Leon Restaurants

Leon Restaurants Limited, branded as LEON, is a British fast-casual restaurant chain established in 2004 by John Vincent, Henry Dimbleby, and chef Allegra McEvedy. The first restaurant opened on Carnaby Street in London. The founders presented Leon as an attempt to make seasonal, good-quality fast food broadly accessible, combining quick service with food positioned as more natural and nutritionally considered than conventional fast food. The menu has included breakfast items, burgers, wraps, salads, hot bowls, rice-based dishes, sides, desserts, coffee, sauces, and other products influenced by Mediterranean and broader international cooking. The business gained early recognition when it was named Best New Restaurant in Great Britain at The Observer Food Monthly Awards six months after opening. It subsequently developed from a small London concept into a national chain, while also using transport hubs and franchise partnerships to extend its reach. Leon became a founding member of the Sustainable Restaurant Association in 2008, reflecting its emphasis on sourcing, sustainability, and responsible restaurant operations. Chef Allegra McEvedy left her operational role in 2009 to concentrate on writing and television, although she remained a shareholder. Henry Dimbleby served as chief executive until 2014, when John Vincent assumed the role; Dimbleby later left the board while retaining a shareholding interest. Leon expanded beyond England during the 2010s. Its first restaurant outside England opened in Amsterdam in 2016, followed by locations or franchise activity in places including Utrecht, Oslo, Gran Canaria, Dublin, and Washington, D.C. The company also developed a relationship with HMSHost, placing Leon-branded restaurants in airports and railway stations in the United Kingdom and pursuing wider franchise opportunities in European and Middle Eastern transport locations. By 2018 the chain had 61 sites, and in the first quarter of 2019 the company reported that 53 percent of food sales were plant-based or vegetarian. During the COVID-19 pandemic, Leon helped establish Feed NHS, an initiative that supplied free meals to critical-care staff at London hospitals. The project involved other restaurant groups and used public fundraising to support meal delivery. Leon's United States subsidiary later entered liquidation in February 2021, citing weak customer numbers associated with the pandemic; its American operation had comprised three Washington locations and a nearby restaurant in Fairfax, Virginia. In April 2021, Leon was sold to the Issa brothers' EG Group in a transaction reported at approximately £100 million. At the time, the chain had 71 outlets, including company-operated restaurants and franchised sites in transport hubs and several European countries. Following an EG Group restructuring in October 2023, most of EG's United Kingdom operations, including Leon, were transferred to Asda. In October 2025, John Vincent bought Leon back from Asda in a self-funded, debt-free transaction reported as being worth between £30 million and £50 million. He described the acquisition as a turnaround opportunity, with plans to address persistent losses, close unprofitable sites, and concentrate future expansion primarily on London while retaining the possibility of further international growth. In December 2025, Vincent announced a major restructuring involving the closure of 20 restaurants, citing losses and changing work patterns; the company entered administration shortly afterward according to the cited reference material. The reported November 2025 estate comprised 46 company-owned restaurants, 20 United Kingdom franchises, three Netherlands franchises, and one Italian franchise. Leon has also operated beyond restaurants through cookbooks, cookware and tableware developed with John Lewis, and grocery products such as sauces and frozen meals sold through United Kingdom supermarkets and online retailers. Following the Asda acquisition, Leon-branded grocery items and coffee machines were also introduced in Asda stores. During the COVID-19 pandemic, Leon helped establish the Feed NHS initiative, providing free meals to critical-care staff at London hospitals. The programme involved other restaurant groups and used public fundraising to support meal deliveries. Leon's United States subsidiary later entered liquidation in February 2021 after pandemic-related weakness in customer numbers; its US operations included three Washington, D.C. locations and a restaurant near Fairfax, Virginia.

