LEON sees 81% spike in app orders following rewards programme launch

The brand is currently exploring ways to expand the programme by adding more food offerings.

LEON has stepped up with its game with its loyalty programme aimed at delivering value amidst a tough UK consumer climate.

Priced at £25 a month and offering up to five drinks a day, Roast Rewards was launched during a period when many operators were scaling back. In this Q&A, Mac Plumpton, Managing Director at LEON, explains how the programme is reshaping guest behaviour and influencing its wider business strategy.

What was the strategy behind launching Roast Rewards at a time when others were scaling back their loyalty schemes?

Plumpton: We saw an opportunity to double down on value and loyalty at a time when others were pulling back. Roast Rewards launched during a period of uncertainty in the hospitality industry, offering guests more for less. For £25 a month, subscribers can enjoy up to five barista-made drinks a day – from flat whites to iced teas and matcha – all made with our ethical, triple-certified coffee. We designed the programme to reward daily habits, build routine, and strengthen guest relationships through the LEON app.

Can you walk us through how Roast Rewards is structured and what makes it different from traditional coffee subscriptions?

Roast Rewards is priced at £25 per month and offers members up to five drinks a day from a broad menu of barista-made hot and cold beverages. Unlike traditional coffee subscriptions that often limit choice, Roast Rewards encourages flexibility across categories, including matcha, iced teas, and seasonal drinks. Members also earn loyalty points, receive exclusive offers, and get early access to new menu launches, all via the LEON app. It’s more than a subscription; it’s a digital loyalty ecosystem designed to increase frequency and drive cross-category spending.

How has the scheme impacted customer retention and repeat visits over the past year?

The programme has had a clear impact on guest behaviour. Subscribers are visiting more frequently and engaging more deeply with the brand. We’ve seen an 81% year-on-year increase in app order volumes, with many members redeeming drinks multiple times a day. This has definitely supported footfall and helped grow basket size across breakfast, lunch, and snacks, as subscribers build LEON into their daily routines.

Beyond the 81% increase in app order volumes, what other key metrics signal that Roast Rewards is delivering real value to the business?

We’ve seen a clear rise in tertiary spend, with subscribers purchasing more food alongside drinks. The subscription model provides reliable monthly recurring revenue, supporting business predictability. We’re also seeing high loyalty point redemption rates, strong retention, and increased lifetime value from subscribers versus non-subscribers – all clear indicators of the programme’s success.

How is LEON navigating the current economic pressures facing the wider hospitality and QSR industry?

We’re staying focused on our strengths: delivering Naturally Fast Food with quality, value, and integrity. While market conditions are challenging, we remain consistent in our offer and communication. Our approach is to build long-term trust and relevance with our guests by offering genuine value and a sustainable proposition, rather than chasing short-term gains.

What are LEON’s latest financial milestones? Can you share year-on-year sales growth or store-level performance figures?

While specific figures remain commercially sensitive, we’re continuing to see positive year-on-year growth across both equity-owned and franchised sites. Digital engagement – particularly app usage – is a significant growth driver, supported by the success of Roast Rewards. We’re focused on quality expansion and strengthening our digital ecosystem to future-proof the business.

Have you seen any significant shifts in consumer behaviour, especially related to digital engagement or spend per visit?

Yes, we’re seeing a more digitally engaged guest who expects personalised, timely communication. Our segmented comms strategy tailors offers based on behaviour and preferences, which drives more meaningful engagement. App users and subscribers also tend to spend more per visit and engage across more menu categories, particularly at breakfast and lunch.

What role has LEON’s environmental and ethical positioning played in driving sales or attracting new customers?

Our sustainability credentials are at the heart of LEON and continue to resonate with our guests. Partnerships with Puro and the World Land Trust demonstrate our commitment to creating a positive impact, and they set us apart from our competitors. Many of our guests actively choose LEON because of our ethical sourcing and environmental values.

Are there plans to evolve or expand the Roast Rewards model, perhaps beyond coffee or into food?

We’re exploring opportunities to broaden the programme, potentially into food subscriptions or curated offers that complement the drinks element. The focus will remain on personalisation and relevance, ensuring we continue to drive loyalty across the full LEON menu.

What are your priorities for LEON over the next 12 months, particularly in terms of digital growth or expansion?

Our focus is on strengthening digital growth, especially the LEON app and Roast Rewards, whilst maintaining operational excellence in-restaurant. We’ll continue to open select new sites through franchising and invest in menu development and sustainable sourcing. Personalisation, guest experience, and long-term brand value will remain at the core of everything we do.