If you plan it right, one of the great joys of this restaurant reviewing lark is that no two weeks need be the same. One week you’ll be in the town centre trying out pizza and pasta, the next you’ll be a short walk away immersing yourself in the culture of Hong Kong tea restaurants. And the following week, you’ll find yourself all the way across town – in Tilehurst, no less – checking out a smash burger restaurant that opened towards the end of last year. Three very different restaurants, all in Reading, in three successive weeks: it’s hard to get bored when the range continues to be that eclectic.

It’s one of the many reasons I don’t envy influencers: if I had to eat pizza, burgers, fried chicken and fry-ups week in, week out – let alone film myself doing it – I reckon I’d be dead behind the eyes by Easter. But it makes sense that those genres are the stomping ground of the influencer, because they’re low value (the meals, not the influencers, I should add).

If the influencer is paying, which they sometimes do, a burger or a pizza isn’t a massive outlay. And if the restaurant is handing out free food, which they also sometimes do, it’s not a huge amount to spend trying to get more exposure. Both sides of that equation would probably tell you that everybody wins, or that at least that they both do.

I am lucky that what I do is partly funded through another model altogether, so I have far more freedom to pick and choose, and I’m accountable to the people who support my writing in a different and more interesting way. But I am mindful of my New Year’s Resolution last month to stop taking pot shots at influencers, so all I’ll say is the very best of luck to them with all that.

That’s all relevant this week – forcing me to put my resolution to the test nice and early in the year – because this week I reviewed Blip, the hot new smash burger restaurant from the folks behind Zyka and The Switch, and a lot of content creators got there well before me.

I don’t mean Reading’s usual suspects. I mean well-established content creators with tens of thousands of followers. One chap said that he made a 5 hour trip to Reading from London, despite Blip having a second branch in Croydon, to try what he said was “the first halal smash burger in the whole of Reading” (Reading residents, I hope, haven’t forgotten Smash N Grab quite so quickly). Another, with almost 300,000 Instagram followers, feasted on what looked like the entire menu from, it seemed, the back seat of his car. Some of the people reviewing Blip had also visited the likes of Mr T and new arrival Smoke & Pepper.

By my reckoning, looking through Instagram, roughly a dozen influencers have eaten at Blip’s Reading branch since it opened in October, all of them enthusing about the food. That’s close to one a week. Unfortunately, adherence to the ASA guidelines is so poor – as it’s always been – that it’s impossible to tell how many of them spent their own money at Blip.

That’s especially a shame because it tars them all with the same brush: if a content creator really did travel 5 hours to Reading to drop under £50 of his own money on smash burgers, that commitment deserves to be recognised. If that’s what happened, it’s a pity to lump him in with people who have been less transparent.

Blip’s early success has not necessarily been completely caused by the buzz on Instagram, though. In November, barely a month after they opened, Blip won best burger in the South-East in something called the British Burger Awards. Now, I’m a bit dubious about awards that lack transparency about how they are decided, and the U.K. already has the National Burger Awards which has been running for over a decade.

I’m even more dubious when the awards scheme’s website doesn’t list Blip as a finalist. When I posted about this on Facebook one of Blip’s owners commented saying that the awards were genuine, completely nominated by customers and no money changed hands in order to secure a place on the shortlist.

So, we have a burger restaurant that has won an award and received multiple plaudits online, but because it’s 2026 and food coverage is in a strange post-truth world it’s still not possible to be confident whether Blip is the genuine article or not. So who do you trust? Well, possibly dreary long form restaurant bloggers of over 12 years’ standing, who hop on a number 16 bus on a Sunday afternoon to go and try it out with their own money: it’s old school, but it might just work.

A word you’ll often see mentioned in reviews by content creators but practically never on this blog is ‘viral’. Partly that’s because I don’t chase trends, more that even now, years after 2020, it still feels too soon to use the word viral to denote a Good Thing. That might just be me. But in Blip’s case it is worth talking a little about this, because if it is indeed viral, it’s a virus that has already been through a couple of mutations.

In 2023, London welcomed a viral smash burger spot called Supernova with a limited, no frills menu and simple, stripped back black-on-white branding to match. Supernova was no reservations, with queues for the best part of an hour, because hype will do that. Supernova now has three locations across London, and it spawned London imitators: French smash burger chain Junk opened in Soho the following year with a remarkably similar aesthetic and offering an almost equally pared-back menu: they now have two branches.

