Jordan Bailey expands Heard with new burger restaurant in Soho

Heard, the elevated burger concept from chef Jordan Bailey, who previously held two michelin stars, is set to open a new site in Soho.

What began as a humble food truck has quickly become one of London’s most exciting new burger destinations. Now, Heard is entering its next chapter, with the Soho opening promising an evolved menu and expanded concept, along with the debut of 'The Soho Burger', the brand’s first non-smash burger.

Jordan's Obsession with Flavour

He began his culinary career in the UK before relocating to Scandinavia, where he joined the groundbreaking three-Michelin-starred Maaemo in Oslo.

A chef renowned for his work at his own critically acclaimed two-star restaurant Aimsir in Ireland, Jordan brings fine-dining sensibility to casual dining. At Heard, he applies the same attention to detail, precision, and ingredient integrity that made his name in the world of haute cuisine - to the humble burger.

Since Heard’s Borough launch in March 2025, its signature double patty smash burgers, made from aged British beef, topped with English cheese, house pickles, and served in a butter-toasted, roast potato bun, have quickly earned cult status among locals and visitors alike.

Exceptional Ingredients, Stripped-Back Execution

Heard is built on a simple yet uncompromising philosophy: great flavour starts with great produce. Working in close partnership with leading UK farmers and producers. Bailey champions British ingredients selected for their provenance, seasonality, and character.

The menu is deliberately pared back, favouring restraint over over-complication. Each element is crafted to let the core ingredients speak for themselves - elevating burgers from comfort food to something extraordinary.

True to its elevated ambitions, Heard continues to reimagine what a burger restaurant can be. The drinks list - curated by Jordan’s wife and acclaimed sommelier Majken Bech-Bailey - features an innovative selection of low-intervention wines and pairings from small-scale independent producers. 

Each burger and side at Heard comes with a carefully considered wine pairing, including Majken’s own non-alcoholic BÆK wine, as well as craft beers from Forest Road Brewery and a small collection of signature cocktails.

written by abi kinsella