Byron - Covent Garden

Byron Burger Restaurants, Menus and Locations Get New Logo | Eater London

"After a near-collapse that forced the closure of 19 restaurants, this burger chain has pursued a high-profile reinvention: experimenting with a now-retired mushroom-and-beef “flex” burger, hiring chef Sophie Michell to oversee the menu, introducing Beyond Meat’s bleeding plant-based patty, and securing a £10 million injection of capital. The business has rolled out a new logo inspired by communal dining—branded with the rallying cry “all hail the table”—and promises a broader rebrand and new restaurant openings aimed at feeling more welcoming and community-focused. These moves sit alongside controversy about corporate tactics, including orchestrating a fake employee meeting in support of Home Office immigration raids, making the optimistic branding feel ironic to some." - James Hansen