Neat Burger, the vegan eatery championed by Lewis Hamilton and Leonardo DiCaprio, has closed following significant financial setbacks. After six years, the restaurant chain has shut its doors, a decision rooted in its struggle with over $10 million in accumulated losses. This unexpected closure has resulted not only in the loss of a unique dining option but also left 150 employees jobless.
The concept of Neat Burger was based on providing “100 percent plant-based meals,” appealing to a growing market of health-conscious and environmentally-minded consumers. However, despite backing from prominent figures like Hamilton, a committed vegan since 2017, and DiCaprio, who promotes a flexible vegetarian diet, the business could not withstand the fiscal challenges. In 2022 alone, Neat Burger reported losses of £7.9 million, a significant increase from the previous year’s deficit.
Initially, Neat Burger attempted to weather the storm by closing several locations, including those in London and New York, focusing energies on their more successful establishments. “Sometimes taking a step back is necessary to make a bigger leap forward,” the company remarked optimistically. Yet, despite such strategies, the company confirmed the complete shutdown of its UK operations, leaving only two operational branches by 2025, both of which have now ceased operations. The difficult decision to close permanently highlights the intense competition and challenges faced in the vegan fast-food industry.
Hamilton, often advocating for healthy and sustainable food choices, expressed during the brand’s 2019 launch that a need existed for exciting, healthy food options on the mainstream market. DiCaprio, known for his environmental advocacy, supported this vision, aiming to reduce carbon footprints through dietary changes. However, the closure of Neat Burger underscores the harsh realities businesses can face, even with noble intentions.
For Hamilton, this downfall adds to a somewhat challenging period. Recently finishing in seventh place at the Saudi Arabian Grand Prix, his struggles on the track coincide with those in his business ventures, proving to be a testing time for the revered driver. The impact of Neat Burger’s closure raises questions about the future of vegan fast food and the broader industry seeking to merge ethics with profitability.
