Healthy chain Leon aims to help US ‘fall back in love’ with fast food
LONDON healthy fast-food chain Leon today unveiled details of its plans to launch in the US.
Founder and chief executive John Vincent said he would be opening five restaurants initially, starting with three in Washington DC. The first will launch in August or early September in a buzzy location near the White House.
Vincent said: “If we’re going to be the winner in naturally fast food or good fast food we really do have to be in the States. Fast food is an international business. The players like McDonald’s, KFC and Burger King have an international footprint and so should we.”
However, he acknowledged many British companies had come unstuck in America: “I think we’re going to make lots of mistakes. Just because we speak the same language doesn’t mean we have the same dynamic.
“But we do have tonnes of customers who have come to Leon in London, who have seen it in Terminal 2 and subsequently asked us to come to America.”
While fast food was born in the US, Vincent said there was nobody there doing what Leon does: “We are trying to help Americans fall back in love with fast food but with all our principles, which is to taste great, to be surprisingly good to you, kind to the planet and affordable.” After the first five sites, he said he would pause, then pursue a faster expansion.