Why We’ve Been Anti-Beetroot Since 2017

If you’ve ever visited our store and spotted the glowing Anti-Beetroot Since 2017 neon sign, you might’ve found yourself wondering—why the beetroot beef?

Over the years, plenty of folks have asked why we “hate” beetroot. Hate is a strong word—and truthfully, it’s not that we despise the root vegetable. In fact, we even use beetroot hummus on our vegan burger. So, what gives?

It all began as a point of difference.

When we opened our doors in July 2017, our goal was clear: offer something different from the many takeaway joints in Cessnock. Most were serving the classic Aussie Works burger—bread roll, tinned beetroot, pineapple, egg, and the usual suspects.

We wanted none of that. Instead, we set out to bring American-style diner burgers to town—freshly minced patties made daily, house-made sauces, and premium ingredients across the board.

So where did the “anti-beetroot” thing come from?

Simple: we didn’t serve it. And in a town where the Works burger reigns supreme, this was big. The online trolls came in strong. People called us “un-Australian,” “a disgrace,” and said we “wouldn’t last in Cessnock.” Some even slid into our DMs with hate.

It stung, sure—but we stood our ground and doubled down on what we believed in.

Truth is, we gave beetroot a chance—once. For three whole days, we stocked it, promoted it, and offered it as an add-on. We sold three burgers. That was all we needed to know. Our customers didn’t want canned beetroot—they wanted quality.

So that neon sign in our shop? It’s not about hate—it’s about pride. A little tongue-in-cheek, a lot about sticking to our roots (pun intended). And one thing’s for sure:

We’ll never serve tinned beetroot. Ever.