Leon stands out among a sea of fast food chains by reinventing lunchtime dining into something healthier. Based out of London, Leon is on a mission to alter people’s perception of fast food by changing ingredients used and serving freshly cooked food on-demand in restaurant spaces that look as authentic as they taste. Their founders have taken an insurgent approach to market disruption by creating a successful business model with strong identity and purpose – setting themselves apart with their distinctive vision and brand personality.

Leon has been around for almost two decades and now boasts 70 outlets throughout the UK. Established by Henry Dimbleby and John Vincent as an alternative to unhealthy fast food options, today Leon is owned by EG Group with an insurgent mission that drives all its operations.

Leon stands out in a market where giants such as McDonald’s, Pizza Hut, and Starbucks are struggling with rising combo meal costs by keeping prices competitive while providing appealing menu options to meet diverse customer tastes. Their commitment to sustainability can also be seen with their launch of organic coffee range.

Coffee bags offered for sale by this vendor are certified Fairtrade and organic, while contributing to the World Land Trust with every sale. Their two flavors – Blonde Roast with notes of smooth caramel and Dark Roast featuring fuller-bodied spiced undertones – provide options that meet these criteria.

Leon’s approach is to leverage grocery store markets as their primary point of distribution for its healthy food and coffee products, targeting the “supermarket premium” segment as its target consumer group; consumers who are willing to pay extra for sustainable options. Leon capitalizes on this audience with a simple message repeated at each location: “Eat better, feel good”.

Leon has proven their strategy of targeting grocery store customers is successful; however, LEON must keep in mind that the UK coffee market is small and therefore making an impression on niche specialty coffee drinkers will prove more difficult than anticipated. LEON must focus on serving their target audience effectively while creating an authentic experience at each location.

This company continues to expand their presence throughout the U.K., and are even offering a coffee subscription program that lets customers have unlimited coffee for 30 days – an initiative to promote and aid loyal customers during this tough economy. If successful, hopefully this initiative will enable them to sustain growth – benefitting both consumers and producers of coffee alike!