Lewis Hamilton is collaborating with UNICEF ambassador and early backer of Beyond Meat, Tommaso Chiabra to launch a new type of burger franchise.
Called Neat Burger, the outfit aims to be the first restaurant chain to offer a plant based menu, as well as offering other animal free products.
This is what Lewis had to say about his new initiative: "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."
When and where?
The company is planning to open its first site on September 2nd, just off Regent Street in Mayfair, London. The Neat Burger franchise could spread elsewhere as Hamilton has expressed plans to expand the concept into 14 franchises globally within the next two years.
What's on the menu?
The full menu hasn't been fully confirmed yet but the star of the menu is a burger called 'The Neat' along with others with names such as ‘The Cheese’, ‘The Chick’n’ and ‘The Hot Dog. Sides include skinny fries, sweet potatoes fries and tater tots. Have we got your mouth watering yet?
To quench your thirst, there isn't any podium champagne but there are drinks such as Just Water (an eco-friendly brand launched by Jaden Smith) as well as ethical Lemonade sodas, dairy-free soft serve, coconut and soya-based milkshakes and plant-based Toast Ale.
A preview of the confirmed menu
As you can see in the photo above, the food looks very tasty. The restaurant chain aspires to revolutionise the meat free burger scen, appealing to not only those who follow plant-based diets, but any individuals, meat-eaters included, who want to eat delicious meat-free dishes that are more sustainable, healthier and ethical. With Hamilton's name attached, the chain is likely to have huge interest from the growing plant based culture developing in London.
A sneak preview of what the London based restaurant will look like
If you want to learn more about Neat Burger click here to visit their website or follow them on Twitter here