CA WHNAR AR Y F
LEON
S TAT S F R O M A S M A L L M U LT I P L E AVER AGE CA PE X P ER U N IT:
£450K+VAT
IT ES
NUM
NU M BER OF SITE S
UNDER CONSTRUCTION, DUE TO OPEN TH I S Y E AR :
N AT U R A L LY F A S T F O O D
N
1,500
UMBER
R OF S
301
OY E E S
BE
10TH BIRTHDAY:
PL
NUMBER OF APPLES G IVEN AWAY TO C E L E B R AT E O U R
OF EM
CONTENTS
PAGE 6 OUR RESTAUR ANTS
PAGE 16 OUR STORY
PAGE 21 OUR VISION
PAGE 28 OUR NATUR ALLY FAST FOOD
5
N AT U R A L LY F A S T F O O D
O U R R E S TA U R A N T S
LEON
We sometimes think of Leon as what fast food would be like in heaven. When you walk in, you are clearly in a fast food restaurant, but everything else is different . . .
8
N AT U R A L LY F A S T F O O D
LEON
. . . the interiors are bright, bold and beautiful, made with natural materials. Each Leon is designed to fit into its location - as if it had always been there.
9
N AT U R A L LY F A S T F O O D
LEON
O U R A WA R D S
B E ST N E W O P E N I N G
G O O D E G G AWA R D
LONDON TOWN RESTAURANT AWARDS 2005
(FOR USING FREE RANGE EGGS) 2008
W I N N E R O F T H E G O L D PA L M AWA R D
B E ST N E W CO M E R I N T H E U K
F O R T H E M O ST I N N O VAT I V E ,
OBSERVER FOOD MONTHLY 2005
N E W LY O P E N E D R E STA U R A N T I N E U RO P E LEADERS CLUB FOOD SERVICE AWARDS 2008
R I S I N G STA R RETAILER’S RETAILER OF THE YEAR 2006
B E ST H E A LT H Y E AT I N G R E STA U R A N T C H A I N R150 AWARDS 2009
B E ST P R AC T I C E AWA R D S U STA I N A B I L I T Y C H A M P I O N
(FOR OUR HEALTHY CHILDREN’S MENUS) SOIL ASSOCIATION 2007
2010 AWARD
R S P C A G O O D B U S I N E S S AWA R D 20 07
U K ’S H E A LT H I E ST R E STA U R A N T
(FOR OUR TREATMENT OF ANIMALS)
MEN’S HEALTH MAGAZINE 2013
B E ST R E STA U R A N T D E S I G N
S P E C I A L AC H I E V E M E N T AWA R D
BCSC 2007
LUNCH BUSINESS GRAB & GO AWARDS 2014
11
N AT U R A L LY F A S T F O O D
LEON
“Leon is the future of fast food” Giles Coren - The Times
12
N AT U R A L LY F A S T F O O D
LEON
. . . the interiors are bright, bold and beautiful, made with natural materials. Each Leon is designed to fit into its location - as if it had always been there.
13
N AT U R A L LY F A S T F O O D
“The dream is to bring really good food at a good price to as many people as possible.� Jay Rayner Observer Food Monthly Awards
LEON
WHERE WE ARE BRENT CROSS 9.2 MILES
9
17
EAST MIDLANDS AIRPORT 117 MILES
10
18 4 5
15
2
19 3
6
1 7
12 8
14
11
16
HEATHROW 2 & 3 14 MILES
20
13
1. CARNABY ST. 2. LUDGATE CIRCUS 3. REGENT ST. 4. SPITALFIELDS MARKET 5. CANARY WHARF 6. CANNON ST. 7. STRAND 8. BANKSIDE 9. BRENT CROSS 10. KINGS CROSS 11. HEATHROW TERMINAL 3 12. MORE LONDON PLACE 13. VICTORIA STREET 14. EUROTUNNEL 15. HIGH HOLBORN 16. HEATHROW TERMINAL 2 17. EAST MIDLANDS AIRPORT 18. FARRINGDON 19. TOTTENHAM COURT ROAD 20. VICTORIA PLACE
15
N AT U R A L LY F A S T F O O D
EUROTUNNEL 66 MILES
LEON
O U R S TO R Y There is something magical about fast food. As kids
Josceline grew up and where John’s dad’s family came
we were spellbound by it. John was known for lying on
from. It’s where today you can find fresh street food on
his back and waving his arms and legs in the air with
many street corners and markets.
excitement when he found out his mum had booked his birthday party at Mc Donald’s. But then we grew up;
We also like to introduce the odd dish that evokes our
and realised that fast food makes you fall asleep...and
childhood in the UK and even those termly trips to fast
wake up fat. So, we asked ourselves: why can’t fast food
food restaurants. We celebrate the natural rhythms of
be good food? Since we opened Leon, we have been
nature, so the menu changes across the seasons. We cook
trying to create a revolution in fast food so that it is fresh
with olive oil, and flavour our food with fresh herbs and
and full of flavour. We believe that people should be able
spices. We have been recognized by the RSPCA for the
to eat this in any major city in the world.
care we take in our sourcing.
When we looked around for inspiration, we were
Henry Dimbleby and John Vincent
drawn to the richness, flavours and natural healthiness
Founders
of Mediterranean cooking. It is where Henry’s mum
16
N AT U R A L LY F A S T F O O D
“Seasonal, locally sourced and really good” Vogue UK
LEON
OUR VISION AT LEON WE SERVE DISHES THAT ARE FLAVOURFUL, FUN, FRESH AND FAST.
