Brooklyn Beckham Plans U.S. Burger Restaurant Backed by Peltz Family

Brooklyn Beckham is planning to open a burger restaurant in the United States, according to reports, as he seeks to expand his career in the culinary and consumer-goods sectors with financial backing from his wife, Nicola Peltz, and her father, investor Nelson Peltz.

The venture would build on recent branding activity by Beckham, who last month unveiled the identity for "Beck's Buns" and amended trademark applications to include restaurants. Beckham's company, Buster Sauce Inc., is listed as owning the trademark, and sources quoted in British tabloid coverage said the proposed menu will centre on high-quality burgers accompanied by Beckham’s Buster hot sauces.

Beckham has pursued several food- and drink-related projects in recent years. In October he launched a hot sauce brand called Cloud 23, sold at a price point reported as £15 per bottle, featuring two flavours and an associated clothing line. He previously co-founded WESAKE, a Japanese sake brand, and created a Facebook Watch cooking series, "Cookin' With Brooklyn," in 2021.

The planned restaurant is the latest step in what Beckham has described as building a personal brand in the manner of established celebrity lifestyle empires. He is reported to have set up a California company called Peltz Beckham and to be moving to trademark a range of food, drink and clothing items under the Cloud 23 label. Press reports say Peltz family backing will provide capital for launching the restaurant concept in the U.S.

Beckham’s commercial activities extend beyond food. He has worked in photography, publishing a book in 2017, and has taken on endorsement and collaboration deals with consumer brands. Media reports in 2023 estimated his net worth at about £10 million and noted earnings from sponsored social media posts and brand partnerships. Beckham’s Instagram account has more than 16 million followers, a reach that industry analysts say can be a material asset when launching direct-to-consumer hospitality and product lines.

Industry observers say celebrity-backed restaurants and branded food products frequently rely on a combination of personal brand equity, strategic partnerships, and investor support to scale. Beckham’s reported strategy—pairing a dining concept with proprietary condiments and branded merchandise—mirrors approaches used by other celebrity food entrepreneurs seeking multiple revenue streams.

Representatives for Beckham were contacted for comment, and the plans have been reported in multiple outlets citing unnamed sources. Coverage of the proposed restaurant has also appeared amid broader reporting about Beckham’s family relationships, with tabloid stories noting a degree of estrangement from his parents; those personal matters have not been linked by parties to the business plans.

If the restaurant proceeds, it will add to a growing list of ventures in which Beckham has participated and will test the market traction of his food- and lifestyle-branded offerings beyond digital content and packaged products. Market reception, location choices and operational partners will determine the enterprise’s scale and sustainability should the project move from trademark filings and social-media branding into full-service hospitality.