Hamilton 'Neat Burgers' venture downsizes after $10-million losses

Hamilton, who partnered with film star Leonardo DiCaprio to launch the chain in 2019, had initially promoted 'Neat Burgers' as offering “100 per cent plant-based meals.” However, just six years later, the business has been forced to shut its London locations after reporting mounting losses.

According to The Sun, 'Neat Burgers' recorded a £7.9 million ($10-million) loss in 2022 — an increase of £3.2 million compared to the previous year. In response, the company decided to close several of its UK branches and one outlet in New York.

A spokesperson for Neat Burgers said at the time: "We are concentrating our efforts on our best-performing restaurants — we believe that sometimes taking a step back is necessary to make a bigger leap forward."

By early 2025, only two Neat Burgers branches remained in the UK. The company has now confirmed it has exited the UK market entirely.

In a brief statement, Neat Burgers management said: "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." The closures are expected to affect around 150 staff members.

Hamilton, who adopted a vegan lifestyle in 2017, had long championed the idea of healthier eating options. Reflecting on his motivations for launching the brand, Hamilton previously said: "I believe we need a healthier high street option that tastes amazing and offers something exciting to those who want to be meat-free every now and again."

Hamilton’s business setback comes amid a difficult start to life as a Ferrari driver. Despite a strong Sprint Race victory in China, the seven-time Formula 1 world champion has otherwise endured a challenging run of results, finishing P10, disqualified, P7, P5 and P7 in Grand Prix races so far this season.

After a disappointing seventh-place finish at the Saudi Arabian Grand Prix, Hamilton admitted: "I didn’t enjoy one second" of his experience in Jeddah, where he struggled for pace compared to Ferrari team-mate Charles Leclerc.

Hamilton joined Ferrari this year on a reported $80 million per year deal, but is still seeking to consistently challenge at the front of the grid.