Leon. Don't go generic.
Leon's co-founder has bought it back from ASDA, which is a lesson in what happens when you chase the crowd.
THE GIST ON LEON: "The Founder Buyback"
What happened to Leon?
Leon made its name in naturally fast food and we all fell in love with it. Then came the greatest hits of growth: get sold to a big corporate, the market gets tougher, and the original values go out for crowd pleasers and margin chasing. Now co-founder John Vincent has brought it back to reinstate the original vision.
Why did people stop going?
The whole point of Leon was guilt-free fast food. If you end up categorised like every other train station vendor, you end up competing with them, and that's very hard.
What is the trap?
When you pay for a premium product, ask what am I paying extra for, and could I get the same elsewhere? For Leon, we know the answer. When times get hard, the quickest commercial fixes make you generic. Once you're generic, you compete only on price and convenience, the toughest fight in the market.
Do big takeovers ruin food brands?
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Quick answers
Who bought Leon back?
Co-founder John Vincent, from ASDA, to reinstate the original vision.
Why did customers drift away?
Leon became categorised like every other train station vendor.
What is the trap for premium brands?
Quick fixes in hard times make you generic, leaving price and convenience as the only fight.
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