Neat Burger, the vegan restaurant chain co-founded by seven-time world champion Lewis Hamilton, has officially entered voluntary liquidation as of late April 2024. The business has faced several years of financial losses, culminating in this closure despite initial expansion to multiple cities including London, Milan, and New York. The recent move highlights ongoing difficulties in sustaining the brand in an increasingly competitive market.
Expansion and Decline of the Vegan Chain
Since its launch in 2019, Neat Burger grew to eight locations at its peak, attracting attention for its plant-based offerings. However, financial problems became apparent in 2023, with significant losses reported by the brand. Attempts to stabilize the business included closing the New York branch last summer and shuttering more than half of the London outlets over the past two years. Earlier in 2024, the final two London locations were also announced to close, resulting in the loss of over 100 jobs.
High-Profile Backers and Substantial Losses
The venture attracted investment from notable figures such as Leonardo DiCaprio, indicating strong celebrity support. Nonetheless, the company posted losses totaling £7.86 million in 2022, the last year for which public financial data is available. This underlines the challenges faced by Neat Burger in achieving profitability despite its high-profile endorsements and initial success.
Lewis Hamilton’s Commitment to Plant-Based Lifestyle and Business Ventures
Lewis Hamilton adopted a plant-based diet in 2017 and carried this lifestyle commitment into his business efforts, with Neat Burger reflecting his desire to offer healthier food options. Alongside the restaurant chain, Hamilton supports multiple brands and charitable causes, some funded through his racing contracts, including his Ferrari deal. Though his F1 career continues until the 2026 season, speculation about retirement grows amid recent disappointing performances and critical commentary from former drivers like Ralf Schumacher and Damon Hill.
Future Outlook for Hamilton and His Business Interests
As Neat Burger ceases operations, Hamilton’s broader portfolio and brand presence may offer alternative opportunities after his racing career. He has been actively promoting various ventures through social media, positioning himself for transitions beyond Formula 1. The closure of Neat Burger marks a significant setback but does not diminish Hamilton’s ongoing influence within the vegan and athletic communities.
“The brand’s New York branch shut down last summer to try and counteract some of the losses, while more than half of its London stores have closed in the last two years.”
—GPFans
“Then, earlier this year, Neat Burger confirmed in an official statement to GPFans that they were going to shut their final two London stores, affecting over 100 jobs.”
—GPFans
“Hamilton himself adopted a plant-based diet back in 2017, and his beloved dog Roscoe is also on a vegan diet.”
—GPFans
“The seven-time world champion opened the vegan fast food chain back in 2019, stating that a ‘healthier high street’ option was needed, but that six years has been plagued by financial difficulties, despite the brand’s restaurants receiving much acclaim.”
—GPFans
“The 40-year-old’s current contract doesn’t expire until the end of the 2026 season, but his poor performances and downbeat interviews have led to some commentators calling on him to consider an early retirement, namely Ralf Schumacher and Damon Hill.”
—GPFans