Ex-Pain Quot boss to ride for Lewis Hamilton

Belgian Vincent Herbert takes control of the American activities of Neat Burger, the vegan fast-food chain supported by the seven-time F1 world champion.

If he had somewhat left the food chain circuit by letting go of the reins of Le Pain Quotidien after 17 years as CEO, Vincent Herbert had probably not lost the desire to take on new responsibilities in the sector. In fact, the Belgian now takes control of the American activity of the vegan fast-food chain Neat BurgerDid we learn.

Little known to the general public, the British brand is nevertheless carried by a well-known personality: Lewis Hamilton. Vegan since 2017, the seven-time Formula 1 world champion has been an investor since the start in 2019, with a “substantial minority” of capital.

Vegan since 2017, Lewis Hamilton has been an investor in Neat Burger since 2019.

the concept of Neat Burger is simple: serve typical dishes from the world of fast food, revisited with vegan sauce. This applies, for example, to plant-based cheeseburgers and hotdogs, but also to ice creams and milkshakes made from alternative proteins.


points of sale

Neat is targeting 42 outlets (owned and franchised) by the end of 2022.

Currently present in Londonthe company intends to grow quickly to reach 42 points of sale (owned and franchised) by the end of 2022 and 436 by the end of 2026. Among the first developments, in addition to deployment in Italy and the Middle East, a flagship store to open in New York by fall. It will be there one of the first challenges of the ex-Wall Street traderwho notably worked there on behalf of Banque Bruxelles Lambert (now ING Belgium) and still lives today near New York.

the interested party can rely to do this on the expertise he has built up with the Belgian chain of bakeries. After all, it’s he who placed it on the map of the world – sparking the appetite of Starbucks in 2013, resulting in a presence in around 20 countries via 250 outlets by the time of its departure in 2018.

Di Caprio

To support its ambitions, Neat Burger raised $7 million at the end of 2021 at a valuation of $70 million. A next round of table must follow now, without size filtering. The name ofone of the investors is already known: Leonardo Di Caprio.

The famous American actor (Titanic, Catch me if you can…) is not at his first attempt in the sector. He has also funded meat substitute producer Beyond Meat

before its IPO on the Nasdaq.

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