The founder is taking Leon back to its roots, but trends move quickly
Leon has entered a “new era” after co-founder and former CEO John Vincent returned to the healthy fast food chain in October. In the seven months since buying it back from Asda, the business has undergone a menu overhaul and a senior leadership reshuffle, and unveiled plans to close its least profitable restaurants.
The scale of the challenge is significant. Leon shut 23 outlets during an administration process that began in December, and will exit it with just 43 sites and a £2.5m cash injection from Vincent. A further CVA is planned to create a “smaller but stronger business”.
Having led the company twice before, Vincent is clear on what he must do. With the business posting an £8.5m loss in 2024, his task is to reinvigorate Leon and return it to profitability, with a vow to take it back to its roots.
Returning to core principles
Leon’s original vision was to offer “naturally fast food” – Moroccan Meatballs, Superfood Salad, and Rice Boxes. Over time that expanded to fries, burgers, chicken nuggets, cakes and cookies, leading co-founder Henry Dimbleby to warn last year that the brand was in jeopardy under then-owner Asda.
Vincent’s response is to bring back the products that built Leon’s reputation in the first place, such as the fish Finger Wrap and Grilled Chicken Rice Boxes. It’s a move “clearly designed to remind long-standing customers of why they fell in love with the brand”, says retail commentator Howard Lake.
New wraps, salads, sides and sauces are also being added, along with a Strawberry Split Matcha, tapping into the drink trend sweeping the nation.
“Flexing the offer to meet variable price points and incorporating trending beverages feels like an astute move to expand beyond its long-standing core followers,” Lake says.
But he is cautious. “Food trends change regularly and sometimes rapidly over time,” he says. “What landed well in 2004 may not be as attractive 20-plus years later. But it does make a strong statement that this chain is determined to rebuild around core principles.”
The market context is, at least partly, favourable. GlobalData’s 2026 Q1 survey found over half of UK consumers planned to cut down or completely avoid ultra-processed food – a shift that plays directly into Leon’s repositioning. Senior analyst Ramsey Baghdadi believes the changes will “widen Leon’s addressable audience while strengthening differentiation against chains still anchored in indulgence”.
The importance of innovation
The pricing angle also stands out. Lake praises the “surprisingly affordable” menu changes at a chain generally considered a premium fast food outlet – though he sounds a word of warning that there is an “inherent danger in trying to play both ends of the value offer, in that including both alienates each demographic you’re trying to attract”.
The broader timing also carries risks. “Given the state of the global economy, anyone should be nervous about a relaunch,” says Lake. Weeding out underperforming sites is key, but so is patience.
“Innovation will be essential,” he stresses. “Menus that change seasonally allow new marketing opportunities, reiterating elements of the offer like organic ingredients.”
Vincent is also rebuilding the team around him. “Presumably it’s important for Vincent to surround himself with colleagues that understand the original vision and who will pull together,” says Lake. “When you’re striving to deliver something unique, it helps to be working with people you feel you can trust.” Whether that is enough depends on “whether the innovative spark is still there”, Lake adds.
There have been two significant appointments. In March, Chris Burford returned as chief financial officer – a role he previously held in 2021, having first joined Leon in 2014 and played a key role in its sale to EG Group. And former franchise boss Nick Scovell is back to run restaurant operations and grow franchise opportunities. In his last stint, from 2016 to 2021, he helped take Leon into five new markets.
The pieces are being put back in place. Vincent’s challenge is striking the right balance between the food that gave Leon its name and the trend-led innovation that continually shapes the sector.
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