The co-founder of the healthy fast-food chain Leon has said the soaring popularity of weight loss injections could be an "opportunity" for the business as it attempts a major revival. John Vincent, who bought the company back from Asda last year, believes the trend aligns with the brand's original focus on nutritious, low-sugar meals.
A Shift in Appetites Presents a New Market
John Vincent told the BBC that while many in the restaurant sector fear the impact of appetite-suppressing drugs, there is a clear opening for "Leon-type food". He explained that the salads, tapas, and protein-rich meatballs the chain was originally known for are precisely the "sort of food people on weight loss jabs want to eat."
Around 1.5 million people in the UK are currently using these medications, known as GLP-1 receptor agonists. They mimic a natural hormone that regulates blood sugar and appetite. A 2023 Morgan Stanley survey of 300 patients found users drastically cut back on sugary and fatty foods, reducing confectionery, baked goods, and sugary drink consumption by up to two-thirds.
Leon's Struggle and Restructuring Plans
Vincent acknowledged that the rise of these drugs means Leon must consider adjusting portion sizes, a move already seen in high-end restaurants like Heston Blumenthal's Fat Duck in Berkshire. This comes as Leon confirmed in December it would shut several restaurants and cut jobs after appointing administrators to lead a restructuring.
The company's boss cited the hospitality industry's "unsustainable" tax burden, cost increases, and upcoming rises in business rates as key challenges. These factors have left Leon losing approximately £10 million a year, making the high street far less profitable.
Vincent believes the chain's struggles are also due to drifting from its core mission of providing good-quality, accessible fast food. "We were always about the best food for the most people," he stated. "We were not about posh fast food for posh people. That was never our intention." His plan is to bring back simplicity and focus on the original concept.
Industry-Wide Implications and Adaptation
The concern over weight loss jabs is not unique to Leon. Last week, the boss of Greggs noted the drugs have led consumers to seek "smaller portions," impacting sales. The trend is forcing the entire sector to reconsider its offerings.
For Leon, navigating this new landscape is part of a broader fight for survival and relevance. Vincent's strategy hinges on leveraging the brand's heritage in healthy eating to cater to a growing demographic whose eating habits are being reshaped by pharmaceutical intervention. The success of this pivot could determine the future of the chain on Britain's high streets.