WE GIVE EVERYBODY A BIG ENERGETIC WELCOME AND A BIG SMILE EVERY TIME.
WE KEEP OUR PRICES AT A LEVEL THAT THE MAJORITY OF PEOPLE CAN AFFORD.
OUR FOOD AND PRESENTATION ARE CONSISTENT – AND CONSISTENTLY OF THE HIGHEST STANDARD.
WE HAVE A SIMPLE, QUICK AND EASY PROCESS FOR MAKING AND SERVING OUR FOOD.
ONCE PEOPLE HAVE REACHED THE FRONT OF THE QUEUE, THEY ARE GIVEN THEIR FOOD IN 60 SECONDS.
WE BUY IN A WAY THAT IS KIND TO THE PLANET, OUR FARMERS AND SUPPLIERS. WE CONTINUALLY FIND WAYS TO MAKE LEON A HAPPY PLACE TO WORK. WE HELP OUR TEAMS ENGAGE IN A MEANINGFUL WAY IN OUR COMMUNITIES.
WE THANK THE CUSTOMER WITH A SMILE AND WITH EYE CONTACT AS WE GIVE THEM THEIR FOOD. WE PUT THE FOOD ONTO PEOPLE’S TRAYS OR INTO BAGS, AND GIVE IT TO THEM IN A WAY THAT SHOWS RESPECT FOR THEM AND THE FOOD.
WE KEEP OUR RESTAURANTS SPARKLINGLY CLEAN.
21
N AT U R A L LY F A S T F O O D
LEON
1. TO EAT WELL 2.TO HAVE POSITIVE RELATIONSHIPS
9. TO LIVE WITH POSITIVITY AND PURPOSE
THE LEON WELL-BEING MULTIPLIER
8.TO ACHIEVE TOGETHER
3. TO BE FREE FROM TOXINS
4. TO BE PHYSICALLY ACTIVE
7. TO LEARN AND CREATE
6. TO BE IN TUNE WITH THE PLANET
5. TO RELAX AND BE FREE FROM STRESS
At Leon, we are all motivated by one thing - to be well
Anything & everything that we do in our personal lives
beings, and to make it well easy for everyone to do the
and in our work is about this. Naturally Fast Food is our
same. It’s why we joined. It is why we work so hard.
way of being well. Our way of eating well. Our way of
There are nine things we have decided make us well.
achieving, together. Living free from toxins, and living
When they combine, we call them the Well-Being
with positivity and purpose.
Multiplier. If any one scores a zero, the whole result is a zero. When we do them all, we feel fantastic.
22
N AT U R A L LY F A S T F O O D
LEON
OUR NUMBERS
28.8%
29.7%
22.2%
22.8%
22.2%
26.0%
22.2%
17.4%
15.7%
LY
14
14 JU
NE
14
JU
AY M
14
14 R AP
AR M
14 FE
B
14 JA N
13 C DE
13 NO V
O
CT
13
13 PT SE
13 AU G
JU
LY
13
4.2%
9.3%
11.7%
30.6%
LIK E- F OR- LIKE SALES GROW T H
AN NUAL SALES 19,000,000 18,000,000 17,000,000 16,000,000 15,000,000 14,000,000 13,000,000 12,000,000 11,000,000 10,000,000 9,000,000
2010
2011
2012
2013
25
N AT U R A L LY F A S T F O O D
2014
LEON
“When did fast food ever include ingredients such as these?� The Telegraph
26
N AT U R A L LY F A S T F O O D
LEON
27
N AT U R A L LY F A S T F O O D
LEON
O U R N AT U R A L LY F A S T F O O D At Leon, we want to make it easy for everyone to eat good
We believe that Naturally Fast Food should:
food. There is nothing in the word ‘fast’ nor the word
1.
Taste Good – we cook boldly-flavoured,
‘food’ that means fast food can’t be good food.
seasonal food, using fresh herbs and spices.
2.
Do You Good – we want you to live a long and
We base our food around the Mediterranean diet, with
happy life: we only use good fats (we cook with
our menu focusing on fruits and vegetables, seeds &
olive oil & rapeseed oil) and we have a wide
wholegrains. We believe you can have your cake and eat it.
range of free-from dishes.
3.
Make you feel Good - we are fans of naturally
low-GL food and good carbs like brown rice
& quinoa, so that you feel good after you eat, as
well as while you eat.
4.
Be Good to the Planet – we only work with
farms and fishermen we trust.
28
N AT U R A L LY F A S T F O O D
LEON
29
N AT U R A L LY F A S T F O O D
LEON
B R E A K FA S T
30
N AT U R A L LY F A S T F O O D
LEON
A L L D AY
31
N AT U R A L LY F A S T F O O D
OUR NEW RANGE OF DAIRY FREE SHAKES. V A N I L L A , B A N A N A & C I N N A M O N A N D M O N T E Z U M A C H O C O L AT E . M A D E W I T H A L M O N D S . N AT U R A L L Y S W E E T E N E D W I T H D AT E S . G O O D F O R YO U R I N S I D E S A N D YO U R O U T S I D E S .
“There’s finally a place where you can have your cake and eat it” The Independent