Fri 21st Nov 2025 - Leon to end coffee subscription as it begins new chapter Leon to end coffee subscription as it begins new chapter: Leon, the naturally fast-food brand that was last month bought back by its co-founder and former chief executive John Vincent, will end its coffee subscription from the end of 2025. The company said it is “retiring” Roast Rewards – “marking the start of a bold new chapter focused on quality, craft and leadership”. Vincent said when he bought the 71-strong business back from Asda that he would “reinvigorate the business and return it to its core values”. A statement from Leon read: “To restore the standards it aspires to, Leon will be letting go of processes that make daily operations more difficult for its teams, which have in turn affected the big warm welcome it was once famous for. Removal of Roast Rewards is part of John Vincent’s 108 initiative, ‘to bring harmony back to everything we do’. The number 108 symbolises balance and wholeness, which is what Leon is striving for: harmony in its food, its teams, and the planet. Leon is shifting its focus back to care, craft and consistency – ensuring each cup reflects the standards that once made the brand a category trailblazer. From the first organic coffee on the high street – that was also Fairtrade and World Land Trust certified – Leon has a legacy of leading industry change. This next phase is about reclaiming that leadership. Key to this journey is reinvesting in barista talent, with a renewed focus on training. To serve the best-tasting, most thoughtfully made coffee on the high street, John will be re-instating his famous barista Wing Tsun training, an ancient martial arts course he rolled out across the business, which demonstrated faster and less stressful coffee preparation (cutting 30 seconds off the time to make six perfect coffees) while lowering heart rates. Leon will also reinvest in coffee innovation, winning back its reputation as a pioneer of the high street, with high-profile launches scheduled for 2026, including functional coffee. Leon believes in doing good with every brew, which is why all its beans are still triple certified: organic, Fairtrade, and rainforest friendly. Leon not only aims for the very best flavour but also supports farmers and protects precious habitats. Every cup counts towards preserving the planet. As a thank you for all their support, all current Roast Rewards subscribers will receive a gift of Leon Club loyalty points when the subscription comes to an end.” Vincent added: “I want to bring Leon back to its original purpose and remove all the parts that don’t feel like Leon anymore. For me, that means getting back to serving food and coffee that's good for you, good for our teams, and good for the planet. Coffee is a big part of that, but the subscription has driven a level of volume our teams are struggling to keep up with. It's affected their day-to-day, and it's affected your experience too. We will return to the famous Leon welcome, the shorter waits, and the feeling that we have time for you. Ending Roast Rewards allows us to put our attention where it needs to be – which is putting quality back at the heart of the business and becoming pioneers on the high street again.” Propel revealed exclusively at the end of October that Vincent had taken the opportunity to buy back the business that he founded with Henry Dimbleby and Allegra McEvedy 21 years ago with a single outlet in London’s Carnaby Street. Leon currently operates 71 restaurants – 44 owned and 22 franchised. In September, Leon reported pre-tax losses narrowed to £8,484,832 in the year to 31 December 2024 (2023: £19,587,309), with turnover of £62,451,975 (2023: £64,906,310). Adjusted Ebitda stood at negative £600,000 against negative Ebitda of £7.8m the previous year. Leon features in the Premium Club Turnover & Profits Blue Book, the latest edition of which features 1,182 companies. Leon’s turnover of £62,451,975 for the year ending 31 December 2024 is the 209th highest in the database. 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.