Leon, the popular restaurant chain, has announced the end of its £25-a-month Roast Rewards coffee subscription, a move that has sparked frustration among loyal customers who are now threatening to boycott. The scheme, which launched less than two years ago, allowed subscribers to enjoy up to five coffees a day—spaced at least an hour apart—plus a 20 percent discount on food.
John Vincent, the chain’s founder, revealed the decision to retire Roast Rewards effective January 1 as part of a broader effort to reconnect Leon with its original mission and values. In an email to select loyal customers, Vincent explained that the subscription service was “getting in the way” of delivering the high-quality experience Leon aims for.
Having returned to lead Leon after selling it in 2021, Vincent acknowledged that not all recent changes had been beneficial. “Although Leon is clearly a business, owning Leon and looking after guests like you is a deeply personal endeavour,” he wrote. “I aspire to return Leon to being a leader in food, and to re-establish quality as our number one priority.”
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A company spokesperson elaborated that the decision aligns with the “108 initiative”—named after a symbol of balance and harmony—which seeks to simplify operations and restore the warm, welcoming atmosphere for which Leon is known. The spokesperson also shared that staff will undergo Wing Tsun martial arts training to enhance coffee preparation efficiency while reducing stress.
This strategic move underscores Leon’s commitment to prioritizing quality, team well-being, and environmental harmony, even as it faces customer disappointment over the loss of the popular coffee subscription.