The Neat Burger rebrand includes a move towards healthier whole foods and plant-based proteins.
The chain originally launched in late 2019, backed by celebrities including Lewis Hamilton and Leonardo DiCaprio, and has outlets in London, Milan, and NYC.
It has revealed it will be overhauling its concept, which will include changing its name by dropping the ‘Burger’ and broadening its food offering.
The change comes after the outlet was forced to shut down half of its London outlets amid financial challenges experienced by many food operators.
Its London sites will start to rebrand this month (February) as just Neat, beginning with the sites in Soho and Victoria.
The changes will then continue to rollout to international sites in Milan and New York City later in the year.
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Neat is dropping the 'Burger' in favour of healthier whole foods and plant-proteins. Photo © Timothy Atkins for Neat
Vegan fast food
As well as changing its name, the Neat Burger rebrand will involve a move away from offering a purely vegan fast food menu and more towards healthier options.
It is set to base its refreshed menu on natural whole foods with a focus on nutrient-rich ingredients and healthy plant-based proteins.
Options on offer will include items like organic ciabattas; light bites; and ‘superfood’ salads.
However, burgers will still be on offer, also with a rebrand, and will be sold as ‘better burgers’.
According to reports, as a vegan fast food outlet, Neat Burger made a loss of £7.9m in 2022, following a loss of £3.2m in 2021
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The new neat menu features a range of wholesome dishes, but you can still grab a 'better burger'. Photo © Timothy Atkins for Neat
Customer feedback causes Neat Burger to rebrand
According to the fast food chain, its rebrand is based on customer feedback.
In addition, when creating its ‘modernised identity’, it considered the ‘changing global landscape of plant-based eating preferences’.
As well as changing the branding, it will be working with delivery partners across London, to double the radius of customers it can reach.
Zack Bishti, co-founder and CEO of Neat, said in a statement: “This initiative has been driven by our unique advantage and the proximity to our guests, which we see as our superpower.
“As we adapt to consumer requests shifting to an increase in healthier options, we look forward to welcoming a new audience to experience the next chapter of Neat.
“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.”
You can still tuck into a fast food-style fakeaway with these mouth-watering vegan burger recipes
Featured photo composition by VFL. Food images © Neat. Lewis Hamilton photographed by Edward Berthelot / Contributor Getty Images. Leonardo DiCaprio photographed by Kevin Mazur / Contributor Getty Images
