LEON ends coffee subscription programme
The move aims to ease daily operational strain.
LEON has announced the end of its coffee subscription, Roast Rewards, part of a new strategy that its co-founder, John Vincent, is implementing, just a few weeks after taking back the brand.
According to the brand’s press release, the move aims to let go of ‘processes that make daily operations more difficult for its teams’.
Removal of Roast Rewards is part of John Vincent’s 108 initiative, “to bring harmony back to everything we do”. The number 108 symbolises balance and wholeness, which is what LEON is striving for: harmony in its food, its teams, and the planet.
The brand is also reinvesting in its barista talent, with the reinstatement of the WingTsun training, an ancient martial arts course Vincent rolled out across the business, which demonstrated faster and less stressful coffee preparation, cutting 30 seconds off the time to make six perfect coffees, whilst lowering heart rates.
“I want to bring LEON back to its original purpose and remove all the parts that don’t feel like LEON anymore. For me, that means getting back to serving food and coffee that's good for you, good for our teams, and good for the planet. Coffee is a big part of that, but the subscription has driven a level of volume our teams are struggling to keep up with. It's affected their day-to-day, and it's affected your experience too. We will return to the famous LEON welcome, the shorter waits, and the feeling that we have time for you. Ending Roast Rewards allows us to put our attention where it needs to be - which is putting quality back at the heart of the business and becoming pioneers on the high street again," Vincent said.
LEON’s Roast Rewards will end on the 31st December 202
Meanwhile, LEON plans to thank all its current Roast Rewards subscribers with a gift of LEON Club loyalty points when the subscription comes to an end.
