​Neat Burger Embarks on Health-Conscious Rebranding with Expanded Menu

​Neat Burger Embarks on Health-Conscious Rebranding with Expanded Menu

Posted by Emma on 8th Feb 2024

Neat Burger, the plant-based fast-food chain co-founded by Formula One driver Lewis Hamilton, is set to undergo a significant transformation. Initially launched in London in 2019 as a plant-based alternative to traditional fast-food outlets, the brand is rebranding to "Neat" and shifting its focus towards offering healthier dining options. This strategic pivot comes after the chain closed four London locations - half of its London presence - towards the end of last year, citing a need to adapt to changing consumer preferences and market conditions.

Images & Copyright belong to www.neat-food.com

Under its new identity, Neat aims to broaden its appeal by diversifying its menu beyond its staple burgers and chips. The refreshed menu will now include a variety of salads and freshly made ciabatta sandwiches in addition to its original burger offerings. These original burgers are being rebranded as "Better Burgers," featuring a new, cleaner patty composition that includes oyster mushroom, pea protein, mung beans, onion, and quinoa. This menu expansion is part of Neat's commitment to evolving as a "healthier choice" for consumers, encouraging more frequent visits instead of viewing the chain as an occasional indulgence.

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The rebranding effort also introduces new items such as the 'Superfood Fritti' burger and a 'Smash Burger,' all developed in-house, showcasing Neat's dedication to innovation and quality. The brand refresh is set to commence in London, starting with its Soho and Victoria locations on 12 February, followed by Camden on 19 February. Plans are also in place to extend this new branding to its international outlets in Milan and New York City later in the year.

Despite facing challenges, including a 140 per cent increase in losses last year and the closure of four London sites due to soaring rents, the cost of living crisis, and shifts towards hybrid working patterns, Neat continues to adapt and grow. Co-founder and CEO Zack Bishti highlighted the importance of evolving to meet consumer nutrition, taste, and convenience needs, including expanding delivery services across the city.

Images & Copyright belong to www.neat-food.com

Founded with the support of prominent figures such as Lewis Hamilton and actor Leonardo DiCaprio, Neat has experienced rapid expansion since its inception. It aimed to reach 30 London sites following a multi-million-pound funding round in 2021, though these plans have since faced delays. Nonetheless, the decision to pivot towards a healthier, more diverse offering reflects a strategic response to the changing dynamics of the food industry and consumer habits, including the rising trend of meat reduction in the UK and the growing demand for vegan and plant-based options.

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