Some early ideas.

1. MY (FIRST) THOUGHTS ON LEON

2. A BRAND WITH CERTAIN AMBITION
ON A JOURNEY TO AN UNCERTAIN DESTINATION
2005
Naturally
Fast food.
Carnaby st.
2025
Accessible
wellness
services?
Global?

3. Brand & Marketing Director
Help define our purpose
Stop this being a secret through our teams, design, PR and social media
Make sure we are DOING brilliant things in line with our purpose
Building relationships and making us popular with all the people involved in
Leon e.g. suppliers, landlords, press, and most importantly our team members
Interaction with Ops and People And Food Directors will be key.
WHAT I KNOW SO FAR ABOUT THE ROLE

4. WHAT I
KNOW SO
FAR ABOUT
THE BRAND

5. Wow, the Leon brand has amazing strength now and potential for the future.
• How to organize some of this brand strength and potential, in a way that
keeps it liberated?
Leon has been built on conviction and the ambition to disrupt convention.
• How to develop a strategy for growth, that maintains the brand ambition to
disrupt and does not let the brand become led by the market?
Leon has some highly engaged fans.
• How to better reward those fans so Leon is a brand that is advocated for, not
advertised?
A NOTE ON MY (FIRST) QUESTIONS

6. LIVE WELL
BE HAPPY
make it easier for people to
adopt and sustain living well
practices
EAT WELL
LIVE WELL
• make it easier for more people
to get naturally fast food, more
often.
• educate more people on the
benefits of eating well and how
they can do it.
KEEP WELL
LIVE WELL
• make it easier for more
people to stay connected to
themselves and well.
• educate more people on the
benefits of staying connected
and well.
PURPOSE
It doesn’t seem Leon
can have just one
Purpose. There was a
founding Purpose, but
there is a bigger long
term Purpose that can
flourish from it.

7. LIVE WELL
BE HAPPY
make it easier for people to
adopt and sustain living well
practices
EAT WELL
LIVE WELL
• make it easier for more people
to get naturally fast food, more
often.
• educate more people on the
benefits of eating well and how
they can do it.
KEEP WELL
LIVE WELL
• make it easier for more
people to stay connected to
themselves and well.
• educate more people on the
benefits of staying connected
and well.
POSITIVE PIONEERINGHONEST ENERGETIC
VALUES
It’s clear Leon has a
myriad of attributes and
like the brand’s design
ethos and individual
restaurants – they are
variations on a few
strong themes.
Yet committing to fewer
strong values will help
the brand expand
successfully and these
are written with all the
attributes I’ve discerned
so far, in mind.

8. LIVE WELL
BE HAPPY
make it easier for people to
adopt and sustain living well
practices
EAT WELL
LIVE WELL
• make it easier for more
people to get naturally fast
food, more often.
• educate more people on the
benefits of eating well and
how they can do it.
KEEP WELL
LIVE WELL
• make it easier for more
people to stay connected to
themselves and well.
• educate more people on
the benefits of staying
connected and well.
POSITIVE PIONEERINGHONEST ENERGETIC
INSPIRE & MULTIPLY
Future Wellness services
(direct & virtual)
Future communities & events
Thought leadership
STRENGTHEN & MAINTAIN
Food
Restaurants
Future food services (direct)
FACILITATE & SHARE
Recipes
Cook5
School Food Plan
Future Nutrition services
(direct & virtual)
TASKS
These tasks are
intended to correspond
to the three Purposes.
Underneath those are
what Leon could do to
answer them.
Leon’s strength is that it
is more of a do brand
than a say brand.

9. OWNE
D
PAID
EARNE
D
TEMP
ECOSYSTEM
PR
Packaging
Leon
Restaurants
YouTube Facebook
In-store
comms
BooksEvents
Instagram Twitter
Leon
Club
Founders
John &
Henry
Cook5
School
Meal
Plan
Team
members
Leonrestaurant.co.uk
Errrr, what’s this?
This is a draft view of all
of Leon’s ‘platforms’ or
channels for
communication to
customers.
It helps identify what is
connected, what its role is
and when KPIs and data
are included, it can help
show what is working well
and what could be
working better for the
brand.

10. OWNE
D
PAID
EARNE
D
TEMP
ECOSYSTEM
PR
Packaging
Leon
Restaurants
YouTube Facebook
In-store
comms
BooksEvents
Instagram Twitter
Leon
Club
Founders
John &
Henry
Cook5
School
Meal
Plan
Team
members
Leonrestaurant.co.uk
Expertise?
The ‘platforms’ or
channels that work
hardest at
communicating Leon’s
expertise and honesty
as a brand.
This builds trust.
EXPERTISE

11. OWNE
D
PAID
EARNE
D
TEMP
ECOSYSTEM
PR
Packaging
Leon
Restaurants
YouTube Facebook
In-store
comms
BooksEvents
Instagram Twitter
Leon
Club
Founders
John &
Henry
Cook5
School
Meal
Plan
Team
members
Leonrestaurant.co.uk
Experience?
The ‘platforms’ or
channels that work
hardest at
communicating the Leon
experience – the brand’s
positivity and energy.
This builds enjoyment
and emotional
connection.
EXPERIENCE

12. COLLABORATE: The brand has been built by passionate people. They must
continue to inform what it is and what it does.
KEEP A BALANCE OF PRINCIPLE AND PRACTISE: Defining the Purpose and
then exploring how best to pursue it, will mean a good balance between thinking
and experimenting and doing.
STAY MORE CONNECTED TO CUSTOMERS: The retail experience is
brilliant, that experience needs to be better extended virtually. Also as the brand
expands globally, the retail experience needs to become ever more local.
MY (FIRST) THOUGHTS ABOUT THE ROLE

13. Create more
distinct
strategies for the
social media
platforms. The
management of
them is awesome,
but they could each
do more distinct
things, plus
Facebook and
Instagram are clearly
much more
successful for the
brand.
SOME (FIRST) THINGS I WOULD DO
Explore how to
tell more of a
story about the
menu items.
Vine videos could help
showcase the lunches
well.
Click
to
watch
Develop a
service initiative
for 2016.
e.g. How to eat
Clean and Lean
for the month of
January.
This can be a scaled up
version of #leanin15
that is more integrated
across channels, drives
sales more directly and
is more evident in
restaurants.
Identify how to
better celebrate
the brand’s
strengths.
External
acknowledgements of
Leon’s points of
difference will help drive
PR.
Develop a view
on Leon
customers,
based on ‘jobs
to be done’
more than
demographics.
“what causes us to buy a
product is we have a job to
do and we have to go out
and find something to buy
to get the job done.
Understanding the job
rather than understanding
the customer is what’s
needed”.
http://jobstobedone.org/

14. THANK YOU