Leon was founded in 2004 by John Vincent, Henry Dimbleby, and chef Allegra McEvedy. The first branch opened on Carnaby Street in London, and the name was taken from Vincent's father. The founders' stated objective was to make seasonal, high-quality fast food available to a wide audience. Within six months, Leon received the Best New Restaurant in Great Britain award at The Observer Food Monthly Awards, giving the young chain early visibility. The company developed a distinctive identity around natural ingredients, seasonal cooking, sustainability, and healthier fast food. In 2008 it became a founding member of the Sustainable Restaurant Association. McEvedy left her operational position in 2009 to focus on writing and television work but remained a shareholder. Vincent became chief executive in 2014, replacing Dimbleby, and Dimbleby left the board in 2017 while also remaining a shareholder. By 2015 Leon had 57 restaurants. The company broadened its presence through transport venues and franchise partnerships. HMSHost operated six Leon sites in airports and railway stations in southern England in early 2015, and Leon announced an expanded relationship with HMSHost in 2018 that contemplated franchised sites in airports and railway stations across Europe and the Middle East. This approach was intended both to reach international customers and to build awareness before further overseas expansion. Leon opened its first restaurant outside England in Amsterdam in June 2016. Further international locations or franchise activity followed in Utrecht, Oslo, Gran Canaria, Dublin, and Washington, D.C. The Washington operation was presented locally as a fast-casual Mediterranean concept. In 2017 Leon appeared on The Sunday Times Fast Track 100 list. Active Private Equity backed the business, and Spice Private Equity became a major investor in May 2017 to support international growth. The chain reached 61 sites by 2018. In the first quarter of 2019, plant-based and vegetarian products accounted for 53 percent of food sales. The COVID-19 crisis affected the chain's operations and international development. In March 2020 Leon established Feed NHS, supplying around 5,600 free meals daily to critical-care NHS staff at London hospitals. The initiative involved several other restaurant groups and was supported by public fundraising. Leon USA Inc. entered liquidation in February 2021 after customer numbers fell during the pandemic; its United States estate consisted of three Washington locations and a fourth site in Fairfax, Virginia. In April 2021 Leon was acquired by EG Group, the business operated by the Issa brothers, in a transaction reported at approximately £100 million. The chain then had 71 outlets, comprising company-operated restaurants and franchises in the United Kingdom and five other European countries. In October 2023, EG Group transferred most of its United Kingdom operations, including Leon, to Asda. Henry Dimbleby later criticised the Asda ownership, arguing in October 2025 that it might damage the brand. John Vincent reacquired Leon from Asda in October 2025 through a self-funded, debt-free deal reported as worth between £30 million and £50 million. He said he intended to repair the business after losses in every year since 2016, close unprofitable locations, and focus planned expansion on London over the following four years, with possible overseas growth. The transaction reportedly included 46 company-owned restaurants, 20 United Kingdom franchises, three Netherlands franchises, and one Italian franchise, with more than 1,000 staff expected to transfer. In December 2025 Vincent announced a substantial restructuring and the closure of 20 restaurants, attributing the move to losses and changed working patterns. The company entered administration shortly afterward according to the cited material. Alongside its restaurant operations, Leon has published cookbooks, created cookware and tableware with John Lewis, and developed a grocery range including sauces and frozen meals. These products were sold through retailers such as Sainsbury's and Ocado, while Asda later introduced Leon-branded grocery products and coffee machines in its stores.

• 2025

  John Vincent reacquires Leon

  [1]Leon Restaurantsen.wikipedia.org

  The co-founder buys the chain back from Asda in a reported £30 million to £50 million transaction.

• 2023

  Leon moves into Asda ownership

  [1]Leon Restaurantsen.wikipedia.org

  Asda takes over Leon as part of EG Group's restructuring of its United Kingdom operations.

• 2021

  EG Group acquires Leon

  [1]Leon Restaurantsen.wikipedia.org

  Leon is sold to EG Group in a reported transaction of approximately £100 million.

