The founder of the prominent UK fast-food chain Leon has issued a stark warning that a significant overhaul could lead to restaurant closures and job losses across the country.
John Vincent, who co-founded the brand known for its waffle fries and focus on healthier options, revealed the chain is struggling to recover from the impact of the Covid-19 pandemic. He is now in negotiations with landlords which may result in shutting down unprofitable sites.
Financial Struggles and a Return to Roots
Leon operates over 70 company-owned restaurants in the UK, plus 29 franchised locations at transport hubs, employing around 1,120 people. The business has faced severe financial headwinds, operating at a loss during the pandemic. Sales declined from £64.9 million in 2023 to £62.5 million in 2024, resulting in a pre-tax loss of £8.38 million.
Mr Vincent reacquired the chain he helped start in October 2025, after it was sold to the billionaire Issa brothers, owners of Asda, for £100 million in 2021. He reportedly bought it back for between £30 and £50 million. In a candid assessment, he criticised the previous management under Asda's ownership for cost-cutting measures he believes harmed the brand and profitability.
Major Changes on the Menu for Diners
The Leon owner outlined several key changes customers can expect as part of the transformation. While menus will be streamlined, popular items like the bestselling chicken satay rice box will be protected.
Store cleanliness is a major focus, with managers required to share daily 'before and after' cleaning pictures in a dedicated WhatsApp group. Furthermore, the future of self-service kiosks is uncertain. Mr Vincent stated his instinct was to remove them, but acknowledged some customers prefer not to interact with staff, leaving him to ponder the decision.
A Vision for the Future
Despite the challenging restructuring, John Vincent has an ambitious goal: to remake Leon into "the Earth’s favourite fast food". He expressed a philosophy centred on a deeper connection with sourcing and quality, contrasting it with a purely accountancy-driven approach.
The coming months will be critical for the chain as it seeks to close underperforming locations, potentially cut jobs, and implement these operational changes in a bid to return to financial health and redefine its place on the British high street.