Then last year Parisian smash burger specialists Dumbo opened their first branch in Shoreditch, to equal amounts of hype and a renewed appetite for queuing. It’s surprising, in a city that channel hops trends and restaurants like it’s nobody’s business, to find it has the attention span to fall for the same kind of restaurant three years running.

But that’s burgers for you. I have been waiting for the burger trend to die off for something like fifteen years (I remember reviewing newly arrived Five Guys in the first year of this blog and literally thinking enough already) and I am now resigned to the fact that I will give up the ghost before it does.

The reason for that history lesson is that this trend has taken less time to reach Reading than they normally do. Reading has its fair share of burger spots and smash burger spots, but none of them has been anywhere near as brazen as Blip is about cribbing from its elders. The font, the branding, the size and breadth of the menu at Blip are like a mash-up of Supernova and Junk, the style of photography on Blip’s Instagram feed is directly lifted from Dumbo’s. If you were being charitable you’d call it a homage. If you weren’t, you might describe it as larceny.

So that explained the plain monochrome interior, the blacks and whites and silvers. But it felt, as it so often does, like the budget ran out after paying the marketing department; the logo, the menu board, the branding on the cups and the paper lining the trays was spot on, but the basic tables, the Tolix stools and chairs felt like an afterthought.

Never mind: Blip seats something like a dozen people so perhaps they see most of their trade as takeaway and delivery. There was a decent banquette along one wall and that’s where I parked myself. Something was working, anyway, because it was empty when I arrived just before 1pm and full when I left half an hour later.

The other thing that didn’t make sense was Blip’s insistence that you order using a giant touch screen and pay at the counter. I just didn’t understand this given how small a restaurant it was, and it didn’t sound thought through given that the touchscreen asked you to give your table number: the tables, helpfully, aren’t numbered.

All that said, the touchscreens do helpfully walk you through what is, in fairness, a reasonably compact menu. The beef burger comes as classic, house or house special and there isn’t a huge amount to choose between them: classic has gherkins and ketchup, house has Blip’s own signature sauce and costs a pound more. The house special comes with beef bacon and caramelised onions. All the burgers come in small, medium and large which translates to one, two or three patties.

The purity and simplicity of places like Supernova, Junk and Dumbo has been slightly watered down, because there’s also a truffle burger, and a chicken burger, and a couple of hot dogs made with beef sausage. Sides are limited to fries, loaded fries and onion rings.I chose a classic medium with extra crispy onions, standard fries and a cold drink along with a couple of the sauces to enable fry dipping, and the meal deal Blip has, the workings of which were slightly beyond me, meant that came out at £13.45: not much, in the scheme of things. Less than five minutes later, out it came.

So, the burger first. Packed tightly into a paper wrapper, it looked the part, even if it wasn’t the high-rise masterwork you might expect from the pictures on the website: to be fair to Blip, burger-sellers have been posting misleading photos since the year dot. But it was an attractive specimen, patties and cheese crammed into a slightly puckered potato bun, the edges of those burgers nicely crazed and crispy. It felt like it had been designed to be edible, as in feasible to convey into your gob without needing two hands, cutlery or a flip-top head. I was happy about that.

It tasted excellent, more to the point. The beef is apparently dry aged, and the texture of it was a joy – the seasoning, too. I would say that the patties are slender, slightly thicker than very good bacon, but not by much. My research on the burger restaurants which ‘inspired’ Blip suggests that again, this is something they were seeking to emulate rather than the result of cost-cutting. What that does mean is that I showed too much restraint going for a medium: if you’re hungry, you should go large. If you’re normal and not on Mounjaro, you should avoid small.

The classic comes relatively light on accoutrements, but the cheese and the ketchup added what they needed to: my optional crispy onions felt like they’d come out of a plastic tub rather than been made onsite and didn’t feel worth the extra trouble or expense for anyone. The gherkins – I’m 100% on Team Gherkin – were extremely welcome, pleasingly thick-cut.

