Leon sold back to co-founder John Vincent
Leon is returning to its roots as co-founder John Vincent reacquires the brand from Asda
Asda has confirmed the sale of Leon Restaurants, which includes 46 company-operated restaurants, 20 UK franchises and four international locations, back to co-founder John Vincent.
Around 1,120 employees are expected to transfer to the new ownership.
The acquisition price remains undisclosed, though The Times suggested a figure between £30m and £50m – significantly below the £100m reportedly paid by the Issa brothers’ EG Group in 2021.
Vincent, who launched Leon in 2004 alongside Henry Dimbleby and chef Allegra McEvedy, has pledged to “take a good look under the bonnet” before making any “big decisions.” His return signals a renewed focus on Leon’s founding mission: offering fast food that’s both natural and nourishing.
The move comes amid broader restructuring at Asda, as the supermarket chain looks to refocus on its core retail and fuel operations.
Old ownership
Vincent’s reacquisition has been welcomed by fans and staff alike, who view the move as a return to authenticity for one of Britain’s 'naturally fast food' brands.
In a recent Instagram post, Vincent said: "At our most essential, Leon will be again a place for naturally fast food with a big welcome."
He reports a 'secret mission' to return the brand back home and encourages the public to contact him via email or phone with ideas and frustrations about the current brand.
You may also be interested in…
