The fast food sector has become one of the most competitive areas of British retailing, with the convenience angle and low cost appealing to modern consumers. However, the growing issue of the obesity crisis in Europe and the United States has led many to cut back on fatty foods and instead seek out a healthier option – something which London based healthy fast food chain Leon hopes will work in its favour as it examines options for international expansion.
Leon co-founder Henry Dimbleby has confirmed that the chain wishes to expand into the US market, but does not intend to rush into an American venture headlong. Instead, he believes the chain’s newly opened Heathrow Terminal 2 outlet will prove to be an excellent test bed for judging demand from a number of different consumer backgrounds.
He says; “16 million people pass through T2 each year.
“Everyone shows their boarding pass when they buy something, so we know exactly what each nationality likes on the menu.
“Part of Heathrow’s pitch to us was that the T2 restaurant would be an incubator for the international business.”
Leon currently operates a total of 17 outlets, although at present only the restaurant in East Midlands airport exists outside of London. The placement of this outlet is significant, however, as Leon’s founders are seeking to establish a presence in transport hubs as a means of competing with traditional powerhouses such as McDonald’s and Burger King – along with the T2 restaurant, it also operates sites in Heathrow’s Terminal 3 and in London King’s Cross train station.
Yet although the chain has managed to open three Central London restaurants in the past 18 months, and plans to open a further six by the end of the year, it hopes to expand nationwide. To this end, it is currently in discussions regarding the potential opening of ten restaurants in 2015 around the country, with a mixture of proprietary restaurants and franchises expected to be announced in the coming months.
Co-founder John Vincent says; “We’d love to be a nationwide brand.
“We’ve been cautious about moving beyond London because it stretches us logistically – we’ll have to get on a train to visit a restaurant.
“But we’ll do it in the next couple of years.”
Utilising transportation hubs as business incubators is by no means a new technique in the retail industry, as many brands have realised the advantages of having a captive, transitional consumer base. However, few have had the opportunity afforded to Leon by its placement in T2, as it is the only fast food retailer in the property and has thus managed to break the monopoly held by McDonald’s and Burger King elsewhere in Heathrow.
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