Neat Burger in liquidation

Neat Burger, the vegan burger chain backed by Lewis Hamilton and Leonardo DiCaprio, enters liquidation amid years of losses.

Neat Burger enters liquidation as celebrity backed chain collapses

Neat Burger appointed FRP Advisory as its liquidator on July 22, five days before Hamilton competed in the Belgian Grand Prix at Spa. The chain has faced years of losses and closed the last of its British sites in April, cutting about 150 jobs. Founded in 2019 by a group including Hamilton and DiCaprio, Neat Burger expanded to London, Milan and New York, but the New York branch closed in 2024. The business posted significant losses, including a £7.9 million loss in 2022, and its Camden branch received a two star food hygiene rating last year.

Hamilton’s latest public move was not retirement but a product launch for Almave, his non alcoholic drinks brand, announced during F1’s summer break. The Belgian Grand Prix earlier in August has kept attention on his performance, with questions about his form and future prospects at Ferrari lingering alongside the liquidation news.

The fall of Neat Burger underscores how celebrity branding can fall short when business fundamentals lag. A high profile launch can spark short term attention, but it does not guarantee long term viability if costs outpace sales. For Hamilton, the episode adds another layer to a season where his on track results have been below expectations; the public gaze now extends from the racetrack to his portfolio of ventures. In the broader market, it highlights the risk that brand extensions tied to entertainment figures face when consumer tastes shift or operations stumble.

As teams and fans watch Hamilton navigate a difficult season, the episode asks whether fame adds resilience or simply public scrutiny. The Almave launch may help diversify his image, but the financial setback at Neat Burger serves as a reminder that success in sport does not automatically translate to sustainable business growth.

Highlights

The balance between fame and financial prudence remains delicate for public figures with business interests.