Lewis Hamilton launches Neat Burger, an international vegan burger restaurant Britain’s most successful ever Formula One star said he is committed to ethical eating

Formula One superstar Lewis Hamilton is opening a vegan burger restaurant in London, with ambitious plans to open 14 franchises internationally over the next 24 months.

The five-time F1 World Champion is collaborating with hospitality company The Cream Group, and Beyond Meat investor Tommaso Chiabra to launch the first entirely plant-based Neat Burger on Princes Street on 2 September.

“Neat Burger promises to transform the way people see plant-based food by appealing not only to those who follow plant-based diets, but any individuals – meat-eaters included – who want delicious, meat-free dishes that are more sustainable, healthier and ethical,” the brand said.

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Neat Burger said its chefs have worked with LA-based vegan food manufacturers Beyond Meat to develop its menu, which will consist of three core items: “The neat,” “the cheese”, and “the chick’n”. There’ll also be a plant-based hot dog, skinny fries, sweet potato fries, and tater tots.

Hamilton, a vegan who was last year named PETA’s “person of the year”, has long spoken out about the environment and sustainable eating.

“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 said.

“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.”

As well as burgers, 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 drinks such as London’s Toast Ale, which uses excess bread in the brewing process.

Ryan Bishti, from 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.”

Tommaso 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.”

Sophie Michell, who was this year appointed Byron’s food director, has been reshaping the high street chain and has introduced two vegan burgers to its menu. She thinks Hamilton could be on to a winner.

“Plant-based burgers are going to continue to be successful and to grow in popularity,” she said to i.

“His name will help hugely and I’m sure he has great advisers, but he’ll need to have a good product. The burger is iconic, so I’m sure it will do well.

“I think it’s fair game for him to try something like this.”

CAR magazine’s Curtis Moldrich told i that Hamilton has been “forthcoming” about his vegan diet and he is much more than just a racing driver.

“He may be one of the most successful drivers the sport has ever seen, but he’s also built up a huge profile outside the sport,” he said.

“He’s a brand, not just a driver. He’s also been forthcoming about his vegan diet, and the benefits he feels. This will be interesting to try.”

Hamilton’s plant-based burger restaurant will open just months after Wahlburgers, actor Mark Wahlberg’s traditional American diner, which launched its first UK restaurant in Covent Garden in May.