Neat Burger liquidation announced

The plant based chain Neat Burger has entered liquidation, highlighting the difficulties of celebrity backed growth in fast casual.

Neat Burger enters liquidation FRP Advisory takes the lead

Neat Burger, the plant based fast casual chain co-founded by Lewis Hamilton, has entered liquidation. FRP Advisory was appointed as liquidator on July 22. The company was launched six years ago with a plant based menu and publicly backed by Leonardo DiCaprio. It opened in London, Milan and New York, but losses piled up in recent years. In 2022 losses were about £7.9 million, up from £3.2 million the year before. In 2023 it said half of its UK sites would close, and the New York outlet closed last summer. This year the remaining outlets were closed as the business faced ongoing financial and operational challenges.

The news comes as Hamilton promotes a non alcoholic product line from Almave. It underscores how difficult it can be to scale restaurant concepts built around a strong brand, even with celebrity backing, and raises questions about investor confidence in plant based fast casual and similar ventures.

The case exposes a common risk in fast casual growth: hype and branding do not guarantee profitability. The economics of running multiple city sites, rents, and staff costs can swallow sales, especially when expansion outpaces sustainable unit economics. The liquidation invites a closer look at how plant based concepts compete with traditional formats in crowded markets.

Hamilton’s profile adds both visibility and pressure. Celebrity endorsements can attract attention and capital, but they do not shield a business from debt, losses or market headwinds. The story may push operators and investors to demand clearer paths to profitability, tighter cost controls, and more disciplined growth plans. The next moves will reveal whether this was a temporary setback or a sign of deeper trouble in the sector.

Highlights

The plant based dining dream now faces a reality check that will shape how brands grow in the years ahead.