• 2020

  Feed NHS launches

  [1]Leon Restaurantsen.wikipedia.org

  Leon helps organize free meal deliveries for NHS critical-care staff during the COVID-19 pandemic.

• 2016

  First restaurant outside England opens in Amsterdam

  [1]Leon Restaurantsen.wikipedia.org

  Leon begins its international restaurant development with an Amsterdam location.

• 2008

  Joins the Sustainable Restaurant Association as a founding member

  [1]Leon Restaurantsen.wikipedia.org

  Leon becomes one of the founding members of the Sustainable Restaurant Association.

• 2004

  First Leon restaurant opens on Carnaby Street

  [1]Leon Restaurantsen.wikipedia.org

  John Vincent, Henry Dimbleby, and Allegra McEvedy establish Leon and open its first London restaurant.

• 2004

  Leon wins Best New Restaurant in Great Britain

  [1]Leon Restaurantsen.wikipedia.org

  The chain receives the award at The Observer Food Monthly Awards approximately six months after opening.

Healthy fast-casual food using natural and seasonal ingredients, with a strong plant-based and sustainability-oriented proposition.

• Fast-casual meals · 2004

  Leon restaurant menu

  Leon restaurants serve quick-service meals positioned around natural ingredients and healthier preparation. The menu has included breakfast foods, burgers, wraps, salads, hot bowls, rice dishes, chicken products, plant-based meals, vegetarian items, sides, desserts, coffee, and other drinks. Its menu strategy combines familiar fast-food formats with Mediterranean and international influences.

• Grocery products

  Leon sauces

  Leon has extended its restaurant brand into retail through packaged sauces sold through United Kingdom supermarkets and online grocery channels. The products allow customers to use Leon-associated flavors outside the restaurant estate and formed part of the brand's broader consumer-products activity.

• Grocery products

  Leon frozen meals

  The brand has also developed frozen meals for retail distribution, including sales through United Kingdom retailers such as Sainsbury's and Ocado. After Asda acquired Leon, Leon-branded grocery products were also introduced through Asda stores.

• Homeware

  Leon cookware and tableware

  Leon developed a cookware and tableware range with John Lewis, extending the brand from foodservice into kitchen and dining products.

• 2020Feed NHS

  United Kingdom

  Leon helped establish Feed NHS to provide approximately 5,600 free meals each day to critical-care NHS staff at London hospitals during the COVID-19 pandemic. Other restaurant groups participated, and a JustGiving fundraising page supported the initiative.

  Outcome. The initiative delivered meals to NHS staff and broadened participation across the restaurant sector.

  Source

• 2025

  John Vincent buys Leon back from AsdaM&A

  Background

  Vincent said the chain had recorded losses every year since 2016 and required a turnaround focused on profitable locations and changing customer behavior.

  Action taken

  John Vincent reacquired Leon in a self-funded, debt-free transaction.

  Aftermath

  The new ownership planned restaurant closures, a London-centered expansion strategy, and possible future overseas growth.

  Reported reacquisition price. Between £30 million and £50 million (October 2025)

  Source

• 2025

  Restaurant estate restructuringStrategy

  Background

  After reacquiring Leon, Vincent cited continuing losses and changes in working patterns as challenges affecting the chain.

  Action taken

  Leon announced the closure of 20 restaurants and entered administration shortly afterward according to the cited reference material.

  Aftermath

  The restructuring reduced the estate and placed the future operating structure under review.

  Source

• 2021

  Sale to EG GroupM&A

  Background

  Leon had expanded to a substantial United Kingdom and European estate but was operating during a period of severe pandemic disruption.

  Action taken

  The company was sold to the Issa brothers' EG Group.

  Aftermath

  The reported transaction value was approximately £100 million. EG later transferred most of its United Kingdom operations, including Leon, to Asda.

  Reported acquisition price. Approximately £100 million (April 2021)

  Source

1. 1Leon Restaurantsen.wikipedia.org
2. 2LEON official websiteleon.co