Q&A: LEON CEO on coffee subscription programme

In a climate where Pret hit pause on its subscription scheme, LEON bravely launched Roast Rewards – a coffee subscription designed not just to drive growth, but to deliver real impact. One year on, it’s clear the gamble paid off.

In just 12 months, LEON has seen app order volumes soar by 81% and recorded major environmental wins. Thanks to its partnership with Puro and the World Land Trust, Roast Rewards has helped protect 19,132 additional trees and over 333,000m² of rainforest.

In an exclusive Q&A with Global Convenience, Mac Plumpton, managing director at LEON, reflects on Roast Rewards’ first anniversary

What was your route to LEON?

My background spans a broad range of predominantly casual dining brands, but as a coffee lover (wherever I visit, good coffee is the first thing I hunt down!), when I was approached to join the iconic brand Leon early last year I was very excited. As a Leon user, leading a business with such strong ethical foundations was also appealing.

LEON: the facts

LEON currently operates 69 restaurants: 44 are equity-owned and 25 are franchised. Our estate spans high street locations, transport hubs such as train stations and airports, and motorway service stations. We also have a strong presence across forecourt hubs, offering convenient, on-the-go access to Naturally Fast Food for a broad customer base.

We’re taking a measured and sustainable approach to growth. While some brands have pursued aggressive expansion, we’re focused on ensuring the quality and consistency of our existing estate first. That said, we are growing through carefully selected franchise partnerships – a testament to the strength of the LEON brand and its loyal following. The digital journey will continue to play a role, particularly where they enhance convenience for our guests.

LEON’s USP

LEON is on a mission to make Naturally Fast Food accessible to everyone, everywhere. Our food is rooted in Mediterranean principles – fresh, vibrant, and full of flavour – offering a balanced mix of plant-rich, high-protein, and low-processed options. From breakfast boxes to nutritious rice pots and wraps, our menu is built to cater to modern lifestyles: fast, flexible, and full of variety.

The LEON coffee offer

LEON coffee is triple-certified: organic, Fairtrade, and rainforest-protecting. We use 100% Arabica beans, sourced in partnership with Puro, which supports the World Land Trust. Every cup sold helps fund rainforest conservation, a mission that’s central to our coffee programme. We use Eversys machines for consistency and quality, offering a wide menu of barista-made hot and cold drinks – including matcha, iced teas, and seasonal specials. We also offer a full range of milk alternatives, ensuring accessibility for all dietary preferences.

Coffee prior to Roast Rewards

Coffee has always been a vital part of the LEON experience both in restaurants and at home. It’s a strategic category for us – popular with our guests and a key driver of morning and all-day footfall. Importantly, our coffee offering aligns with our sustainability credentials, providing guests with a product that not only tastes great but also has a positive environmental impact. We’ve saved over 18 million square metres of rainforest to date through our coffee partnership.

Launching the coffee subscription programme, Roast Rewards

We launched Roast Rewards in 2024 as a way to drive loyalty, deliver value, and bring new guests into our ecosystem. It was also a natural extension of our omnichannel strategy, helping us deepen relationships through the LEON app while providing guests with a simple and sustainable way to enjoy coffee every day.

About Roast Rewards

For £25 per month, Roast Rewards members can enjoy up to five barista-made drinks a day. That includes everything from flat whites and iced lattes to matcha and tea. Subscribers also earn loyalty points and receive exclusive offers, as well as early access to new launches, by opting into marketing communications.

Our subscribers enjoy great value from Roast Rewards, often redeeming across a variety of drinks throughout the day. Because our drink offer is so broad – from hot coffees to iced teas and matcha – there’s real scope to maximise their subscription. LEON’s menu is also geared toward grab-and-go convenience, which supports strong cross-category spend on breakfast, lunch, and snacks.

Why is Roast Rewards only app based?

Launching via the app allowed us to streamline the experience and avoid bottlenecks at in-restaurant kiosks. It also gave us greater agility in managing the programme, offering digital rewards, real-time communications, and app-exclusive incentives to deepen guest engagement.

How many customers?

We currently have over 30,000 monthly active app users and around 8,000 active Roast Rewards subscribers. These numbers continue to grow as more guests discover the value and quality of the offer.

Do you plan to make the programme available in-store?

At this stage, we’re focused on maintaining a seamless experience via the app. It remains the easiest and most efficient way for guests to manage their subscription and collect their drinks.

How has Roast Rewards impacted app order volumes since launch?

We’ve seen a significant uplift in app order volumes – up 81% compared to the previous 12 months. The increased demand has been well-managed by our operations teams, who have worked diligently to maintain service speed and quality at our barista stations.

What other benefits does the programme offer?

Subscribers earn loyalty points each time they renew, and these can be used to redeem rewards in future. In addition, subscribers who opt into marketing receive exclusive content, first access to new menu launches, and targeted offers tailored to their preferences.

Why do you believe Roast Rewards is working?

Roast Rewards works because it’s built on substance: great-tasting coffee, a strong menu, and a team that delivers a warm and welcoming experience. Add to that the environmental benefits and the value guests receive, and it’s a compelling offer that resonates beyond price point alone.

Why are partnerships important for LEON?

The Roast Rewards programme has strong environmental credentials in the links with Puro and World Land Trust. LEON’s coffee is sourced in partnership with Puro, and every cup contributes to the conservation work of the World Land Trust, of which Sir David Attenborough is a patron. Supporting biodiversity, protecting rainforests, and sourcing responsibly has always been part of LEON’s DNA. With Roast Rewards, we saw an opportunity to connect everyday habits with meaningful impact.

What are the positive environmental impacts?

Since launching Roast Rewards, we’ve helped protect over 333,000m² of rainforest – equivalent to more than 133,000 Olympic-sized swimming pools – and saved more than 19,000 trees in the past year alone. It’s a powerful demonstration of how everyday choices can lead to extraordinary outcomes.

Sustainability has been a cornerstone of the LEON brand since day one in 2004. Our guests care deeply about where their food comes from, how it’s made, and its impact on the planet. That shared mindset creates strong brand loyalty and a community of guests who choose LEON not just for convenience, but for values.

What’s next for Roast Rewards and LEON in 2025?

In 2025, we’ll continue to evolve Roast Rewards with personalisation and relevant offers that reward loyalty and drive value. We’re also working on exciting ways to expand LEON into new spaces – digitally and physically. Whether it’s launching new grocery lines, or introducing fresh menu innovations, we’ll stay agile while always putting quality, sustainability, and people at the heart of what we do.