sold separately at £3.50 a portion. A Beyond Meat hotdog is also available, priced at £9 and served with grilled onions, fried shallots, pickles, mustard, and vegan mayo.
The vibe: The restaurant adopts an inviting Florida chic appearance, complete with neon signage and giant artificial palm leaves. With a small, open kitchen at the back, and a colour scheme of white walls and light blue furnishings, it isn’t perhaps as visually brash as you might expect, but that doesn’t appear to be a hindrance; with the bright hues ensuring it remains Insta-friendly for diners.
And another thing: Positioning itself as a brand that gives back, Neat Burger’s menu claims that every burger sold equals one tree planted. The chain says it is donating through the Eden Reforestation Programme, and recently paid for a further 2,500 trees to be planted in celebration of hitting 10,000 followers on Instagram.
4 Princes St, Mayfair, London W1B 2LE
