He Asked Instagram Where to Eat. It led to a 13-Location Burger Brand

Neen Williams, professional skateboarder and co-founder of NADC Burger, never planned to build a restaurant company. An Instagram post asking where to eat in Austin led to a partnership with chef Phillip Frankland Lee and a burger brand that has grown to 13 locations.

Watch now to learn why authenticity beats algorithms, how community creates opportunity and what it takes to build a restaurant brand people believe in.

Sponsored by:

• TOAST AllIn1 Restaurant POS

Chapters:

[01:28] - How an Instagram Post Started NADC Burger

[05:13] - From Backyard Cookouts to Burger Pop-Ups

[09:31] - Why Authenticity Beats the Algorithm

[11:47] - How Fitness Changed Neen Williams' Life

[25:23] - Why Showing Up Still Matters

SPONSORS:

RESTAURANT INFLUENCERS IS PRESENTED BY TOAST —

Restaurant Influencers is brought to you by Toast, the powerful restaurant point of sale and management system that helps restaurants improve operations, increase sales and create a better guest experience.

• Toast AllIn1 Restaurant POS

PEPSICO IS A SPONSOR OF THE RESTAURANT INFLUENCERS PODCAST —

Restaurant Influencers is proud to have PepsiCo as a sponsor of this episode. Partnering with PepsiCo Foodservice helps restaurant operators drive sustainable growth through smarter digital experiences, AI-backed menu optimization, and tools designed to create more profitable online orders.

Check out PepsiCo Foodservice

Episode Links:

Neen Williams

Neen Williams Instagram

Chef Phillip Frankland Lee

NADC Burger

NADC Burger Instagram

NADC Burger Facebook

Key Takeaways:

Community Creates Opportunity: NADC Burger exists because Neen Williams asked his Instagram followers where to eat while visiting Austin. That simple habit led him to chef Phillip Frankland Lee, an unexpected partnership and, ultimately, a 13-location restaurant brand. Staying curious and engaging your community can open doors you never planned for.

Authenticity Builds Stronger Brands: Williams never chased likes, views or viral moments. Whether he's posting about skateboarding, fitness or burgers, he shares what genuinely matters to him. That same authenticity carries into NADC Burger, where he still works the grill, visits restaurants and stays connected to the business he helped build.

Great Partnerships Start With Shared Values: Williams and Lee came from different worlds, professional skateboarding and fine dining, but bonded over a shared obsession with craftsmanship. Their partnership wasn't built around a business plan. It grew from mutual respect, complementary skills and a commitment to creating the kind of burger they wanted to eat.

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ABOUT NEEN WILLIAMS —

Neen Williams is a professional skateboarder, entrepreneur and co-founder of NADC Burger. Alongside chef Phillip Frankland Lee, whose restaurants have earned Michelin stars, Williams helped grow the burger brand from backyard cookouts into a 13-location restaurant company. He also coaches on the Ladder fitness app, where he shares his passion for strength training, nutrition and healthy living.

ABOUT RESTAURANT INFLUENCERS —

Restaurant Influencers is a weekly video podcast series presented by Entrepreneur Media and Cali BBQ Media. Every week host and restaurant owner Shawn Walchef (@shawnpwalchef) talks with business leaders like Shaquille O’Neal, Rob Dyrdek, Emeril Lagasse, Mayim Bialik, Jon Taffer, Robert Irvine, Toast co-founder Aman Narang, and more, about their secrets to Smartphone Storytelling, marketing, branding, and how to show up where customers are engaging online.

Published by Entrepreneur Media

Produced by Cali BBQ Media