A new colorful neighborhood burger joint is headed to Melrose Avenue with the goal of changing the notions surrounding plant-based food and increase awareness of the impact a restaurant can have on the planet, both via operator and consumer. NOMOO, which prides itself as being “a better kind of burger joint,” will open this winter in West Hollywood serving guests plant-based cuisine coupled with vibrant decor, convivial energy, and some serious do-gooder attitude.

The concept is developed by serial entrepreneur and burger aficionado George Montagu Brown who previously opened The Gardens Hotel—a Costa Rican luxury eco-resort complete with an onsite farm-to-table restaurant and biodynamic garden. NOMOO builds on those sustainable practices, framed through a fast-casual lens and a greater determination to change the way people dine.

“What we learned opening in Costa Rica allowed us to see how one restaurant can affect change in its community,” said Brown. “Our goal with NOMOO is to apply that thinking and change the way an entire industry affects its community and even more, the world.”

Opening with the motto, “taste it to believe it,” NOMOO will feature a limited menu of plant-based fast food staples reimagined for the modern diner. A classic burger, two years in the making, is heightened by the addition of house pickles, NOMOO Secret Sauce, tomato, butter lettuce, and American “cheeze.” A Nashville Hot ‘Chick’n’ is a coconut-milk soaked and fermented seitan blend, breaded twice and topped with a piquant five-spice sauce reminiscent of the down south favorite, slaw and pickles. All burgers/sandwiches are served on a custom vegan brioche bun developed in collaboration with Rockenwagner Bakery delivered daily. Sides will include the quintessential: fries served with a selection of unique dipping sauces such as true “cheeze” sauce or avocado ranch, and obscure: a Caesar salad with miso in lieu of anchovy to ensure the presence of umami. Rare for a plant-based concept, NOMOO is also a soy-free establishment, with the exception of burger patties by Impossible Burger. Replete to any burger experience, the concept will also offer house-spun milkshakes, ice cream sandwiches, and soft-serve made with an 18-hour house-blended cashew milk in flavors to change seasonally.

“We want guests to have it all at NOMOO—all the flavor and every choice—no compromises,” said Brown. “If you dreamed up all the best parts of your favorite burger joint but without the environmental consequences, that’s what NOMOO is—a plant-based dream, made real.”

Housed in the former location of the first Johnny Rockets, NOMOO represents a complete shift of culinary understanding while honoring the iconic space it is located within. Meant to be a lighthearted and fun destination with culinary intent, NOMOO is futuristic meets nostalgic. Designed by Studio Unltd. (Otium, The Rose Café) the space will retain some of the classic diner charm with open kitchen and white oak bar throughout in addition to throwback artwork, sleek seating, and a custom neon lighting reminiscent of a retro Americana drive-thru. Branding was created by Faust Levito—known for their work with Bavel and Felix—and developed to instill a sense of past food eras and whimsy for diners with “good times” vibes. The 1,500-square foot space will allow for 13 counter seats inside and 40 seats on an outdoor sun-drenched patio ideal for shoppers and visitors to the bustling neighborhood, as well as locals of all ages. For guests unable to locate street parking, NOMOO will also offer valet parking. The restaurant will also offer to-go offers and delivers via Postmates and Grubhub.

Emerging Concepts, Fast Casual, News, NOMOO