The vegan hamburger chain Neat Burger, backed by high-profile investors Lewis Hamilton and Leonardo DiCaprio, has ceased operations in 2025 after incurring losses exceeding $12 million. Launched in 2019, the chain once operated restaurants in London, Milan, and New York but succumbed to financial struggles that led to the closure of all its locations. The shutdown marks the end of a venture that aimed to transform the fast-food industry with 100% plant-based options but ultimately faltered under economic pressures and fierce competition.
The collapse of Neat Burger underscores the challenges faced by businesses striving to gain a foothold in the vegan food sector, particularly amid a global economic downturn. At its peak, the chain garnered attention for its sustainable mission and celebrity endorsements, but its financial health deteriorated rapidly in recent years. In 2022, the company reported a loss of £7.9 million, roughly $12 million, following a £3.2 million deficit the previous year. These staggering figures prompted the gradual closure of several locations, culminating in the shuttering of its final two UK stores in April 2025.
Neat Burger’s journey was defined by bold ambition. Launched with the goal of offering “healthy and exciting street food,” the chain sought to appeal to both dedicated vegans and consumers looking to reduce meat consumption. Lewis Hamilton, who embraced veganism in 2017, and Leonardo DiCaprio, a vocal advocate for environmental causes, were instrumental in promoting the brand. However, high operational costs, logistical challenges, and shifting consumer behavior ultimately undermined the venture’s viability.
Rise and fall of a bold venture
When Neat Burger debuted in 2019, expectations were sky-high. The chain opened its first location in London, boasting a menu of plant-based burgers, fries, and milkshakes designed to rival traditional fast food. The concept was straightforward: deliver vegan alternatives that didn’t compromise on taste or experience, competing head-on with industry giants. The involvement of Hamilton and DiCaprio generated instant buzz, drawing in customers and media attention. Within a few years, the brand expanded to Milan and New York, securing prime locations in these competitive markets.
However, challenges quickly emerged. Operating restaurants in high-cost cities like London and New York demanded substantial investments in marketing, infrastructure, and supply chains. The vegan market, while growing, remained a niche segment, limiting the chain’s customer base. The Covid-19 pandemic, which devastated the restaurant industry between 2020 and 2022, exacerbated these issues, reducing foot traffic and inflating operational costs. By 2021, the company was already grappling with significant financial strain.
In an attempt to stabilize, Neat Burger shifted focus to its top-performing locations, closing underperforming stores. A 2022 statement from the company claimed it was taking “a step back to take a big step forward.” Yet, this strategy failed to reverse the downward spiral. The chain’s final two UK stores, which clung on until 2025, closed in April, leaving approximately 150 employees jobless. A spokesperson for Neat Burger confirmed the closures but declined to provide further details.
- Accumulated losses: $12 million in 2022 and $4.9 million in 2021.
- Gradual closures: Locations in London, Milan, and New York shuttered over time.
- Job impact: Around 150 employees laid off with the UK closures.
Challenges in the vegan market
The global vegan food market has seen steady growth, driven by concerns over sustainability, health, and animal welfare. Industry data estimates the plant-based food sector was valued at $29.4 billion in 2023, with projections to reach $51.5 billion by 2027. However, growth does not guarantee success for all players. Neat Burger faced hurdles common to many vegan brands, including the need to balance affordable pricing with high-quality ingredients and competition from traditional chains that have introduced plant-based options.
Fast-food giants like Burger King and McDonald’s have rolled out vegan burgers in multiple markets, leveraging their established infrastructure and competitive pricing. This direct competition squeezed smaller players like Neat Burger, which relied on a niche audience. Rising costs for raw materials, such as plant-based proteins and oils, further strained profit margins, rendering the chain’s operations financially unsustainable.
Consumer perception also played a role. While Neat Burger benefited from celebrity backing, some customers balked at its premium pricing. Burgers at Neat Burger retailed for £8 to £12 in the UK, significantly higher than similar offerings from larger chains. The inability to attract a broader audience, including non-vegan consumers, capped the chain’s growth potential and contributed to its downfall.
