Five-time FIA Formula One World Champion Lewis Hamilton is launching an international vegan burger chain.
The racing driver is collaborating with hospitality organisation The Cream Group and Beyond Meat investor Tommaso Chiabra to launch Neat Burger in London on September 2.
After the first outlet opens just off Regent Street, the team has ambitious plans to expand the concept globally, with 14 franchises scheduled in the next 24 months.
The menu will consist of three, core burgers – ‘The Neat,’ ‘The Cheese’ and ‘The Chick’n’, as well as ‘The Hot Dog.’ Sides include skinny fries, sweet potato fries, and tater tots.
Neat Burger will stock Just Water, the eco-conscious brand launched by Jaden Smith in 2018, Lemonaid sodas, dairy-free soft serve, coconut and soya-based milkshakes, and plant-based alcoholic refreshments in the shape of Toast Ale.
Lewis explained: “I’m very passionate about being kinder to our world and also really respect Neat Burger’s commitment to more ethical practices and supporting small businesses, so this is something I’m also really proud to support.
“But it is also about the product. 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 meat-free 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.”
Added Tommaso Chiabra: 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.”