SoBe Burger welcomed friends and family to its new restaurant in Wood Street, Old Town, on Tuesday evening ahead of the official launch on Thursday 30th July.
The Miami-inspired smash burger chain has opened at 29C Wood Street and aims to bring the atmosphere of South Beach to Swindon.
To celebrate the opening, the first 100 customers through the doors from 4pm on Thursday will receive a free burger while stocks last.
A live DJ will perform throughout the launch event and customers will also have the chance to spin a prize wheel offering discounts and giveaways.
The celebrations will continue after opening day, with 50% off the full dine-in menu until the restaurant closes on 2nd August.
SoBe Burger was founded in London in 2019 and has since grown to 18 restaurants across the UK, alongside more than 220 delivery kitchens.
Property expert and local business owner Ash Zuberi who attended the soft launch said:
oh, what has Old Town done, it’s gone and got itself a dangerously good smash burger place. Something that I have dreamt about and wanted to do myself and now my dreams have been answered. Im excited and worried (for all the right reasons) as the food was soooooo good on a serious note this was a needed addition to swindon especially old town, it’s new and refreshing. I’m glad I’ve tried it, or I’d be in the free burger queue tomorrow!”
The business was launched after founders Tom and Alex visited Miami and decided to recreate the city’s smash burger scene in Britain. Now Franchisee Sam Chopra is taking the reigns for the Swindon store.
Visitor to the friends and family night Daria said:
“The burger place was really amazing! The burgers were very tasty, and I would love to eat there again”
The brand recently received national recognition after its Double Bacon Black Garlic burger reached the finals of the National Burger Awards.
The burger features double smashed beef patties, melted cheese, black coffee bacon jam, crispy bacon, black garlic mayonnaise, pickled onion, crispy onions and chives.
One visitor Mya Petryk said: “I will definitely come back for OG Chicken!”
Other items on the menu include the Confit Garlic Cheeseburger and the OG Chicken Burger, alongside loaded fries, house-made sauces and a range of sides.
Pavlo, who was there on his birthday said,
“We’ve never had burgers quite like these before. The juiciness was insane and left us wanting to come back!”
Customers will also be able to order through Deliveroo, Uber Eats and Just Eat.
SoBe Burger Swindon will open daily from 11am until 10pm, with the official opening beginning at 4pm on Thursday 30th July 2026.
