Five-time FIA Formula One World Champion, Lewis Hamilton is collaborating with hospitality organisation The Cream Group and investors including UNICEF Ambassador and early backer of Beyond Meat, Tommaso Chiabra, to “revolutionise fast food” with the new launch concept “Neat Burger”, the first plant-based sustainable burger chain of its kind.
Opening its first site on September 2nd, Neat Burger promises to transform the way people see plant-based food by appealing to not only those who follow plant-based diets, but any individuals who want to eat meat-free dishes that are more sustainable and ethical, at the same time as delicious and healthy. With its first outlet opening just off Regent Street in London, the team has ambitious plans to expand the concept globally with 14 franchises planned in the next 24 months.
Neat Burger will serve patties specially created by their team of chefs in collaboration with Beyond Meat. 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.
Tommaso Chiabra says: “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.”
Lewis explains, “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 exiting to those who want to be meat-free every now and again.