Neat no more: Hamilton’s vegan burger chain crashes out

Lewis Hamilton is used to battling it out on the track, but lately, it seems the universe is throwing curveballs his way both on and off the tarmac.

The latest blow? His pet project, Neat Burger – the much-hyped vegan burger chain backed by both Hamilton and Hollywood A-lister Leonardo DiCaprio – has officially thrown in the napkin.

According to The Sun, the plant-based eatery, which promised “100 percent plant-based meals,” has shuttered all its remaining UK locations after six years, leaving a trail of financial woes and approximately 150 employees out of work.

“We have no further comment at this time, other than to confirm that the business has taken the difficult decision to close its UK restaurants,” a Neat Burger spokesperson confirmed.

Launched in 2019 with lofty ambitions to revolutionize the high street food scene, Neat Burger aimed to bring tasty, 100% plant-based meals to the masses. And while the mission was noble, the finances told a different story.

The company lost a staggering £7.9 million in 2022 – a painful bump from the £4.7 million it lost the year before. The dream started to unravel when several London locations, and even its lone outpost in New York City, shut their doors amid the losses.

No Podiums and No More Plant Patties

For Hamilton, a committed vegan since 2017 and an outspoken advocate for healthier, environmentally-friendly food options, Neat Burger was more than just a side hustle.

“Our burgers taste incredible,” he said at the launch in 2019, brimming with optimism. “They will win the hearts of meat eaters, vegans and everybody in between.” Well, maybe not everybody.

It’s fair to say that the timing of Neat Burger’s demise couldn’t be worse. On the racing front, Hamilton’s had his fair share of frustrations lately, most recently finishing a disappointing P7 at the Saudi Arabian Grand Prix – a race where his Ferrari teammate Charles Leclerc nabbed a podium spot.

Hamilton, clearly flummoxed, lamented that he needed “a brain transplant” to get to grips with his new car. Not exactly the kind of comment that inspires confidence heading into the rest of the season.

• Read also: Defiant Vasseur slams ‘bullshit’ claims on Hamilton’s struggles

And now, to add insult to on-track injury, his veggie burger empire has crumbled like an overcooked lentil patty.

The irony? For a man who made a career out of speeding ahead of the pack, it seems he just can’t catch a break – either in horsepower or plant power.

Still, Hamilton remains a pioneer in many ways – just maybe not in the fast-food business.

Perhaps it’s time to shift gears and focus on what he does best: making the impossible look easy, one corner at a time. With or without a side order of fries.

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