Jerrell Obee

In 2021, Jerrell’s Betr Burger opened up in the heart of SOHO in the midst of a global pandemic. One year later, this late-night black-owned vegan burger spot has served thousands of burgers, fries and shakes, and has built an audience of loyal customers including prominent social media influencers, celebrities and vegan aficionados. Just over one year later, Jerrell is expanding his concept to the streets of Hoboken, introducing late night vegan eats to a hip neighborhood craving something new and BETR.

As a product of the early 80’s, a Black man, a Puerto-Rican woman and Queens, New York, Jerrell is considered a hometown hero to his community, though he avoids the classic bodega bacon, egg and cheese. Not because he doesn’t enjoy the savory, gooey sandwich, but because he has recently embraced the power of plants.

 The tremendous world of veganism is new to him, though he’s always been curious about the lifestyle. However, at times he would feel intimidated by the perceived elitism and exclusivity of the vegan culture broadcasted in Hollywood and across social media. So as a serial-entrepreneur, Jerrell created Jerrell’s BETR BRGR to make eating plants a little more approachable. Everybody is welcomed at Jerrell’s, from the life-long vegans to those just looking to eat a little less meat.