The sustainable eatery, located just off Regent Street in central London, will feature the meat-free product in its Chick’n burger and Caesar salad.
“VERY excited about our new partner, Neat Burger. Partly because their food is INSANE and partly because my sporting hero Lewis Hamilton is backing them,” said Andy Shovel, Co-founder of THIS.
Making plant-based ‘the norm’
“We had a job before we co-founded THIS,” THIS co-founders, Andy Shovel and Pete Sharman, told Plant Based News. “We established and ran a burger (as in, beef) restaurant chain called Chosen Bun. As far as U-turns go, this is a whopper.
“When we sold that business in 2016, we realized some stuff – that maybe we should eat less meat – fairly urgently, and that if you don’t like tofu, or food with orange packaging, you don’t have that much of a meat-alternative choice.
“And so, we made THIS. It’s ridiculously high in protein, it tastes sensational and it’s produced by people who won’t guilt-trip you if you also eat meat. We’re brazen about our ambition – we want to make plant-based the norm.”
Yesterday, Neat Burger gave out 1,500 plant-based burgers to celebrate its first day of opening – running out in just two hours.
The company – which plans to ‘expand the concept globally with 14 franchises planned in the next 24 months’ – said on Instagram it faced ‘high demand’, adding: “Don’t worry, there’s a lot more where that came from, see you all tomorrow!”