EG Group acquires Leon restaurant chain

Asda owner EG Group has acquired Leon, the ‘naturally fresh fast food’ restaurant chain.

EG Group said the move forms part of its strategy of seeking significant growth in its non-fuel and foodservice operations.  

Founded by John Vincent, Henry Dimbleby and chef Allegra McEvedy in 2004, Leon has over 70 restaurants. These  include 42 company-owned sites operated on leasehold locations and 29 franchised sites at  transport hubs across the UK and five other European markets, principally The Netherlands.

Leon also generates revenue from its branded cookbooks, own brand groceries and home delivery ready meals.

EG Group said the acquisition of Leon as a proprietary brand will enhance the  current foodservice portfolio that it operates, which includes third party brands such as Starbucks, KFC, Burger King, Greggs, Sbarro, Cinnabon and Subway.

The company is now planning to open around 20 Leon sites per year from 2022 and also sees significant potential for Leon’s non-restaurant products across its convenience retail proposition.

Mohsin and Zuber Issa, co-founders and co-chief executive of EG Group, said: “Leon is a fantastic brand that we have long admired. As established entrepreneurs in the foodservice retail market ourselves, we have a huge admiration for the business that John and the LEON team have built over the years, and firmly believe that their culture and values closely align with our own.

“The acquisition of Leon presents EG Group with a fantastic opportunity to further develop the menu offer, the various concession formats including drive thrus, and will enable us to significantly build on the existing network by exploring opportunities across our own sites along with other strategic locations.”