Vegan fast food has seen a huge surge in popularity on the London restaurant scene in recent years, thanks to the likes of Genesis and The Vurger Co. in Shoreditch, as well as By Chloe which has opened a handful of sites across the capital. Now, Lewis Hamilton has decided to get in on the action with the launch of Neat Burger.
The Formula One driver, who has followed a vegan diet since 2017, has invested heavily in Neat Burger, which has plans to become a prominent high-street plant-based burger chain. The company is scheduled to open 14 franchises across Europe, the US and the Middle East over the next two years, each of which will serve a core menu of three vegan burgers and one vegan hot dog, accompanied by sides and drinks.
This debut site is just off Regent Street in Mayfair and the burgers to choose from include The Neat, The Cheese and The Chick'n, while a plant-based hotdog is also available. Sides to accompany your burger or dog include skinny fries, sweet potato fries and tater tots (a deep-fried potato dish that’s a staple side in the US).
The burgers at Neat are all made using Beyond Meat, a meat alternative which doesn’t use soy or gluten, and which is GMO free. In May of 2019, the company’s worth was valued at $3 billion, as the appetite for plant-based meat alternatives grows.
On the drinks menu, you’ll find Just Water, which is an environmentally conscious water brand founded by Will Smith’s actor son Jaden. Guests can also sip on drinks from ethically minded company Lemonaid, as well as a range of dairy-free, coconut and soy-based milkshakes.
Speaking about his decision to invest in the restaurant, Hamilton said: “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 then.”