Plant-based QSR ramps up North American plans

Neat Burger

British plant-based fast food chain Neat Burger is expanding into the US market.

Vincent Herbert, the former CEO of Le Pain Quotidien, joined the business recently to lead its growth plans.  

During his time with the bakery chain, he oversaw the roll-out of more than 300 stores in 22 territories around the world.

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He will oversee all aspects of the group’s rapid site expansion strategy in the US including the development of products at Neat Burger’s innovation centre in New York and CPG distribution into the retail arena.

Herbert said: “Rarely do I come across a brand with as much ambition, energy and hunger as Neat. I am delighted to be joining such a rapidly expanding business and look forward to leading its retail and restaurant growth across the US.”

Having recently announced plans to launch its new proprietary product range into US supermarkets in the second half of the year, the company has alsobolstered its Advisory Board with the appointments of Jeffrey Fried and Henrik Fjordbak.

As former chairman of fast-food salad chain Sweetgreen, Mr Fried worked closely with the founders as they scaled from their first Georgetown restaurant to their IPO in 2021.

He has been involved in commercial areas of sports, entertainment and corporate finance for over 25 years. He specialises in investing in entrepreneurial companies that are innovative and disruptive within emerging industries.

Mr Fjordbak is an expert in equity funds, specialising in F&B and lifestyle companies. He was previously COO at Joe & The Juice, where he grew the brand from three sites to 300, with the brand becoming a household name in the process.

 Zack Bishti, co-Founder and CEO of Neat Burger, said: “These senior hires are a key part of our execution to become global leaders in the alternative-proteins arena. Between Jeff and Henrik’s expertise in nurturing industry-leading brands, along with Vincent’s prowess in delivering global expansion alongside a fine-tuned operations setup, we have a powerhouse team primed for Neat’s explosive entry into new markets.”

Neat Burger’s vision is to make alternative-proteins an everyday staple as increasing numbers of conscious consumers look to adopt a vegan and flexitarian lifestyles.

Growth in the sector outpaced all other food categories in the coronavirus pandemic, with the overall plant-based food market set to top $74 billion by 2027.

Tags : Neat BurgerQSR
Andrew Seymour

The author Andrew Seymour

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