Lewis Hamilton‘s co-founded Neat Burger chain has suffered a significant blow as the chain decided to close all eight UK outlets following substantial financial losses. Despite being an innovative attempt at promoting veganism, the venture struggled in recent years, forcing Hamilton, along with co-founder Leonardo DiCaprio and investor Thibaut Courtois, to scale back operations significantly. The only remaining outlet now stands in Milan, marking a significant obstacle for Hamilton’s ambitious plans.
Neat Burger, launched in 2019 with much fanfare, initially saw a promising start. “I think it will be a game-changer. I jumped at the opportunity to be a part of it,” Hamilton expressed at the time. However, with over $10 million in losses incurred in 2022 alone, the company’s financial woes were insurmountable. The news of these closures raises concern, particularly for the approximately 150 employees who may now face job losses, a development that neither Hamilton, DiCaprio, Courtois, nor the wider Neat Burger team hoped for.
The decision to close the UK outlets has sparked a flurry of reactions online. Fans of both Lewis Hamilton and Neat Burger took to social media platforms to express their disappointment. “I really liked it, the food was good, what a shame,” commented a dismayed fan on X (formerly known as Twitter). Others offered insights into what might have gone wrong for the once-popular burger chain.
One user observed, “Tbf, veggies are the target audience: they’re aiming at carnivores, but unless you get into restaurants like Beyond Burger has, I think it’s too niche to sustain.” This sentiment highlights the challenge of appealing to a broader market predominantly accustomed to traditional burgers. Another user shared their perspective, stating, “The problem with products like Neat & Beyond Burgers is that for people who have been veggie/vegan for a long time (e.g., me), they taste TOO meaty. I know they’re aiming to offer alternatives to the majority, but they’re not so yummy for those who are already sold on the idea!”
These remarks suggest that Neat Burger’s struggle may stem from its unique positioning in the market—offering vegan alternatives with meat-like tastes that didn’t entirely resonate with plant-based consumers. Even so, Hamilton’s primary goal remained focused on promoting veganism, aiming to bridge the gap between meat lovers and plant-based alternatives. He endeavored to demonstrate that even those loyal to meat could savor comparable flavors through vegan substitutes.
While the future of Neat Burger remains uncertain, Lewis Hamilton’s multifaceted career may provide him new opportunities to explore. In addition to his efforts in promoting veganism, Hamilton’s ventures include his streetwear brand +44, the production company Dawn Apollo Films, and the non-alcoholic tequila brand Almave. These diverse pursuits are likely to keep him engaged, offering him platforms to influence change and innovation continually.
The closure of Neat Burger’s UK outlets underscores the challenging landscape of launching and sustaining a food venture, particularly one aiming to shift societal norms towards plant-based eating. The outcome, while disappointing for Hamilton and his partners, offers valuable lessons in market dynamics and consumer tastes. Observers will be keen to see if and how Hamilton might adapt his approach or diversify further, maintaining his renowned drive and determination beyond the racing world.
