Five-time FIA Formula One World Champion Lewis Hamilton is launching Neat Burger, the first international, plant-based burger chain.
The first site opens on Princes Street, just off of London's Regent Street, on September 2nd with a promise to "transform the way people see plant-based food" by appealing not only to those who follow plant-based diets, but meat-eaters wanting to be more sustainable, healthier and ethical.
The menu will comprise three core burgers - ‘The Neat,’ ‘The Cheese’ and ‘The Chick’n’ - with the patties specially created in collaboration with Beyond Meat, a plant-based meat alternative. Also available will be ‘The Hot Dog,’ and sides including skinny fries, sweet potato fries and tater tots.
Neat Burger will stock Just Water, the eco-conscious brand launched by Jaden Smith in 2018, as well as ethical Lemonaid sodas, dairy-free, soft serve, coconut and soya-based milkshakes and plant-based alcoholic refreshments in the shape of Toast Ale.
Lewis is opening the chain along with hospitality organisation The Cream Group and Tommaso Chiabra, an early backer of Beyond Meat. Together they have ambitious plans to expand the concept globally with 14 franchises scheduled in the next 24 months.
Lewis Hamilton comments: “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.”
He adds: “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.”