Lewis Hamilton is taking a break from the race track to help launch the world’s first international plant-based burger chain.
The Formula One superstar has collaborated with hospitality organisation The Cream Group and a number of investors to launch Neat Burger, which will open next week.
The first branch will open just off Regent Street on September 2, and the concept promises to ‘transform the way people see plant-based food’ targeting people no matter their diet – even meat-eaters – who want to eat dishes that are sustainable, healthier and ethical.
Ambitious plans are in place for rapid global expansion, with 14 franchises scheduled in the next 24 months.
Neat Burger will serve unique patties, specially created by their team of chefs in collaboration with Beyond Meat, a plant-based meat alternative, which forms the basis for the burgers.
The menu will consist of three, core burgers – ‘The Neat,’ ‘The Cheese’ and ‘The Chick’n’, as well as ‘The Hot Dog,’ with sides including skinny fries, sweet potato fries and tater tots.
It will also stock Just Water, the eco-conscious brand launched by Jaden Smith in 2018, as well as ethical Lemonaid sodas and dairy-free, soft serve, coconut and soya-based milkshakes and plant-based alcoholic refreshments in the shape of Toast Ale.
Hamilton said that he was very passionate about being kinder to our world, adding that he respected Neat Burger’s commitment to more ethical practices and supporting small businesses.
He said: “As someone who follows a plant-based diet, I believe we need a healthier high street option that tastes amazing but also offers something exciting to those who want to be meatfree every now and again.
“Beyond Meat is an incredible partner and I can’t wait to work with the team to expand Neat Burger internationally.”
Ryan Bishti of The Cream Group said: “Neat Burger aims to change the way we view our eating habits. We’re not preaching or shaming people for eating meat. We’re offering an alternative that tastes as good as, if not better than meat.”
Tommaso Chiabra, an investor who was also an early backer of Beyond Meat, added: “The meat industry is the biggest contributor to greenhouse emissions and its environmental impact is no longer sustainable together with the growth of the population. Neat Burger aims to disrupt the non-sustainable food industry and become a force for good.”