How Jerrell’s BETR BRGR Built a Vegan Burger Legacy in NYC
Jerrell’s BETR BRGR serves up NYC’s favorite vegan burger with big flavor and that unforgettable yellow smiley logo.
Born in the heart of COVID and powered by plant-based passion, Jerrell’s BETR BRGR turned a low-budget Soho deal into one of New York’s most buzzed-about vegan burger joints.
From Pandemic Inspiration to Plant-Based Pioneer
Jerrell never worked in a kitchen before opening his first restaurant, but when the world shut down in 2020, he got busy building a brand. “It was just an idea,” he says, sparked by the rise of Slutty Vegan in Atlanta and Monty’s in California. “There’s nothing like that in New York City.” With rent at a historic low, he landed a prime location in Soho and opened a fully vegan, late-night burger joint with no prior industry experience—just instinct and a bold business plan. “They were asking a certain amount, and I offered 50 percent of that,” he remembers. “And they accepted it.” That leap paid off. Four years later, Jerrell’s BETR BRGR holds the title for best vegan burger in New York City.
A Simple Menu, a Loyal Following, and a Focused Mission
From day one, Jerrell designed his menu to be intentionally small. The BETR BRGR lineup features just three core burgers—the Little BETR, OG BRGR, and Super BRGR—plus waffle fries, chili, and milkshakes. “Everything could be run by a two-man operation,” he explains. The OG BRGR, a double smash patty with vegan bacon, remains the top seller. Despite calls to expand into vegan chicken or hot dogs, Jerrell’s stayed focused. “I want to be known for a good burger,” he says, likening his approach to the simplicity behind iconic Philly cheesesteak spots. Limited-edition shakes, like the popular vanilla Oreo, show up for a short run, but the core menu never wavers. It’s a deliberate choice that’s earned him a devoted fan base—and a few viral moments online.
Building a Brand Beyond the Burger
Though he’s no longer in the kitchen, Jerrell is deeply hands-on with the brand’s direction. “I try to stay behind the scenes and let my team run the kitchen,” he says. “That allows me to focus on growing the brand.” Most days are spent creating content, developing ideas, and leveraging the power of social media. It’s a strategy that’s worked. With help from his PR team early on, Jerrell launched skits on TikTok that went viral and built the brand’s cult following. Collaborations followed, including a high-profile partnership with United Airlines, which featured Jerrell’s burger in their Newark airport lounge—the first time United ever partnered with an outside restaurant. Pop-ups with Lincoln Center and an upcoming project in Paris keep the momentum going. “If that goes well, it might turn into something long-term,” he says.
Weather, Passion, and Staying Real
Operating without indoor dining means weather plays a big role in daily flow at the Soho location. “April and May, it rained like 80 percent of the time,” Jerrell says. Still, the connection with customers keeps the momentum going. “Jerrell’s allows me to be myself,” he says. “We get love from our customers… we have a bit of a cult following.”
While the plant-based food scene continues to evolve, Jerrell has carved out a clear identity by keeping things tight at home and reaching new audiences through pop-ups. For example, he’s exploring global opportunities, as he just got back from Paris.
“You’ve got to love it. When it gets hard, just double down.” For Jerrell, it’s all about staying real, thinking long-term, and doing what he does best.