This month will see group begin to rebrand its London sites as just Neat, beginning with the sites in Soho and Victoria on Monday 12 February.
The Neat branding will subsequently be rolled out to the group’s international sites in Milan and New York City later this year.
Alongside the new name, Neat will also be introducing the a ‘refreshed’ food offer that will move the concept 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 - rebranded as ‘better burgers’ - alongside a new range of ‘superfood’ salads, organic ciabattas and light bites.
The overhaul of the Neat concept comes after the group, which is backed by Lewis Hamilton and Leonardo DiCaprio, was forced to close half of its London-based UK estate late last year amid large-scale financial pressures.
Neat Burger originally launched in late 2019 with a site on Regent’s Street and was previously plotting an accelerated expansion programme, with plans to have a global estate of 1,000 sites by 2030.
However, the group has subsequently struggled to maintain momentum, as have other operators in the plant-based QSR space. According to Neat Burger’s latest accounts filed to Companies House, the group made a loss of £7.9m in 2022. This followed a loss of £3.2m the year before.
Neat says it has drawn on customer feedback and the ‘changing global landscape of plant-based eating preferences’ when developing its new ‘modernised identity’.
It adds that as well as evolving the brand, it is also working with delivery partners to double its radius across London.
“This initiative has been driven by our unique advantage and the proximity to our guests, which we see as our superpower,” says Zack Bishti, co-founder and CEO of Neat.
“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.”