Racing driver Lewis Hamilton has launched a new restaurant chain which he says will “revolutionise the way we view meat-free food”.
Neat Burger will serve exclusively plant-based food and has “a commitment to ethical practices and being kinder to our world”, according to Hamilton.
The first restaurant opened on London’s Princes Street on 2 September with a further 13 restaurants set to open across the UK and worldwide.
“Our burgers taste incredible, provide a healthier high street alternative and will win the hearts of meat eaters, vegans and everybody in between,” said Hamilton in a tweet.
Neat Burger’s chefs have worked with plant-based food manufacturers Beyond Meat to develop its menu, which will be based around plant-based burgers, hot dogs, skinny fries and sweet potato fries.
Neat Burger is part of the The Cream Group, founded by the hospitality entrepreneur Ryan Bish, and backed by Beyond Meat investor Tommaso Chiabra. Bish 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.”
On its website, The Cream Group says Neat Burger has been developed “to exploit a major vegan-sized hole in a saturated fast-food market, whilst also grappling with the major environmental issues of our time”.
Five-time Formula 1 world champion Hamilton, himself a vegan, has spoken previously about the impact of meat consumption on the environment.