Neo Nice Burger (Omotesando) | A buzzworthy new burger brand created by the chef behind "I'm donut?"

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Neo Nice Burger Omotesando

People are increasingly asking, “Where’s the best place for burgers in Omotesando?” Neo Nice Burger has made a bold entrance right in the heart of the action. Launched by the chef behind the popular donut brand I’m donut?, this new venture has been trending on social media since the day it opened.

The stylish exterior, featuring a white façade and a vivid blue logo, perfectly complements the streetscape of Omotesando. The first floor houses a takeout counter, while the second floor features the main café space and a large open kitchen.

A new burger experience from the chef at I'm donut ?

Neo Nice Burger was created by the mastermind behind " I'm donut ?," the Fukuoka-based donut brand that took the world by storm. Guided by the concept of "no compromises on buns or patties," the buns are baked fresh in-house every day. This restaurant is dedicated to the essence of the hamburger: the bread and the meat.

The staircase leading from the entrance to the second floor features an art wall where a blue ribbon-shaped logo stretches across the entire wall. It’s a photo spot you simply can’t resist snapping a picture of.

The meticulous craftsmanship on display in the open kitchen

As soon as you step onto the second floor, you’ll be greeted by the impressive open kitchen. Under the FRY&GRILL sign, staff bake bread and grill patties—every step of the process is visible. The professional kitchen, lined with commercial convection ovens, is enough to get you excited.

Place your order at the self-service touchscreen kiosk. It supports Japanese, Chinese, and English, making it easy for international visitors. Payment is cashless only (Rakuten Pay is not accepted). Drinks are self-service, so you can grab one whenever you like.

I tried the Neo Hamburger Set for ¥950

The menu features sets ranging from ¥950 to ¥1,380, and there’s also a wide selection of individual burgers. This time, I chose the simplest and most affordable option: the Neo Hamburger Set (¥950). It’s the classic set combination of a hamburger, fries, and a drink.

The buns are surprisingly moist and soft. Generously sprinkled with white and black sesame seeds on the surface, they strike a perfect balance between stylish appearance and a toasty aroma. The moment you take a bite, the sweetness of the bun spreads through your mouth, making you think, “Ah, these are the real deal.”

The patty is 100% beef with a substantial, meaty texture. It’s thick, and with every bite, the rich flavor comes through. The ketchup-based sauce adds a nice accent, and despite its simple composition, it’s incredibly satisfying. It was a burger that truly embodied the motto “simple is best.”

The thick-cut fries make a bold statement. The outside is fried to a satisfying crisp, while the inside is fluffy and tender. The saltiness is perfectly balanced, and I couldn’t stop alternating between a bite of fries and a sip of my drink. The fries alone are a standout dish.

The No. 1 bestseller is the Neo Nice Cheese Burger (¥690)

The Neo Nice Cheese Burger Set (¥1,190) was highlighted with a “No. 1” badge on the kiosk menu screen. The cheese burger alone is ¥690, and this hearty version adds melted cheese. If it’s your first visit, I highly recommend trying this first.

Next time I want to try! Junkie Cheese Dip (¥200)

The menu also featured the Junkie Cheese Dip (¥200). Available in three flavors—Genovese, Spicy Arrabbiata, and Mushroom—it adds even more variety to the taste when paired with fries. I didn’t get to try it this time, but I’ve made up my mind: I’m definitely ordering it next time!

The view from the terrace seating is lovely.

The second floor features a terrace. Biting into a burger while taking in the view of Omotesando is an absolute treat. On a nice day, I highly recommend eating outside. There are plenty of seats where you can sit comfortably even if you’re alone, making it perfect for a solo lunch.