Dubai welcomes Lewis Hamilton and Leonardo DiCaprio-backed vegan Neat Burger
Plant-based chain Neat Burger, which counts Lewis Hamilton and Leonardo DiCaprio among its financial backers, isn't just for vegans. Instead, according to the brand's co-founder Stasi Nychas, the burgers are designed to appeal to the growing cult of flexitarians or those who follow a semi-vegetarian diet. As a result, "No compromise on taste" is the headline promise of Neat Burger, which opened its first UAE branch in The Dubai Mall on Thursday, November 3rd, and will give the first 500 customers a free meal.
"We target people who want to eat meat less frequently, perhaps once or twice a week." And how do we persuade meat eaters to change their ways? "It all comes down to taste," says Nychas, who has flown to Dubai from London to oversee the launch. He added, "We want our customers to have that nostalgic feeling that they get when eating at popular [fast food] chains."
Celebrity investors, on the other hand, aren't just for show. Hamilton, a vegan, shares Nychas' and the other co-founders' vision, which includes DiCaprio, UNICEF ambassador Tommaso Chiabra, and creative director Zack Bishti. "I'm proud of the boundaries we've been able to push in this space, and the expansion plans are really exciting," the F1 driver said ahead of the Dubai launch.
At Neat, aggressive global expansion is on the menu. The Dubai branch is the company's tenth location, with eight in the United Kingdom and one in New York. According to Nychas, Dubai was the ideal next stop for Neat Burger to advance its agenda, as a storm of health-consciousness and vegan options swept the Emirates' food scene. To give customers in the UAE a more local flavor, the chain is introducing "hotter and spicier" options. Nychas also discusses Neat Burger's plans to expand its presence in the Middle East, including the possibility of expanding to Abu Dhabi in the "near future." He claims that the chain will be present at the upcoming Abu Dhabi Grand Prix.
The menu is entirely plant-based. The burger patties are made with meat, chicken, and fish substitutes, the cheeses are vegan, and the shakes are made with soy milk. "Our vision is to make healthy, delicious food available to everyone," Nychas says. Meat alternatives have been slow to enter the mainstream food scene. Although it has gained significant traction in recent years, as vegan options have grown in number, faux meat has yet to take off. This is because much of it simply does not taste like the real thing. Since 2019, when it opened its first London location, Neat has been attempting to crack the plant-based meat code.
The Original Cheez, Crispy Chick'n, and Fish Burger are all tasty alternatives to real meat. The first two burgers, with meat and chicken alternatives, deliver on their promise of authenticity, with none of the earthy aftertaste usually associated with meat substitutes. Neat creates its protein line using ingredients such as peas, corn, and rice. The fish burger is the most impressive, made with jackfruit but eerily resembling seafood. In addition to the sandwiches, the plant-based chicken nuggets are a crunchy hit.
"Taste is always front and center, and that's how we're planning to grow our consumer base," Nychas says. It doesn't hurt that the brand is supported by celebrities. The star power of seven-time Formula One world champion Hamilton and, more recently, Oscar-winning actor and climate change activist DiCaprio may have contributed to the growth of Neat Burger. "Their participation in the business has provided us with extensive exposure through their networks," Nychas says, admitting that the brand has used these big names to gain "an extra push to the market."
