Lewis Hamilton, five-time Formula One world champion, is collaborating with hospitality firm The Cream Group to launch a new international plant-based burger chain.
Hamilton, who follows a plant-based diet himself, is an investor and partner in the new Neat Burger brand. Neat Burger opened its first site in London, just off Regent Street, on 2nd September. Tommaso Chiabra, an early backer of plant-based meat substitute supplier Beyond Meat, is also involved in the project.
The team then plans to expand the concept globally, with 14 franchises scheduled in the next 24 months.
Neat Burger will serve patties created in collaboration with Beyond Meat in its 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.
The restaurant will also stock eco-conscious water brand Just Water, ethical Lemonaid sodas, dairy-free, soft-serve coconut and soya-based milkshakes and plant-based Toast Ale.
Hamilton said: “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.
“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.”
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.”
Chiabra 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.”