Jordan Bailey expands ‘elevated’ burger brand to Soho

Former fine dining chef Jordan Bailey is expanding his Heard smash burger brand to London’s Soho following the success of its first site in Borough, which opened back in March
Bailey previously ran the two Michelin-starred Aimsir in County Kildare (©India Whiley-Morton)

Former fine dining chef Jordan Bailey is expanding his Heard burger brand to London’s Soho following the success of its first site in Borough, which opened back in March.

The new restaurant, which is set to open next month on Foubert’s Place in Carnaby, will feature the same ‘elevated’ menu of double patty smash burgers served at the Borough original alongside a list of wines chosen by sommelier Majken Bech-Bailey especially to pair with the food.

Bailey, whose previously ran the two Michelin-starred Aimsir in County Kildare, Ireland, describes his kitchen philosophy as ‘rejecting unnecessary complexity or over-processing in favour of standout ingredients’.

The burgers served at Heard are made with British beef from a cooperative of regenerative farms that’s been aged for a minimum of 35 days.

Options to feature on the menu include The Heard burger with jalapeño hot honey, Ogleshield cheese, white onion, ‘secret sauce’ and pickles; The Boring Burger with aged cheddar, white onion, secret sauce and pickles, which is available with a bump of caviar on the bun; and the Truffle Shuffle with Italian black truffle mayonnaise, Baron Bigod cheese, balsamic pickled red onions and green leaf.

The Soho restaurant will also serve a special burger developed especially for that site, which will be Heard’s first non-smash burger.

Split across two levels with an open kitchen and counter seating, the restaurant will hold 38 covers and be designed in collaboration with Superfutures.

The look will feature natural materials, organic textures, sculptural ceiling features, clay-tiled floors, and timber furniture.