West London shoppers, loosen your belts. Honest Burgers  the British burger brand that built a cult following on rosemary chips and properly good beef is opening a brand-new restaurant at Westfield White City , bringing its signature comfort-food chaos to one of the capital’s busiest retail playgrounds.

For the uninitiated, Honest isn’t about towering gimmick burgers or Instagram bait. Since launching in Brixton in 2011, the brand has carved out a loyal fanbase by doing the basics exceptionally well: British beef smashed and seared to juicy perfection, punchy sauces, and chips tossed in rosemary salt that many fans would argue deserve their own fan club. It’s casual, unfussy and consistently satisfying  the kind of place you go when you want a burger that actually tastes like someone cared. Most would say Honest Burger is the most underrated burger.

The White City opening means shoppers now have a proper refuelling stop between retail laps  and the timing couldn’t be better, because Honest is currently serving up one of its most indulgent specials to date.

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Enter the Ultimate Bacon burger, Honest’s standout special of 2025, developed in collaboration with master butcher and curer Blackwell & Co. This isn’t a polite nod to bacon  it’s a full celebration. Think thick-cut smoked streaky bacon layered with double American cheese, chipotle mayo, pickles and crisp lettuce, all tucked into a soft bun. On the side? Shoestring fries dusted in bacon seasoning, because moderation was never really the point.

The best part is you can tailor your indulgence. Go classic with a beef patty, double down with smashed patties, or switch things up with fried chicken. It’s messy, smoky and engineered to satisfy that post-shopping hunger that hits harder than expected.

The Ultimate Bacon burger is a special at West London for diners a limited-time reason to swing by, though the regular Honest lineup is hardly a consolation prize. Expect all the staples that made the brand a household name among London burger obsessives, from the original Honest cheeseburger to rotating specials that keep regulars coming back. Fear not if you cant make it to White City you can still get the Ultimate Bacon burger from your local Honest Burger as well.

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Inside, the vibe stays true to the brand’s roots: relaxed, buzzy and built for lingering over fries with friends rather than rushing back to the escalators. It’s the kind of spot where a “quick bite” has a habit of stretching into a full catch-up session.

For Westfield visitors, this opening adds something genuinely craveable to the shopping centre dining mix. For Honest fans, it’s another convenient outpost to get their fix. Either way, it’s proof that sometimes the best retail therapy ends with bacon dust and a very good burger.

Unit 1072, Westfield Shopping Centre, London W12 7GF

For further information, see here.