Leon is to put an end to its coffee subscription, Roast Rewards, from the end of 2025 as part of co-founder and new owner John Vincent’s plan to “restore quality to the heart of the business”.
The subscription will officially retire on 31 December 2025. However, all current Roast Rewards subscribers will receive a gift of Leon Club loyalty points when it comes to an end.
The move forms part of Vincent’s turnaround plan, which will see Leon “letting go of processes that make daily operations more difficult for its teams”.
As part of this, Leon will be reinvesting in barista talent, with a renewed focus on training. Vincent will be reinstating his barista Wing Tsun training, an ancient martial arts course he previously rolled out across the business, which “demonstrated faster and less stressful coffee preparation while lowering heart rates”, the brand said.
Leon will also reinvest in coffee innovation, with “high-profile” launches scheduled for 2026, including functional coffees.
Last month, Vincent bought Leon back from Asda, after he sold the business to EG Group in 2021. It marks the third time Vincent has led the premium fast food chain.
“I want to bring Leon back to its original purpose and remove all the parts that don’t feel like Leon any more,” said Vincent. “For me, that means getting back to serving food and coffee that’s good for you, good for our teams, and good for the planet.
“Coffee is a big part of that, but the subscription has driven a level of volume our teams are struggling to keep up with. It’s affected their day-to-day, and it’s affected your experience too. We will return to the famous Leon welcome, the shorter waits, and the feeling that we have time for you.
“Ending Roast Rewards allows us to put our attention where it needs to be – which is putting quality back at the heart of the business and becoming pioneers on the high street again,” he added.
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