LEON Restaurants at Roadchef Services

The modern motorway service station is a far cry from the basic pit stops of yesteryear. Today, they are bustling hubs offering a diverse range of amenities, from fuel and convenience stores to extensive dining options. As the demand for convenient and varied food choices grows, motorway service operators face the challenge of catering to an increasingly discerning public, particularly those seeking healthier alternatives to traditional fast food. In response to this evolving consumer landscape, Roadchef, a prominent UK motorway service operator, embarked on a strategic partnership with LEON, a brand renowned for its commitment to serving deliciously healthy food.

The Genesis of a Healthy Partnership

Founded in 2004, LEON set out with a clear mission: to prove that fast food could be both tasty and good for you. While categorised as a fast food chain, LEON differentiates itself by offering a menu rich in nutritious options, featuring popular items like wholesome wraps, vibrant salads, and convenient snack boxes. Prior to its integration with Roadchef, LEON had already established a presence in high street locations and busy railway stations, demonstrating its appeal to customers on the move. The initial foray into the motorway services sector began with a trial at two select Roadchef locations in 2018. This pilot program proved to be a resounding success, with Roadchef themselves describing the outcome as a 'phenomenal success'. Building on this positive momentum, a significant five-year agreement was cemented in July 2019, paving the way for the expansion of LEON restaurants to an additional twelve Roadchef sites. This collaboration signalled a significant shift in the catering offerings available at motorway services, providing travellers with a much-needed healthy eating option.

LEON's Expansion and Challenges

The success of the initial Roadchef partnership spurred further growth for LEON. Beyond the Roadchef network, SSP, another major player in the travel catering sector, also recognised the potential of the LEON brand. In 2020, SSP opened two LEON restaurants at service areas operated by Extra, further broadening the reach of healthy fast food across the UK's road network. However, the burgeoning success of LEON was met with unforeseen adversity in the form of the Coronavirus pandemic. The very nature of LEON's business, heavily reliant on customers who are constantly travelling, made it particularly vulnerable to the widespread travel restrictions and lockdowns imposed during the pandemic. This was an especially unfortunate turn of events, as LEON was on the cusp of establishing itself as a major, recognisable brand, only to face severe operational and financial challenges.

The EG Group Era and Subsequent Ownership Changes

In April 2021, a new chapter began for LEON when it was acquired by EG Group, a global giant in roadside catering and supermarket retail. EG Group expressed a strong desire to leverage the LEON brand by introducing it to a significant number of their forecourts. This ambition manifested in several innovative initiatives. In the spring of 2022, EG Group commenced a trial of LEON-branded coffee machines, exploring the possibility of replacing their existing Starbucks on the Go machines. Furthermore, they experimented with the concept of opening LEON Drive Thru stores adjacent to some of their forecourts, aiming to capture the convenience-driven market. To enhance the customer experience within existing LEON restaurants, including those at Roadchef sites, the implementation of touchscreen order points was rolled out, streamlining the ordering process.

Despite these strategic moves, the journey of LEON under EG Group was not without its setbacks. Notably, the planned drive-thru at the Red Post major road service area, which was anticipated to be a flagship location, never materialised and was ultimately mothballed. Following a significant restructuring and the subsequent break-up of EG Group, it became apparent that LEON was facing considerable financial difficulties. In a subsequent development, EG Group offloaded the brand to Asda, a supermarket chain burdened by its own debt. Asda now operates the LEON brand. Despite these turbulent times and the backstage challenges faced by the brand's ownership, Roadchef has demonstrated a continued commitment to its LEON offering, persisting with their investment in these popular healthy food outlets within their service stations.

Where Can You Find LEON at Roadchef?

LEON is currently available at select Roadchef service areas, bringing its unique blend of healthy and flavourful food to travellers across the UK. While the number of locations is dynamic and subject to change, LEON can be found at some of the following Roadchef sites:

Current Locations (Subject to change):

It's always advisable to check the specific Roadchef website or use a route planner for the most up-to-date information on which locations feature LEON restaurants before you travel, as offerings can change.

LEON's Menu: Healthy Choices on the Go

LEON's commitment to healthy eating is reflected in its diverse menu, designed to cater to a range of tastes and dietary needs. Travellers can expect to find:

• Hearty Wraps: Packed with fresh ingredients and flavourful fillings.
• Fresh Salads: Vibrant and nutritious options, perfect for a lighter meal.
• Nourishing Hot Pots: Warming and wholesome dishes.
• Healthy Snacks: Convenient and guilt-free options for a quick bite.
• LEON Coffee: Ethically sourced coffee to kickstart your journey.

The availability of fresh, healthy food at motorway services like those provided by Roadchef's LEON outlets is a significant benefit for travellers, offering a welcome alternative to traditional, often less healthy, fast-food options commonly found at service stations.

Frequently Asked Questions

Does every Roadchef have a LEON?

No, LEON restaurants are not available at every Roadchef location. The partnership has seen LEON rolled out to a number of selected Roadchef sites following a successful trial.

What kind of food does LEON serve?

LEON serves healthy fast food, focusing on freshly prepared dishes such as wraps, salads, hot pots, and healthy snacks, alongside ethically sourced coffee.

Are LEON restaurants still open after EG Group's acquisition?

Yes, LEON restaurants continue to operate under new ownership. Roadchef continues to invest in its LEON offering despite the brand's change in ownership and reported financial difficulties.

Can I get LEON at other service station brands?

Yes, LEON has also opened restaurants at service areas operated by Extra. EG Group also planned to introduce LEON to some of their forecourts.

What happened to the LEON Drive Thru trial?

The first drive-thru at a major road service area, Red Post, was planned but never opened and was permanently mothballed.

The integration of LEON into Roadchef service stations represents a positive development for travellers seeking healthier and more flavourful food options while on the road. This initiative underscores Roadchef's commitment to meeting the evolving needs of its customers, providing convenient and nutritious choices amidst the convenience of motorway travel.