Neat redefines its narrative for a more fresh universal appeal
It has taken a stronger stance in creating more healthier options for consumers.
Dropping the word ‘burger’ from its name is just one of the few things Neat has done to reintroduce itself to the world where demand for healthier options has grown.
“Our journey to refresh our brand began with an open dialogue with our guests. Through surveys, tastings and feedback sessions we used customer engagement to dive deep into dietary preferences and eating habits – and notably the need for healthier options in the plant-based category,” Isabella Aldridge, Head of Brand & Marketing and Neat told QSR Media in an interview.
Founded in 2019, Neat, then called Neat Burger, offers a 100% plant-based menu that offers a guilt-free way for health-conscious consumers to enjoy. Its signature offerings include burgers, salads, subs, and more.
Because of these insights, Neat decided it was time for a change, placing a spotlight on ingredient transparency and seizing the opportunity to redefine the narrative around alternative proteins.
It created new menu items like its freshly prepared Market Falafels, a new sauce range like the Neat Green Goddess, and a chef’s special Dill-Tzatziki. Isabella said they wanted to introduce a range of healthier, fresher, and brighter options, and the rebrand was launched to reflect their commitment to delivering food that doesn't just taste great but also aligns with our customers' desire for healthier choices.
The rebrand has two goals. The first was to introduce a new era of plant-based eating that blends fresh, wholesome food with a casual, laid-back atmosphere. The second was to expand their target market.
“Whether you're a vegan or a meat-eater, our vibrant salads and hearty ciabattas showcase our commitment to delivering food that can be enjoyed by everyone. It's this blend of universal appeal and fresh, convenient food that we hope will give Neat its distinctive edge in the marketplace,” Isabella explained.
Meanwhile, on the operations side, Isabella said they plan to pivot from self-service kiosks, a different take from other QSR and fast casual brands that have doubled down on restaurant technologies for their customers. Neat has also decided to focus on offering more convenient on-the-go options, part of their strategy to boost sales and adapt to the growing consumer demand.
“Instead of leading with kiosks, our team will be at the forefront, serving as brand ambassadors. They'll guide guests through the menu, enriching the ordering process with recommendations and suggestions – bringing a personal touch, and inspiring traditional meat-eaters along with our existing audience to try some new plant-based options they haven’t experienced before,” Isabella said.
For Neat, the rebranding will be a way for them to respond to future trends by taking their cues from customer preferences to ensure that all its offerings resonate with diners globally.
“The immediate focus is on bringing the fresh new identity to our international locations, including Milan and New York, as we aim to make Neat a globally recognised name synonymous with quality, convenience, and innovation in plant-based dining,” Isabella said.
