Leon, the pioneer of 'naturally fast food', is to launch its first US outlet in Washington DC late this summer.
This move from co-founder and CEO John Vincent signifies his intention to introduce a new category of fast food to America and invite people to fall in love with fast food again.
Leon, named after Vincent’s father, was created to make fast food better by offering ‘Naturally Fast Food’ that ‘tastes good and does you good’. The LEON menu features dishes that draw on the richness, flavours and natural goodness of the Mediterranean food culture.
Vincent said, “Since starting Leon in Carnaby Street in 2004, we have been helping people fall back in love with fast food. From the start, we asked ourselves ‘why can’t fast food be good food? Leon is our best attempt at creating fast food as it might be in heaven. Food that tastes naturally great, is remarkably good for you, is affordable for all, and is kind to the planet.”
Leon’s determination to create fast food that is kind to the planet has been recently focused in three areas – moving to 100% renewable energy, significantly increasing the number of plant-based dishes, and proactively removing all plastic straws and cutlery. Those focuses will be carried into the US in the Washington DC-market location as well.
Vincent continued, “DC is a wonderful city and I can’t wait to begin our American adventure. We chose DC as our entry point into the US market because of its culturally creative mindset, pedestrian-friendly landscape, and ‘foodie-lifestyle’.
'Choosing the first American city is like trying to choose from your favorite box of chocolates. After DC we are looking forward to opening in other cities that have a similar culture of dynamism, positivity and possibility.”
Glenn Edwards, who ran Leon UK as its Operations Director for 7 years, is now the Managing Director of Leon US, and has moved to Washington to direct the new opening.
Edwards said, “We are excited about the challenges ahead. We’ve always wanted Leon to be in many cities around the world. Washington DC is a great city to start our U.S. journey; it’s such a vibrant, fun, positive city to be in. The response we’ve had so far to the brand, the food and the design has been hugely enthusiastic. We’re excited to get cracking.”
DC represents the fourth international city for Leon, which has grown to more than 50 restaurants with locations in Oslo, Amsterdam and Utrecht, with plans to grow in other cities across Europe.