Asda sold Leon back to its founder John Vincent, ending four years of ownership under the Issa brothers who saw the fast food chain accused of losing its identity.
The deal, which includes 46 company-owned restaurants and 25 franchise sites, comes amid growing criticism that Leon’s has been pushed away from its goals of creating “natural fast food” instead of high-calorie, processed foods.
Vincent, who launched the chain in 2004 through campaigner Henry Dimbleby, said he planned to take a “good look under the bonnet” before making any major decisions about the company’s direction.
“If you’re a visitor to Leon, I want you to know that we are,” Vincent said. “Now we will continue to dedicate ourselves to your happiness and your health.”
While the financial terms were not disclosed, industry sources suggested Vincent bought the business at a new discount of up to £100 million and followed it up with the ISSA Brothers ‘ISS’ GURG acquisition in 2021.
The sale completes a full circle for leon, which was first written by iSG Group, the state’s petrol forecourt, before transferring it to ASDA in 2023 to help with the multibillion-pound debt burden.
The takeover of Leon’s brothers – and its subsequent integration into Asda’s operations – drew growing criticism from health campaigners and industry insiders, who said the brand had left the “fast food nature”.
At the beginning of October, founder Henry Dimbleby accused Asda of ‘Brand, pointing to menu changes such as Burgers, nuggets, fries, cookies and cakes that replace Leon’s focus on healthy options.
“I know how easy it is to be tempted to take what’s sweet – sugar, salt, cheap,” Dimpby told The Telegraph. “But in the long run, that will destroy the brand.”
Under ASDA, Leon also expanded into supermarket sales with frozen and microwave food areas, and rolled out hundreds of branded coffee stations in the UK – a strategy designed to be scrapped again but another attack on its premium, health image.
Leon’s most recent accounts show revenue fell by £64.9 million in 2023 to £62.5 million and £202.5 million in 2024, reflecting weak consumer confidence and a loss of brand loyalty among its core customers.
The decline, combined with a retitutional nature, led to speculation that Asda was preparing to steal business. With Vincent, Buyback offers the opportunity to bring back Leon’s original purpose – “Food that tastes good and is good.”
“We will take our time, listen to our guests and our teams, and make decisions that stay true to Leon’s Mission,” Vincent said after the deal.
An ASDA spokesperson thanked Leon’s staff for their contribution and hard work over the past two years, saying: “We wish them all the best as they move forward under new ownership. “
For ASDA, sales have eased its portfolio as it focuses on debt reduction and store consolidation following the takeover of ISSA Brothers.
For Leon, it represents a second chance. Hailed as Britain’s answer to fast food, the brand now faces the challenge of rebuilding consumer trust and securing its place on the high street.
With Vincent Back at the helm, industry watchers say Leon’s comeback news may hinge on whether it can balance the original healthy ethos with commercial reality – and prove that fast food can still be good food.
