All hamburgers served at Moonburger have three key elements: they are high-quality, served quickly, and impossible. Impossible meat that is.
Moonburger positions itself as “a classic burger stop made for now – and made for everyone.”
Starting this July, everyone and anyone craving a cheeseburger, fries or milkshake in the Williamsburg area can test out the classic American fare at the new Moonburger at 126 Bedford Avenue.
Founded by Jeremy Robinson-Leon, a public relations professional turned burger entrepreneur, Moonburger currently has locations in Kingston, New Paltz and Poughkeepsie, New York. The approximately 1,000 square-foot space in Brooklyn will be transformed into the fourth Moonburger location in the coming weeks.
“First and foremost, we are a burger spot… we just happen to be a meatless burger spot,” said Robinson-Leon in an interview with What Now NY. “We want Moonburger to be a place that someone who loves meat will be compelled to try, realize they love the product, and return.”
While serving meatless meals is central to Moonburger’s mission, the feeling guests have walking into one of the restaurants is just as important.
“We have always ventured to create unique spaces with their own personality but that share in a sense of boundlessness and basic joy,” Robinson-Leon said. “With each location we do a lot with color and light to make them feel vibrant, and let guests be in a space that doesn’t feel like it’s taking itself too seriously.”
When Robinson-Leon first had the idea for Moonburger, he wanted to find a way to make meatless concepts mainstream in a way that no one else had been. Moonburger has prioritized creating quality burgers and cultivating an approachable atmosphere that can appeal to meat-lovers and vegetarians alike.
According to its website, Moonburger aims to accommodate as many dietary restrictions and preferences as possible, without compromising flavors or the dining experience for guests.
The two of the three current iterations of Moonburger feature drive-thrus. The Williamsburg location will focus on dining-in and take-out. Eater NY reports that the Williamsburg location will be the first Moonburger with a liquor license. Robinson-Leon shared potential plans to collaborate with other Brooklyn-based businesses.
Having previously lived in Williamsburg for 13 years before relocating to upstate New York, Robinson-Leon sees Moonburger’s fourth location as an exciting milestone in the brand’s journey and his own.
“It is surreal to be returning to Williamsburg in this capacity,” he said. “It’s a neighborhood I’ve loved for many years, and I still have a network of friends who live there and run restaurants in the area. It is an epicenter of food and fun, and I could not think of a better place to launch Moonburger in New York City.”
Moonburger is still in its early stages having launched in 2021. As the brand prepares for its arrival in the city later this summer, Robinson-Leon shared his excitement for the months to come and gratitude for the patrons who have supported Moonburger so far.
“Usually, restaurants are born in New York City and are exported upstate, but in Moonburger’s case we are reversing the direction,” said Robinson-Leon. “Our guests and team members in upstate New York have helped make this expansion possible. It’s a delight to be able to do this and be a part of creating community along the way.”
