LEON

Leon, a UK-based fast food chain, is committed to balancing speed, nutrition, and sustainability across its 70+ locations in the UK and Europe. As the hospitality industry accelerated its digital transformation, Leon recognised the need to enhance customer touchpoints across app, kiosk, and web while maintaining a cohesive brand experience.

Our role was to shape and deliver a scalable design system, creating a consistent, customer-centric digital experience that would also align with the digital strategies of Leon’s parent company, EG Group.

Defining a Future-Ready Digital Strategy

To position Leon at the forefront of hospitality innovation, we focused on:

• Seamless omnichannel experience – Ensuring consistency across app, kiosk, and website.
• Customer-driven design – Refining digital interactions for effortless transactions and deeper engagement.
• Scalability for multi-brand adoption – Creating a shared design system that EG Group could apply across its sub-brands (including Starbucks and Cinnabon).

By embedding brand values into digital interactions, we strengthened Leon’s customer loyalty, operational efficiency, and market differentiation.

Building a Scalable Digital Design Framework

To ensure high-impact, research-driven solutions, we conducted:

• Customer journey mapping – Understanding segment behaviors across in-store and digital experiences.
• Industry benchmarking – Identifying best-in-class digital touchpoints from hospitality and beyond.
• Agile prototyping & design sprints – Rapid ideation and validation of new customer engagement opportunities.
  

Future-Proofing Hospitality Digital Experiences

With the EG Group’s acquisition of Leon, our work laid the foundation for:

• Cross-brand digital standardisation – Ensuring Leon’s innovations could scale across EG’s portfolio.
• Enhanced personalisation strategies – Leveraging data-driven insights to refine customer interactions.
• Greater agility in digital expansion – Enabling Leon to quickly adopt and adapt emerging digital trends.

By delivering a scalable, innovation-driven approach, we have helped Leon redefine hospitality digitalisation, creating a seamless, high-impact customer experience across every digital touchpoint.