Plant-Based Fast-Food Concept, Neat Burger Reveals the Next Step in the Brand Evolution: Introducing ‘Neat’
Today, Neat Burger, the plant-based fast-food concept, takes the first step in its brand evolution by unveiling ‘Neat’. Evolving from the occasional to the every day, Neat is entering a new era with brighter, healthier and fresher ingredients, that have been reimagined into an innovative new menu that shows how delicious meat-free eating can be. The brand refresh will be rolled out across its London estate starting with Soho and Victoria on Monday 12th February, and Camden on Monday 19th February. Later this year, Neat will be rolled out across its global estate which includes Milan and New York City.
Evolving as ‘the healthier choice’, Neat has drawn on over four years of experience, loyal customer feedback, and the changing global landscape of plant-based eating preferences shifting towards ‘natural food’, that will showcase a modernised brand identity that signifies a positive change and commitment to doing things differently.
Along with a new look and feel across the physical sites, the menu has undergone a complete refresh that caters to diverse tastes and preferences with a focus on natural and nutritious whole-foods, as well as plant-proteins. Based on the ethos of simplicity, honesty and transparency, each item on Neat’s menu will be cooked from scratch using whole ingredients, made in-house or sourced locally from trusted farmers and partners.
New items will include Neat ‘superfood’ salads, a range of organic ciabattas – baked fresh daily – as well as innovative sauces and dressings to elevate sandwiches, salads and burgers. Alongside this, Neat has developed the original burger category into ‘Better Burgers’ which will continue to include the brand’s best-selling ‘Neat Burger’ – which features a new and improved recipe of the shroom & pea Neat Patty that is cleaner, healthier and developed in-house – as well as a new ‘Superfood Fritti’ and ‘Smash Burger’.
The new store concept has been designed to reflect a restaurant selling fast, healthy and whole foods. Using natural materials, leaning into more subtle colourways, and maintaining an efficient operational flow system, the new Neat stores eliminate the self-service order tablets, allowing for exceptional interactive and educational customer service.
Zack Bishti, Co-Founder and CEO of Neat says: “This initiative has been driven by our unique advantage and the proximity to our guests, which we see as our superpower. 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. 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.”
Neat Victoria and Neat Soho will be unveiled for soft launch on 12th February, with 19th February as the official opening date for Soho, Victoria and Neat Camden. Neat Wembley, Neat Milan and Neat NYC will follow later in the year.
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