Life in the Fast (Food) Lane
We have long been admirers of Leon restaurants, since they opened their first shop on Carnaby Street back in 2004. Their empire has grown a bit since then and it has only made them better. Their food and design is immaculate – pushing the fast food scene to ever-better places. So when they asked us to do what we’d dreamed of for years (rollout their menus) it was a big yes.
Their challenge was simple: a small, highly talented in-house design team was weighed down by the burden of endless versioning for their various restaurants. They needed a rollout agency that could take on the complexities of menu versioning and run with it, working closely with their studio to keep the designs as clear and beautiful as possible.
The variations of the menus was driven by the restaurant locations. While there were core items and key menu changes every season, each Leon placed emphasis on different types of food. A Leon in St Pancras station has to cater to people on the move, whereas people take more time to stop and savour their food in a town centre
We devised a ruthlessly efficient system for briefing, amends and sign-off that ensured a frictionless delivery – meaning Leon could focus on making amazing quality fast food.
Side point, but working on the menus made us all so very hungry.
“I think I love you.”
– LEON Restaurants