Has the Middle East in its sights
Formula 1 champion Lewis Hamilton has a new business venture – a plant-based sustainable burger chain called Neat Burger. The first of its kind, Neat Burger opens an outlet in London this week, with another 14 international franchises planned during the next two years.
The target audience is not only those following a plant-based diet but meat-eaters who may be looking for a sustainable, healthier and ethical alternative. There will be three core burgers to begin with – The Neat, The Cheese and The Chick’n, as well as The Hot Dog, which have been created in collaboration with Beyond Meat, a specialist in plant-based food products.
Neat Burger will also stock skinny fries, sweet potato fries and tater tots. For drinks, it will have Just Water, the eco-conscious brand launched by Jaden Smith in 2018, ethical Lemonaid sodas and dairy-free, soft-serve, coconut- and soya-based milkshakes.
Of course, this is not just Lewis Hamilton acting alone – hospitality organisation The Cream Group and entrepreneur Tommaso Chiabra are also involved. On launching Neat Burger in the Middle East, Chiabra said, “Our future plans include expanding into the Middle East market, and we’re already in advanced talks with leading regional operators.”