LEON will end its Roast Rewards coffee subscription on 31 December 2025 as returning owner John Vincent refocuses the brand on quality and operational calm. The scheme’s heavy use strained staff and compromised service. LEON will restore barista training, improve drink consistency and relaunch innovation in 2026, including new “functional coffees.” The move is part of a broader strategy to return the chain to its original values of craft, care and sustainability. (Image: LEON)
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GLO27 November 2025 – LEON has confirmed it will discontinue its Roast Rewards coffee subscription at the end of December 2025, marking one of the first major changes introduced by returning owner John Vincent. The move signals a shift back toward LEON’s founding principles, with a renewed emphasis on quality, craft and customer experience.
Why LEON Is Ending the Subscription
The Roast Rewards scheme, introduced only 18 months ago, grew rapidly in popularity — but according to LEON’s leadership, it created mounting operational pressure. High-frequency coffee redemptions placed strain on teams, disrupted workflow, and ultimately diluted the premium, relaxed experience the brand was known for.
John Vincent, who reacquired LEON in 2025 after several years under different corporate ownership, has launched what he calls a “restoration plan” to return quality and care to the heart of the business. Ending Roast Rewards is a key step in this reset. Vincent noted that the subscription model no longer aligned with LEON’s broader values of sustainability, product integrity, and team well-being.
What Customers Need to Know
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The subscription will end automatically on 31 December 2025.
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Current subscribers do not need to cancel their membership.
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As a thank-you, LEON will allocate loyalty points to existing members.
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No new subscriptions are being accepted.
The company emphasises that while Roast Rewards is ending, it remains committed to offering high-quality coffee as part of the core menu.
Return to Craft and Staff Training
Alongside retiring the subscription, LEON has announced the return of its specialist barista training programmes, which were scaled back under previous ownership. One of these, inspired by Wing Tsun principles, aims to improve barista speed and calm under pressure, enhancing both service flow and drink consistency.
LEON’s renewed focus includes:
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Reintroducing meticulous barista craftsmanship
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Improving consistency and quality across all beverages
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Enhancing the customer experience through calmer, more efficient service
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Relaunching food and drink innovation, including “functional coffees” from 2026
A Broader Strategy Under New Ownership
John Vincent’s return to leadership has set in motion a wider strategic reset. Under earlier ownership, LEON faced declining sales and a diluted identity. Vincent’s intention is to re-establish the brand as a leader in healthy, positive fast food built on real ingredients, team care, and environmental responsibility.
Ending Roast Rewards reflects a move away from promotional volume strategies toward quality-driven growth — a direction more aligned with LEON’s original principles.
Looking Ahead
The end of Roast Rewards marks a new chapter for LEON. The company plans to invest further in beverage innovation, staff culture, and sustainability initiatives throughout 2026. Vincent has signaled that LEON will prioritise thoughtful growth, strong operations, and a menu grounded in taste, nutrition and responsible sourcing.
As the company repositions itself, the focus is clear: quality first, loyalty built through experience rather than discounts, and a return to what made LEON a beloved high-street brand.
Source: LEON
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