LONDON – Lewis Hamilton, five-time FIA Formula One World Champion, announced a new venture that will take him off the racetrack and into the plant-based burger space with Neat Burger, a sustainable burger chain.

The concept is a collaboration with hospitality organization The Cream Group and investors such as Tommaso Chiabra, an early backer of El Segundo, California-based Beyond Meat. The first site is slated to open in London on Sept. 2. The Neat Burger team aims to expand the concept globally with 14 franchises planned in the next 24 months.

The Neat Burger menu will consist of three core burgers — ‘The Neat’, ‘The Cheese’ and ‘The Chick’n’ – as well as ‘The Hot Dog’, with sides including skinny fries, sweet potato fries and tater tots. The patties are specially created by a team of chefs in collaboration with Beyond Meat, which forms the basis for the burgers.

“I’m very passionate about being kinder to our world and also really respect Neat Burger’s commitment to more ethical practices and supporting small businesses, so this is something I’m also really proud to support,” Hamilton said in a statement. “But it is also about the product. As someone who follows a plant-based diet, I believe we need a healthier high street option that tastes amazing but also offers something exciting to those who want to be meat-free every now and again.”

Neat Burger will stock Just Water, the eco-conscious brand launched by Jaden Smith in 2018, as well as ethical Lemonaid sodas and dairy-free, soft serve, coconut and soya-based milkshakes.

Neat Burger aims to change the way we view our eating habits,” said Ryan Bishti of The Cream Group. “We’re not preaching or shaming people for eating meat. We’re offering an alternative that tastes as good as, if not better than meat.”