MB 2.0 has liftoff!
A message from Jeremy Robinson-Leon, MB founder:
We’re so proud to be approaching our third birthday. Thanks to all of you, our guests, and our wonderful team, we’re brighter and more ascendant than ever.
We’ve always called ourselves the “classic burger stop made for now and made for everyone” because we believe in the possibility of food and people. With a deep love for both, I started MB with my life savings and a simple vision inspired by my dad, a career-long environmental advocate.
It was this. Let’s create a totally new idea of what high-quality fast food can be and radically normalize sustainability in business. We’d build a distinctive place that folks who eat meat could love as much as our vegetarian and vegan friends. Because to make real progress, we need many more people to be part of the change, not only those already engaged. We’d do it in a surprisingly normal way: through really good burgers – that, in our case, happen to be much better for the planet – and delightful hospitality.
The success of Moonburger has been so far beyond what I ever imagined. Four locations, hundreds of thousands of burgers served, awards and recognition, and a place for so many: young people and grandparents and families and artists and construction workers, all showing up for the simple reason that MB makes them feel good.
But we’ve got more work to do: America is eating as much meat as ever. In fact, more people identify as meat eaters in ‘24 than when we started. And most of the meat in America is a factory-farmed, commodity product controlled by huge corporations.
We’re going to meet the moment and offer a new choice. I’m excited to share that you’ll now be able to choose to enjoy your Classic Cheeseburger with Impossible or with premium New York beef from local family farms in Seneca Falls, N.Y. that use earth-friendly farming practices (aka regenerative). This is some of the highest-quality, most sustainable, most delicious beef available today. Same beautiful cheeseburger, one price, two ways.
I believe in the promise of Moonburger.
We’ve visited the farms with our restaurant leaders and gotten to know the farmers, who employ rotational grazing, soil conservation, nutrient recycling and runoff reduction, cover cropping and rotation, and no antibiotics or added hormones. The farming cooperative, importantly, supports fair prices for the farmers and investment in the local economy. Regenerative beef farming is one part of the all-of-the-above approach the world needs now, which also includes plant-based food. Better meat, more vegetables, better future. (Did we mention we’re developing our own veggie patty too? Wait for it…)
Logistically, we’ve added a second grill to every restaurant so that no one has to worry about cross-contact on the griddle. Whatever you’ve always loved at MB, you’ll continue to be able to enjoy.
We’re going to keep doing what we’re best at and that’s to make MB a place of welcome and joy and boundlessness. All aboard this spaceship.
Building this thing with all of you has been an unbelievable privilege, and I thank you so much for being part of it. We’re so excited for you to experience MB 2.0. See you soon over a cheeseburger!
Jeremy