When I heard Lewis Hamilton was partnering and brand-ambassadoring a new London vegan burger joint called Neat Burger, I didn’t take much notice at first. I assumed he was just some billionaire celebrity jumping on the Beyond Meat, plant-based burger bandwagon. Then I checked out his Instagram profile.
I’m sure there are contradictions. I can’t imagine being the highest-paid Formula 1 driver in the world. Posting tributes to PETA-fighting, fur-loving fashion designer Karl Lagerfeld. And jetting and driving all over the world. Non-stop. In all kinds of gas-guzzling luxury vehicles is in line with Neat Burger’s “one step at a time,” “clean green” mission to save the world. Can you?
I mean, are all his cars vegan? Is his racing gear vegan? Was his private jet vegan? Is this leather-looking armchair vegan? Is the champagne he sprays in people’s faces vegan? I doubt it, but I’d love to know.
I was shocked, however, to discover that Hamilton does eat vegan. That he “loves animals.” And that in-between selfies, model shots and luxury cars, his Instagram feed’s peppered with graphic, “sensitive content” animal cruelty.
So at least that’s a positively provocative message to send to his 13.1 million followers. Also, in partnership with California-based charity Eden Reforestation Projects, Neat Burger aims to plant a tree for every burger sold. And if they keep selling out of burgers, that’s a lot of trees.
Vegan politics aside, the burgers are ridiculously tasty. Neat Burger doesn’t seem to make anything themselves, however. Just curate, decorate and inundate. The “beef” burgers are Beyond Meat. The “chicken” burgers are THIS. And the hot dogs are Beyond Sausage.
I ordered the Chick’n Burger, which features a THIS Isn’t Chicken Southern style patty, lettuce and vegan mayo. And you bet I made it cheesy for a Pound extra. Also, I had to try the Neat Sausage; Beyond Sausage, grilled onions, fried shallots, mustard, ketchup, pickles and mayo.
The vegan chicken burger’s amazing. Almost too convincing. The Southern fried patty is just so good. So perfect. That it makes the real thing unnecessarily cruel and obsolete. And the cheese is just so gooey and lavish. I have had THIS’ tikka pieces and nuggets before, but this THIS is next level THIS. Try one. It’ll blow your mind.
The Beyond Sausage hot dog is just stupefying. Breathtaking, even. The sausage itself tastes so beefy. So meaty. It reminds me of South African boerewors. Or the gourmet beef sausages my dad used to serve with mustard and ketchup. It’s definitely the best vegan sausage I’ve ever tasted. And hence the best vegan hot dog.
The great thing about Neat Burger, besides the food, is Lewis Hamilton’s reach. He’s one cool dude. And he speaks directly to millions of people, worldwide, who otherwise might not be as open to going plant-based. Even just once. Because if you try Neat Burger you’re hooked. It’s that good. And it’s bound to open your eyes to even more of the innovative meat-free options out there.
So far there’s only one store. So maybe it’s a bit premature to call Neat Burger a chain. But something tells me it’s just a matter of time. Also, theoretically, there’s going to be a lot more trees in the world as well. And that’s awesome.
Address: 4 Princes St, Mayfair, London W1B 2LE