Leon's Turbulent Journey: From High Street Pioneer to Asda Ownership and Back
It has been over two decades since Leon first graced UK high streets, offering a Mediterranean-inspired, healthier alternative to conventional fast food. Founded in 2004 by three passionate food enthusiasts—John Vincent, Henry Dimbleby, and Allegra McEvedy—the chain quickly earned acclaim, winning the title of 'best new restaurant in Great Britain' at The Observer Food Monthly Awards. At its peak, Leon expanded to approximately 70 locations across the UK and Europe, becoming a beloved brand for health-conscious diners.
The Pandemic Impact and Sale to EG Group
However, the COVID-19 pandemic dealt a severe blow to the restaurant industry, and Leon was no exception. By 2021, the financial strain prompted John Vincent to sell the business. It was acquired by EG Group, owned by billionaire brothers Mohsin and Zuber Issa, in a deal valued at around £100 million. This marked the beginning of a period of significant change for the brand.
Asda's Acquisition and Brand Concerns
In 2023, Leon's ownership shifted again when Asda took control as part of a broader transaction following EG Group's acquisition of the supermarket chain. This move raised eyebrows among industry experts. Clive Black, head of consumer research at Shore Capital, expressed scepticism, noting the mismatch between Asda's value-focused, mid-to-lower income customer base and Leon's premium, health-oriented positioning. He described it as a 'square peg in a round hole' scenario.
Co-founder Henry Dimbleby, who previously served as the government's food tsar, voiced even stronger concerns. He warned that Asda's strategy of introducing unhealthier items like burgers, cookies, chicken nuggets, and frozen waffle fries could 'destroy' the brand. Dimbleby criticised the shift towards cheaper, more profitable options, arguing it undermined Leon's core identity focused on nutritious, flavourful food.
John Vincent's Return and Strategic Overhaul
In a dramatic turnaround, John Vincent repurchased Leon from Asda at the end of 2025. The chain entered administration, allowing it to close underperforming sites and restructure for future growth. Vincent is now reassembling the original team to steer Leon back to its foundational principles.
Embracing a 'Soil-First' Philosophy
Vincent emphasises a return to ingredient-centric cooking, prioritising ultra-seasonal, locally sourced produce from the UK. This 'soil-first' approach aims to create dishes based on available ingredients rather than designing a static menu reliant on global sourcing. He envisions Leon becoming the 'finest purveyors of fruits, plants and meats,' with an exploration of 'good fats' to enhance nutritional value.
Menu Innovations and Inclusivity
One of the key changes under Vincent's leadership is a commitment to inclusivity, ensuring that Leon caters to all dietary requirements. Classic dishes like the Lentil Masala are being reintroduced and refined with a 'chef's touch.' New additions for January include a Salmon Smörgås-Box with smoked salmon, poached eggs, avocado, and spinach, as well as a Banana & Turmeric Honey Granola.
Vincent has also removed recent additions like sandwiches and 'build your own' options, arguing that Leon must avoid pandering to fleeting trends. He draws parallels to visionary companies like Apple and Ford, stressing the importance of clarity and mission-driven innovation. 'A brand has to know itself and stick to what it is,' he asserts, highlighting that Asda's focus on margin optimisation clashed with restaurant culture's emphasis on quality and revenue growth.
Reflections on Asda's Ownership
Despite the challenges, Vincent does not blame Asda for Leon's struggles. He describes the brand as an 'orphan child' under supermarket ownership, lacking the focused attention needed for a restaurant chain. Asda's corporate culture, centred on cost-cutting and efficiency, proved incompatible with Leon's ethos. An Asda spokesperson acknowledged the transition, thanking Leon colleagues and wishing them success under new ownership.
As Leon embarks on this new chapter, Vincent is confident about reclaiming the brand's leadership in flavour and nutrition. With a renewed focus on 'proper' food and seasonal ingredients, Leon aims to recapture its original spirit while adapting to modern diners' needs.