????| Lewis Hamilton’s vegan fast-food chain, Neat Burger, is closing all of its UK locations following substantial financial losses. Launched in 2019 with backing from Leonardo DiCaprio and Thibaut Courtois, the chain aimed to be the world’s first international plant-based burger… pic.twitter.com/eyka2VjWjU
— Hamilton Insights (@LH44_insights) April 22, 2025
The role of Hamilton and DiCaprio
Lewis Hamilton was a driving force behind Neat Burger from its inception. The seven-time Formula 1 champion, who adopted veganism in 2017 for environmental and ethical reasons, championed the chain as a way to make plant-based eating mainstream. “We want to show you can eat well, with flavor, without harming the planet,” Hamilton said at the brand’s launch. His role as both investor and ambassador lent credibility, attracting fans and eco-conscious consumers alike.
Leonardo DiCaprio, meanwhile, brought additional clout. A longtime environmental activist, the actor and producer follows a mostly vegetarian diet and has invested in other sustainable food ventures. His involvement in Neat Burger underscored its mission to make conscious eating accessible and appealing. Yet, even the star power of two global icons couldn’t shield the chain from financial woes.
The collapse comes at a challenging time for Hamilton, who is navigating a tough first season with Ferrari in 2025. His seventh-place finish at the Saudi Arabia Grand Prix highlighted his struggles to adapt to the new car, which he jokingly said required a “brain transplant.” For DiCaprio, the impact is less personal, but the failure of Neat Burger is a setback in his broader push for sustainable businesses.
- Lewis Hamilton: Vegan since 2017, investor and brand ambassador.
- Leonardo DiCaprio: Vegetarian, investor focused on sustainability.
- Brand mission: Deliver flavorful, globally appealing vegan fast food.
Lessons from the collapse
The demise of Neat Burger highlights the inherent risks in the food industry, particularly within the vegan niche. While demand for plant-based options is rising, success demands more than an innovative concept and celebrity endorsements. Efficient management, cost control, and alignment with consumer preferences are critical for survival in this competitive landscape.
The experience also raises questions about the role of celebrities in business ventures. Hamilton and DiCaprio’s involvement drove visibility, but a lack of operational expertise may have hindered the chain’s ability to weather crises. In contrast, other vegan brands like Beyond Meat and Impossible Foods have thrived by forging strategic partnerships and prioritizing innovation, areas where Neat Burger fell short.
Consumer behavior remains a key factor. The vegan audience, while loyal, is still a minority in many markets, and appealing to non-vegans requires competitive pricing and an exceptional experience. Neat Burger’s premium burgers and sustainability focus may have struggled to strike the right balance to attract a wide enough customer base.
Timeline of Neat Burger’s journey
Neat Burger’s trajectory can be summarized through key milestones:
- 2019: First location opens in London, backed by Hamilton and DiCaprio.
- 2020-2021: Expansion to Milan and New York despite pandemic challenges.
- 2021: $4.9 million loss signals early financial difficulties.
- 2022: Record $12 million loss, multiple locations closed.
- 2025: Final two UK stores shut down, operations cease.
Impacts and future outlook
The closure of Neat Burger leaves a gap in the vegan fast-food market, particularly in the UK, where the chain had cultivated a dedicated following. The 150 laid-off employees now face the challenge of finding new jobs in a sector still recovering from pandemic-related disruptions. For consumers, the loss of a plant-based brand underscores the need for other companies to step in and meet the demand for sustainable dining options.
The collapse may shape future ventures in the sector. Entrepreneurs eyeing the vegan food market will need to learn from Neat Burger’s missteps, prioritizing scalable business models and marketing strategies that appeal beyond the vegan niche. Brands that successfully blend innovation, affordability, and mass appeal will be better positioned to thrive in an increasingly crowded market.
While Neat Burger’s failure is a setback, the ongoing growth of the plant-based food sector suggests new opportunities will emerge. Companies that can align sustainability, taste, and economic viability stand to fill the void left by the chain, catering to a growing audience seeking greener dining options.
