Who is Matthew Morton? Meet Sofia Richie’s rumored new boyfriend

Sofia Richie has a rumored new boyfriend following her split from Scott Disick.
The 22-year-old model was spotted grabbing dinner at Nobu with Cha Cha Matcha co-founder Matthew Morton, 27, on Saturday night.
Page Six is spilling the tea on everything you need to know about Richie’s new beau.

1. He made tea trendy

Morton co-founded Cha Cha Matcha to provide Americans with an alternative to drinking coffee. The CEO first tried matcha in Japan and quickly recognized its benefits. That’s when he decided to bring matcha to the States.
“There was no community around the product and there was a stigma around tea versus coffee. Somehow coffee had become this cool trendy thing, but just tea wasn’t,” Morton told Toosly in February. “We wanted to change that stigma by building a fun community around a product that promotes mindfulness, mental clarity, focus and wellness. That’s when the idea to open up a store came about.”

He continued, “We thought that if we opened up a store it could be a hub where we could get data from customers, get people excited about the product and then create products that we would scale and sell throughout the world.”

2. He comes from a family of businessmen

Morton isn’t the only person in his family to start a successful business. The tea tycoon is the brother of late restaurateur Harry Morton, known for founding the Pink Taco chain.
He is also the son of Peter Morton, who co-founded the Hard Rock Café in the ’70s. The restaurant chain can be found all over the world, including New York City, Toronto, LA, Paris, London and Berlin.
And it doesn’t end there. His grandfather, Arnie Morton, founded Morton’s The Steakhouse.

3. He loves the Big Apple

Morton may currently reside in Los Angeles, but he’s a New York City guy at heart.
He attended New York University’s Stern School of Business from 2011-2015 and got his degree in business while minoring in art history.
“When I graduated from college I was planning to go to University of Southern California (USC) starting in the spring, but I had also been accepted to NYU starting in the fall,” he told Toolsy. “I decided to check New York out for a few months, and the second day I was there I knew I wanted to stay. I ended up staying in New York for all 4 years of college and studied Business Management with a minor in Art History.”

4. He likes his privacy

Despite being a public figure, Morton does not live in the spotlight.
Unlike his rumored girlfriend, he keeps his life private and even set his Instagram account to private.

5. He isn’t without his own controversies

Over the summer Morton and his Cha Cha Matcha co-founder came under fire for the way they allegedly treated their staffers.
He and Conrad Sandelman were accused of screening employees’ appearances during job interviews and allegedly declined to pay employees for their final two weeks of employment amid the COVID-19 pandemic. They also appeared in photos that staffers called offensive and culturally appropriative, according to Eater.

“As white owners of a business that employs and serves many people of color, there is no more standing on the sidelines,” Morton and Sandelman said in a statement at the time. “As a company, we have a lot to learn.”