A professional skateboarder and strength coach, Neen Williams built his career on repetition, resilience, and discipline. What started as sharing his daily meals and approach to health online eventually evolved into NADC Burger, a focused fast-casual concept built around simplicity, quality, and execution.
Unlike many restaurateurs who expand into CPG after proving a brick-and-mortar model, Williams did the opposite. He launched spice blends first, built audience trust through transparency, and later partnered with Michelin-starred chef Phillip Frankland Lee to bring the burger concept to life. Today, NADC Burger operates 11 locations, expanding deliberately and rooted in personal connection rather than rapid franchising. After my meeting in NYC, I got a chance to stop at their SOHO NYC location, and I spoke with Neen over his signature wagyu cheese burger and a milkshake about his journey in establishing NADC burger, and here are the highlights of our conversation.
1. How did skate culture shape NADC Burger?
Skateboarding taught me that consistency beats hype every time. You do the same thing over and over, take the hits, make small adjustments, and get better. The same goes for health and wellness. That is exactly how we built NADC Burger. We kept the menu tight and focused on doing a few things at a high level because control and repetition are what create quality.
Skate culture also keeps you honest. There is no room for fluff. If something is good, people feel it immediately. If it is not, they let you know. That mindset pushed us to let the food speak for itself. It is not about making a burger something it is not. It is about making the best version of it every single time.
2. You took your love for food from a hobby into a business. Why start with spice blends before opening a restaurant?
When I first got deep into health and fitness, my diet became a big focus. I was cooking at home constantly, posting what I was making, and breaking down ingredients because I cared about what I was putting in my body. That is what pushed me to start with spice blends. It was a natural extension of how I was already living and sharing my life. Those spice blends became the foundation for NADC Burger and are still how we season our cheeseburgers to this day.
When I started my spice company, I implemented what I had learned from skateboarding and representing brands. I marketed my blends through social media, and I still do to this day.
3. What were your major startup costs, and how did you get capital for launching a fast-casual concept like this?
Everything came together pretty organically. We self-funded the early pop-ups. Phillip and I were coming from completely different careers, and at the beginning, we were just making burgers and giving them away for free. People loved them, and that created real word of mouth and momentum without us forcing anything.
A friend who owned a bar with an open kitchen and staff saw what was happening and approached us. He said, you have been giving burgers away for a while, and everyone loves them. Why not set up in my bar, pay some rent, and start selling them? That conversation led directly to the first NADC Burger.
From there, we reinvested everything. Any profit from the first location went straight back into the business, which allowed us to open the second, then the third, and keep building from there. It has been a wild journey, but it has always been very intentional and very hands-on.
4. How did the partnership with Michelin-starred Chef Phillip Frankland Lee come together?
Phillip and I were friends first. We connected over skateboarding and cooking, which turned into hanging out, skating, cooking, and making burgers in the backyard for friends and family. Since our friends really liked the burger, we decided to start something for fun. For almost a year, we popped up at skate parks and comedy shows, handing out free burgers and fine-tuning the recipe until we got it perfect.
Phillip is dedicated to process, consistency, and execution, the same things that matter in skateboarding. He respects simplicity and understands that doing less better is harder than doing more. That alignment is why the partnership works and why NADC is authentic to both of us.
5. Why was Wagyu the right choice for this concept?
The quality of the meat is non-negotiable. Wagyu provides the ideal balance of flavor and fat, adding depth to the burger without unnecessary complexity. Our goal has always been to let the ingredients shine.
When it comes to wellness versus indulgence, flavor is key. We’re not creating a health food burger, but we choose our ingredients and cooking methods carefully. Quality and execution matter.
I believe in moderation with diet. If you’re not treating yourself occasionally, you’re missing out. The best diet is sustainable, and enjoying a treat helps maintain that balance.
6. NADC Burger expanded into 11 locations. When did you know it was time to expand?
We open in cities we have a real connection to and genuinely enjoy spending time in. We started in Austin because that is where Phillip lives and where we started the pop-ups. Chicago made sense because it is where I am from and where I live now. Denver and Las Vegas followed naturally since Phillip and I both spend a lot of time in those cities and have strong relationships there. New York City was always a goal, and something we wanted to do the right way. Nashville fits that same mindset. We both love the city and have deep ties to the music and comedy scenes. Every expansion has to feel personal.
7. How did you use marketing to increase awareness for the business?
For us, it’s always been about letting the food speak for itself rather than chasing hype. Our goal is to create the best burger with perfect ratios and classic flavors, focusing on familiarity, like backyard barbecues and cooking for friends. Execution matters; the cook, quality ingredients, and attention to detail are crucial. I’ve always shared my real-life cooking experiences. This honesty naturally built demand as people saw the care behind the process. Our marketing isn’t about selling an image; it’s about showcasing the work and letting people decide for themselves.
8. Advice for aspiring creators who want to enter the hospitality business?
I am no business guru, so take this with a grain of salt.
First, make sure you believe in what you are doing. If you do not believe in it, how are others going to believe in it?
Avoid going too big on your build-outs. Even if your brand is popular, it may still take time to become profitable. Start small and be smart about it. If you need more room in the future, you can open more locations.
Lastly, test what you have first by doing pop-ups around town, grassroots style, going to farmers markets, and building your name first. Then, when the time is right, open your first location or launch your product.
Tenyse Williams is an award-winning Brand Strategist, an Adjunct Instructional Specialist at Columbia University and George Washington University, and Founder & Chief Communications Officer of Verified Consulting, leading a team of digital marketing professionals amplifying awareness for their clients. Follow her on LinkedIn.
