-- About

-Founded in 2004

- 61 branches across various countries including Norway, United States, Irealand, Netherlands and Spain

- given fast food a new outlook making it healthier, appealing, sustainable and appealing at the same
time

- vegan items

[2:37 AM, 7/13/2020] Noman bhu: Product:

- John Vincent, founder of Leon, said: “Leon is built on five themes – Food that tastes good and does you
good, makes you feel good after you eat it, is affordable and kind to the planet. Plants are key to all five.
We have had a 15-year love affair with vegetables and we’re excited that Leon guests feel the same.”

- . It has a wide range of menu and savories to offer including separate and dedicated breakfast menu,
Boxes with cultured dishes, Bit on the sides with extensive variety, fries, coffee, drinks and sundaries

- unique features like the gluten-free nuggets, unique Korean sauces and much more.

- Vegan Menu: LOVe Burgers

- “all-day” menu

- Attractive Ambiance

[2:38 AM, 7/13/2020] Noman bhu: Price:

- No Competitive pricing

- Average burgers costs 6-7 Pounds where other food chains like McDonalds and Wendys cost 3-4
Pounds

- Higher costs than competitors yet record revenues (e.g 25% rise in revenue in 2018)

[2:38 AM, 7/13/2020] Noman bhu: Place:

- 61 Branches

- 5 of the brances in southern england at airports and railways

- branches at high streets

- New Branch (1st) in D.C

- Also have outlets in Norway, Ireland, Spain And America

[2:38 AM, 7/13/2020] Noman bhu: Promotion:

- In house marketing and designing team

- Use of social media for featured videos

[2:39 AM, 7/13/2020] Noman bhu: SWOT Analysis

Strengths:

- Vegan Menu (Like Love Burgers).

- The Naturally Healthy Fast Food (Made of ingredients that make fast food healthy)

- Menu Innovation OR HIGH DIFFERENTIATION (greater variety in menu as compared to other fast food
outlets)

- Investment in Culture (Workforce trained to achieve customer satisfaction. It also tailors the menu of
each outlet in separate regions according to the local taste)

- Natural in every aspect: Uses 100% renewable energy in outlets

- Strategic placement of outlets (High streets, airport etc)

- Ambiance (Other fast food outlets have normal ambiance. LEON wants consumers to have 'Leon"
experience in the restaurants)

[2:39 AM, 7/13/2020] Noman bhu: Weaknesses:

- Cannot set Competitive Prices

- Lack of other fast food categories like Pizza

- Slow scale up pace (Founded in 2004, it opened its first international outlet in 2016)

- Limited sources of supply (Since the ingredients are separately cultivated, there are limited suppliers)

- No Drive-thru

[2:39 AM, 7/13/2020] Noman bhu: Opportunities:

- Vegan Population rising (Add statisitcs e.g: A recent survey by Finder.com has even claimed that the
number of vegans in the UK is set to skyrocket by 327% by 2020.)

- Scale up to other regions

- Make Gourmet food 'fast' (has aimed to develop market of gourmet food being made fast)

- Expanding brand portfolio (It collaborated and produced cook books and tableware that was sold
quickly showing potential and demand for it)

- Post Pandemic Food (People would become more health and hence diet conscious after the pandemic)

[2:39 AM, 7/13/2020] Noman bhu: Threats:

- Competitors like BYRON gearing up

- Value means from other brands (LEON cannot offer deals due to high cost of supply of healthy
ingredients)

- Pandemic Recession
[2:40 AM, 7/13/2020] Noman bhu: PESTLE

Political: Trade deal with EU so tax free transportation across european branches but can be affected
due to BREXIT

- Minimum wage law

- Stable Law and order situation

Economic Factors:

- High Taxes on fast food

- High purchasing power of population

- Economy can face uncertainity due to brexit

[2:40 AM, 7/13/2020] Noman bhu: Social Factors:

- Diverse culture so fast food uniting factor

- Vegan population rising

- Busy urban life so fast foods preferred

Technological factors:

- Technology applied in R&D for healthier Food

- Use of Social Media for Marketing

Legal factors:

- Minimum Wage laws

- Employment Equity Law (stops discrimination)

Hence, strong regulated labor laws makes cheap labor inavailable

Environemtal Factots:

- Taxes on non-renewable resources

- LEON carriers out CSR (25c donated to homeless un Irealand on return of reusable cups)

- 100% renewable energy in outlets

- Plastic forks etc phased out from outlets in 2016

[2:40 AM, 7/13/2020] Noman bhu: Yr yeh Marium ki report se hai tou bs words waghera change kar lena
parapharse kar lena

Despite the weakening global economy and increasing awareness of health risks, the fast food
industry has managed to flourish. Though the market is witnessing promising growth, owing to a
considerable number of players, numerous factors are influencing the growth of the industry. The
availability of lucrative prospects in the sector is attracting a considerable number of companies into the
industry. Moreover, the growing competition is also compelling organizations to invest heavily in
research and development to differentiate themselves in the market. Growing concerns pertaining to
obesity are gaining traction across the world.

With the need to remain healthy, consumers are shifting their preferences towards healthier options. To
keep pace with the preferences, organizations are also planning to re-invent their product offerings by
including low-calorie products into their meals.