How LEON embraced indulgence in their latest seasonal offer
This year’s Christmas menu is inspired by Praline chocolates.
As the holiday season approaches, LEON’s latest festive menu aims to bring a new twist to traditional favourites.
QSR Media talked to Erica Molyneaux, LEON’s Director of Food to discuss LEON’s culinary process when launching their festive seasonal menu
How would you describe your approach to menu innovation or culinary process?
Erica: At LEON, our approach is simple yet purposeful. We focus on serving Naturally Fast Food that’s both delicious and nourishing. Drawing inspiration from Mediterranean and global cuisines, we prioritise fresh, seasonal ingredients. Our menu evolves with the seasons, ensuring our dishes reflect the best produce available at any given time.
With the holiday season near, what's new with how you approach this year's seasonal menu?
We’re excited to introduce a festive menu celebrating traditional flavours with a LEON twist. We know what works well: familiar, comforting dishes with something unexpected that makes them feel extra special. This year’s Christmas Cracker Wrap is the perfect example. Picture all the classic festive flavours—succulent turkey, tangy cranberry sauce, herby stuffing, and more—but with a signature LEON surprise. Our turkey is marinated in miso and caramelised onion butter, adding a rich, savoury depth that takes comfort food to the next level.
Can you explain what changes occurred last year that led to your current approach to seasonal menu innovation?
Last year, we embraced the concept of permissible indulgence, highlighting seasonal coffees and festive treats that felt indulgent without excess. This approach informed this year’s focus on indulgence done right, with a range of drinks inspired by everyone’s favourite Christmas chocolate - Praline.
Can you share details about your last festive menu, including its sales performance and financial impact on the chain?
Whilst we can’t share exact figures, we can say that last year’s festive menu was a huge success, contributing to a strong Q4 performance. It reinforced that the holiday season is when we can really excel, offering dishes that capture the Christmas spirit with a LEON sprinkle of something different.
How do you determine when to abandon an innovative idea that you know won't work?
We take a data-driven approach at LEON. We test new menu items with customers - both in restaurants and through targeted digital platforms. Once launched, we monitor guest feedback, sales data, and operational feasibility. If a dish consistently underperforms or receives negative feedback, we review the data to understand why and decide whether to discontinue it.
A report by Meaningful Vision states that special price offers are the most effective marketing method. What is your opinion on this?
We believe that value for money is more than just price. Whilst special offers can drive short-term traffic, building lasting guest relationships goes beyond discounts. The taste of our food, the ambience of our restaurants, and the warmth of our teams are what keep people coming back.
How does LEON use promotions or special price offers to attract consumers? What were the results?
Our Roast Rewards coffee subscription is all about making our guests feel appreciated. With free coffee and 20% off food, it’s designed to encourage repeat visits and make every experience even more enjoyable. The feedback we gather helps us fine-tune our menu and promotions, ensuring we’re always in tune with what our guests love. Ultimately, it’s about building lasting connections and a sense of community, which is why Roast Rewards has been such a hit.
Looking ahead, what can we expect from LEON this Christmas season?
The Christmas Cracker Wrap and Turkey Christmassaman Curry are set to be the stars, while our Praline Dream range will delight those looking for festive drinks. We’re also introducing hearty breakfast options like The Full Monty Wrap and a Sausage Muffin, plus a Blueberry, Lemon & Poppyseed Muffin for a sweet touch. This Christmas, we’re going all out - expect bigger, bolder, and cheekier dishes than ever before.
