Brothers Tim and Luke Burrows turned their passion into reality, launching the plant-based burger chain Wise Boys.
It’s not every day that a corporate lawyer and a mechanical engineer pivot entirely to launch a plant-based food business with no prior experience in the industry, but that’s exactly what brothers Tim and Luke Burrows did with Wise Boys.
After moving to Auckland for high school, the brothers pursued degrees at the University of Auckland. Tim graduated with a Bachelor of Engineering (Hons), while Luke completed a conjoint Bachelor of Commerce and Laws. After gaining industry experience – Tim in engineering and Luke in law – they decided to take the leap and open a plant-based food truck.
The decision stemmed from a shared commitment to environmental sustainability and a personal move away from meat and dairy. At the time, they noticed a lack of indulgent, flavour-packed vegan options in the market and were determined to fill that gap. Burgers became the focus of their menu: handcrafted patties made from wholefood ingredients, designed to deliver the satisfying umami, juiciness and bite of a traditional burger, without imitating meat.
Tim drew on his entrepreneurial background to build a food truck from recycled materials, while Luke supported the venture outside his full-time role as a lawyer. Their food truck quickly gained attention, especially after their first Vegan Food Fair in 2016, where the overwhelming response confirmed the business’s potential.
By 2019, Wise Boys had expanded to a permanent store in Grey Lynn, built by the brothers and their friends over an intense three-week period. Today, the brand has grown to include a second eatery in Commercial Bay, a range of sauces and patties stocked in over 300 stores nationwide, and numerous industry accolades. Their success even caught the attention of celebrity couple Kourtney Kardashian and Travis Barker, who visited the restaurant in 2024 and shared their experience on Instagram.
Luke continues to lead Wise Boys as managing director, focusing on culture, creativity and strategy as the business grows. Tim has partially stepped back, returning to engineering with Auckland consultancy firm Dobbie, while remaining closely connected to the venture they built together.
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