The five-time Formula One World Champion and vegan advocate partnered with hospitality organization The Cream Group and investors including UNICEF Ambassador and Tommaso Chiabra to create Neat Burger.
The eatery, located just off Regent Street in central London, gave away free burgers from plant-based startup Beyond Meat – who Hamilton described as an ‘incredible partner’.
Neat Burger announced on Instagram it had run out of meatless patties ‘due to high demand’, adding: “Don’t worry, there’s a lot more where that came from, see you all tomorrow!”
‘Kinder to our world’
“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,” the vegan athlete said in a statement.
“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.”
The team at Neat Burger plans to ‘expand the concept globally with 14 franchises planned in the next 24 months’.