Lewis Hamilton launches vegan burger franchise

International Formula One icon and PETA’s 2018 Person of the Year, Lewis Hamilton, has dipped his toes into the food franchising race with the announcement of his upcoming vegan burger franchise, Neat Burger

With an initial location opening on September 2, close to Regent Street, London, the franchise has plans to expand with 14 units across Europe, the U.S, and the Middle East over the next two years.

“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 about his upcoming venture. “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.”

Hamilton is launching the vegan burger franchise in partnership with hospitality company The Cream Group, and Beyond Meat investor Tommaso Chiabra. “The meat industry is the biggest contributor to greenhouse emissions and its environmental impact is no longer sustainable,” said Chiabra. “Neat Burger aims to disrupt the non-sustainable food industry and become a force for good.”

Neat Burger will launch next month, and will also stock Jaden Smith’s environmentally-friendly Just Water, which was introduced to the U.K. in 2015.