Lewis Hamilton is swapping racetracks for restaurants, today announcing plans to launch his own international vegan burger chain.
The F1 star is preparing to open 14 Neat Burger franchises across the world over the next two years, with the first opening just off Regent Street on September 2.
Hamilton, a vegan and PETA’s Person of the Year last year, is partnering with the Cream Group and Beyond Meat’s Tommaso Chiabra for the project.
“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,” 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 exciting to those who want to be meat-free every now and again.”
Guests can expect three main dishes on the menu, called ‘the neat’, ‘the cheese’, and ‘the chick’n’. There will also be a vegan hot dog, skinny fries, sweet potato fries and tater tots. Drink options will include Jaden Smith’s Just Water and the environmentally-friendly Toast Ale.
“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 Cream Group said in a statement.
Hamilton becomes the latest celebrity to open restaurants in London following Usain Bolt’s Caribbean-style Track & Records in Liverpool Street and Mark Wahlberg’s diner Wahlburgers in Covent Garden. Rapper Nas is also heavily involved in Sweet Chick, a chicken and waffle restaurant arriving on Oxford Street in September.
September 2, 4 Princes Street, W1B 2L, neat-burger.com
