Coming to America: What One UK Fast-Food Restaurant Is Learning About International Expansion

Leon is taking a more hands-on approach in the U.S.

Leon founder and CEO John Vincent in front of Leon's menu
Leon founder and CEO John Vincent's fast-food restaurant offers sustainable, healthy options, and that doesn't just mean salads. Photo Illustration: Trent Joaquin; Sources: LEON

LONDON—John Vincent loves fast food. The founder and CEO of Leon, a U.K.-based restaurant chain, said he grew up savoring his visits to Burger King and McDonald’s. And in 2004, after seven years at management consultancy Bain & Co., Vincent set out to open his own restaurant with a singular lofty goal: to make the food that would exist if fast food existed in heaven.

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@dianapearl_ diana.pearl@adweek.com Diana is the brand marketing editor at Adweek and managing editor of Brandweek.