Formula 1 world champion, Briton Lewis Hamilton has opened his first restaurant, vegan burger joint Neat Burger in London's Mayfair area reconfirming his commitment to clean eating. The venue is the first in big plans to launch an international chain of 14 franchise locations over the next two-years.
Hamilton, often vocal about his vegan habits and how it benefits his life as a racing driver, features in a much anticipated new film on vegan eating for athletic benefit, The Game Changers which debuts on 16th September. He launches Neat Burger in collaboration with hospitality company The Cream Group, and Beyond Meat investor Tommaso Chiabra, opening on Princes Street at the start of September.
"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 brand said.
The five-time world champion added: "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.
"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."
Hamilton's plant-based burger restaurant follows actor Mark Wahlberg's restaurant debut in the UK, Wahlburgers which launched in Covent Garden this May. Another athlete taking to the food industry is Usain Bolt who opened his Track and Records restaurant in London last October.
Find out more about Neat Burger over on its website. We also recently covered the Beyond Meat concept in our Healthwatching Half Year's Trends report - have a read.