Five-time FIA Formula One World Champion Lewis Hamilton, has partnered with hospitality organisation The Cream Group and investors including early backer of Beyond Meat, Tommaso Chiabra, to launch a new plant-based burger chain – Neat Burger.
Opening its first site on 2 September, Neat Burger promises to “transform the way people see plant-based food”. Its first outlet will open just off Regent Street, and the team has ambitious plans to expand the concept globally with 14 franchises scheduled in the next 24 months.
Neat Burger will serve 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.
Neat Burger will stock Just Water, the eco-conscious brand launched by Jaden Smith in 2018, as well as ‘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: “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, added: “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.”