The five-time Formula One World Champion has partnered with hospitality organization The Cream Group and investors including UNICEF Ambassador and Tommaso Chiabra to create Neat Burger.
The first site, just off Regent Street in central London, will open on September 2. The team plans to ‘expand the concept globally with 14 franchises planned in the next 24 months’.
Neat Burger will be aimed at those on plant-based diets, as well as meat-eaters looking to switch to more sustainable options, according to its founders.
The menu will feature 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.
Also on offer will be Jaden Smith’s Just Water brand, as well as Lemonaid sodas and dairy-free, soft serve, coconut and soy-based milkshakes.
“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,” Lewis Hamilton 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 exiting 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.”
‘Better than meat’
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.”
Investor Tommaso Chiabra said: “The meat industry is the biggest contributor to greenhouse emissions, and its environmental impact is no longer sustainable together with the growth of population. Neat Burger aims to disrupt the non-sustainable food industry and become a force for good.”