"If you are a Leon guest, I want you to know we are on the case,"
"We will now get on with dedicating ourselves to your enjoyment and to your health."
"I know how easy it is to be sucked down into going for what's tasty - the sugar, the salt, the cheap,"
"But in the long term, that's going to destroy the brand."
Asda has sold Leon back to co‑founder John Vincent, transferring 46 company‑owned restaurants and 25 franchise sites. The sale follows criticism that the brand moved away from its original "natural fast food" identity toward higher‑calorie, processed menu items and supermarket retail lines. Industry sources indicated Vincent likely purchased the business at a steep discount to the £100 million EG Group valuation in 2021. The Issa brothers' ownership and Leon's integration into Asda prompted menu additions such as burgers, nuggets, fries, cookies and cakes. Vincent plans a close operational review before making major strategic decisions to refocus on guest health and enjoyment.
Read at Business Matters
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