Honest Burgers: 'Holy cow, that's a good burger' Honestly, how is the burger industry doing it? The American junk food trend, which blossomed in late 2012, has exploded in 2013 and is simply showing no signs of slowing down. Shake Shack, Five Guys, MEATliquor, Patty & Bun, Rotary Bar & Diner - burger joints are everywhere. But even with this multitude of meat our carnivorous stomachs have not been quelled, and though the fat is saturated, the market isn't. A week ago, yet another beef bar - Honest Burger - launched. Well, its fourth restaurant launched. Opening on Portobello Road, Philip Eeles and Tom Barton's 2011 burger brainchild is now officially a chain, and has already claimed Richard Curtis and David Walliams as customers. Bigger than its sisters in Brixton, Soho and Camden, the Portobello branch, which sits 48, is undoubtedly the jewel in their culinary crown. Sadly there were no celebrities in situ when I attended one night this week, but what wasn't there in fame was there in flavour. Spectacularly pickled gherkins, crunchy bacon, rich melted cheese and patties oozing with beefy goodness, all accompanied with a side of rosemary-salted fries, it was "honestly" the best burger I've had all year. Potato, Patato, I hear you say. A burger's a burger. Well, that's what I thought too, but the difference with Honest Burger is the quality of meat. It may look like a regular slab of junk food, complete with token Stars and Stripes Flag poking out of the top, but this bad boy is anything but re-constituted junk. The restaurant uses rare breed aged beef sourced from the cream of the bovine crop, Ginger Pig Farm, and you can tell. Holy cow, it's good. Rumour has it the celebrities will be back this Sunday (October 13) for the restaurant's "Honest Day" (where customers will be invited to pay what they think their meal is worth and all proceeds will be donated to the Prince's Trust charity), so whether you want to gawp in Notting Hill at the director of Notting Hill, be charitable, or tuck into a brilliant burger, there's worse places you could go to recover from the excesses of your Saturday night. The new Honest Burgers restaurant is at 189 Portobello Road, London W11 2ED