Now, you might ask why I didn’t go for one of the fancier options. Here’s why: I thought their entry-level burger was the best way to judge the quality of the patties without having them struggle to be heard over the hubbub of house sauce, or truffle mayo. The one exception is that I would have had bacon, if it was on offer. I am as sympathetic to a burger serving halal beef as the next person, probably more so given the occasional comments about halal on my Facebook page from Islamophobes pretending to give a shit about animal welfare. All power to restaurants like Blip for sticking to their guns. But I’ve eaten enough beef bacon to know that it’s no substitute for the real thing: you’d only eat it if you had no other choice.

Similarly, I had my fries unloaded. If the house sauce or the truffle mayo turned out to be bad, paying an extra £1.50 to have your fries drowned in either would feel like a terrible mistake. So instead I had them as they came, with a little steel dish of house sauce and truffle mayo on the side.

Blip’s fries are pretty good, I think: skin on, nicely crispy, perhaps not as salty as they should have been. If Blip makes them onsite, they’ve done a reasonable job of chipping. If they don’t, they’ve done a very respectable job of buying. It was a generous portion for three quid, too: they came completely overspilling from the Blip branded cardboard cup, that wasn’t clumsiness on my part.

Are either of the sauces worth it given that they give you a sachet of Heinz ketchup and mayo – the only two sauces not made onsite – for nothing? I don’t know about that. The house sauce was generically tangy without knocking my socks off, the truffle mayo a little sweet, its funk slightly artificial.

Maybe I should have had the intestinal fortitude to order the homemade naga sauce, so I could tell you that it bangs or what have you, but what I thought those fries really needed was more salt and a carpet bombing of Sarson’s. Someone on Reddit once accused me of being “a cranky old bloke who will downrate a place for boomer reasons”: times like this I think he might have a point.

Oh, and I had a drink of course. A can of diet cola – a brand called Ice X Pro which sounds like it could be the name of a very cheap deodorant or a very expensive four-bladed razor, or indeed anything else. I’ve never had it before, I’ll probably never have it again, it tasted like supermarket own brand coke and I’ve wasted enough words on it already.

The drawback of solo reviews is that I can’t tell you about the onion rings or the chicken burger, and my reluctance to slather a piece of burnt Basque cheesecake with an enormous slick of chocolate sauce means I can’t tell you about the dessert offering.

I’m sure there are videos of people eating some of those dishes, trying to get their microphone as close to their mandibles as possible and telling you all about the ASMR of the crunch. But for what it’s worth, if I came back to Blip I would be tempted to try them. I’d also be tempted to have a triple burger, though, and to share some fries with whoever came with me.

It is an if, because Blip is in Tilehurst and that means that for many people in Reading, trying their burger will involve either making a special journey or experiencing it with the gradual degradation of quality that comes with every single minute on the back of a scooter. One of the things about places like Supernova, Dumbo and Junk is that they are in the heart of Soho where there is loads going on, where that meal forms a small part of a night out or a day in the capital. In that sense, Blip would have made more sense in, say, the spot vacated by Mission Burrito than it does where it is. But then the rent would have been prohibitive, which I doubt it is in RG31.

So if you live in Tilehurst you’re looking increasingly lucky, I reckon. You have great brunch at The Switch, you have a pleasant casual Italian in Vesuvio, you have a wonderful café in the shape of Dee Caf, you have Zyka and Istanbul Mangal which I’m yet to check out. And you have Blip – which, despite copying restaurants which took off in the West End of London, does a thoroughly respectable job of making the western end of Reading a lot more attractive. Give yourself a pat on the back for moving somewhere that increasingly looks only a superb pub away from being one of Reading’s most surprising enclaves.

For the rest of us, it will depend on how much you like burgers. I wouldn’t travel five hours to eat one, even if Blip paid me to do it, but I might hop on the 17 now and again. Is it the best burger in Reading? I’ll leave those pronouncements to others, partly because I went and said that Mac’s Deli‘s patty melt was possibly Reading’s best burger less than a month ago and I feel a little like I let myself down even expressing an opinion. But it’s a decidedly good burger, and if it foreshadows an acceleration in the speed with which food trends make it to our Berkshire backwater I am all for it.

Blip – 7.3
8 Park Lane, Tilehurst, Reading, RG31 5DL

https://www.blipburgers.com

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