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Wed 17th Apr 2024 - Exclusive: Asda hires Mac Plumpton as new Leon MD
Exclusive – Asda hires Mac Plumpton as new Leon MD: Supermarket chain Asda has hired Mac Plumpton, formerly of Tapas Revolution and Rosa’s Thai, as the new managing director of its natural fast food brand Leon, Propel has learned. Plumpton joins Leon after spending a year and half as managing director of the Hackney Wick-based Crate Brewery. Previous to that, he spent two and a half years as operations director at Rosa Thai. He stepped down as managing director of Tapas Revolution at the end of 2019. He spent more than nine years at Tapas Revolution, including more than three years as its managing director. Plumpton will succeed Ashley Davis, who has been interim managing director at Leon since last November following the departure of Glenn Edwards. Davis, who joined Leon as its grocery managing director in February 2019, will leave the business in June to join Cook in the newly created role of chief commercial officer. An Asda spokesperson told Propel: “Mac brings more than 25 years of hospitality industry experience and a proven track record of driving growth across some of the UK’s most notable restaurant chains. He spent nearly a decade at Signature Restaurants as operations manager responsible for the Belgo and Strada chains, before almost a decade at Tapas Revolution as operations director and subsequently managing director taking the business from start-up to established market operator. Most recently Mac was director of operations at Rosa’s Thai and managing director at sustainability-driven and founder-led business Crate Brewery.” The supermarket operator took full ownership of the circa 75-strong healthy fast-food chain last November after completing the acquisition of EG Group’s UK business for an enterprise value of £2.07bn. Last month, Asda said it was focused on “leveraging Leon’s heritage as a pioneer and well-established sector brand”. An Asda spokesperson told The Telegraph: “The business is focused on leveraging Leon’s heritage as a pioneer and well-established sector brand, investing to grow its offering through continued menu innovation and the ongoing expansion of Leon in the right locations and formats. We continue to bring the Leon business into the Asda family, where the brand benefits from additional customer insights and data capabilities to deliver on its mission to make it easier to eat and live well.” In December, Propel revealed that Leon was looking to open new restaurants, review its existing estate and explore new formats, and that its buyout by Asda would give it the opportunity to further expand the brand. In its accounts for the year to 25 December 2022, the business reported its pre-tax loss widened during the period from £9,177,342 in 2021 to £13,268,097, as costs grew by more than £6m. Turnover from owned sites was up from £37,515,376 in 2021 to £52,179,430. Of this, £50,440,944 was restaurant income (2021: £36,639,304), £1,663,353 from franchise income (2021: £852,887) and £75,133 from other royalties (2021: £23,185). Propel reported last year that the brand, which operates “hundreds” of branded coffee stations in supermarkets across the UK, had closed its two drive-thru sites. Leon features in the Propel Turnover & Profits Blue Book, the latest edition of which was sent to Premium Club members on Friday (12 April). Leon’s turnover of £52,179,430 for the year ending 31 December 2022 is the 191st highest in the database. The Blue Book ranks companies by turnover, profit and profit conversion, listing directors’ earnings for the past five years. Companies can now have an unlimited number of people receive access to Propel Premium for a year for £995 plus VAT – whether they are an operator or a supplier. The single subscription rate is £495 plus VAT for operators and £595 plus VAT for suppliers. Email kai.kirkman@propelinfo.com to upgrade your subscription.


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