Called Feed Britain, it will initially be tested within the M25, in partnership with Covent Garden based supplier and delivery logistics company Premier Fruits, although Leon is in talks with more logistics companies and suppliers to expand the service outside London.
Last week the company announced the launch of the service, where all the profits of the delivery scheme will go back into the NHS and helping the vulnerable and elderly.
The offer includes a box of daily essentials, containing a selection of dairy, including semi-skimmed milk, salted butter and mature cheddar cheese, as well freshly baked sliced loaves of wholemeal and white bread, six free-range eggs, and a bottle of freshly squeezed orange juice; and one of market fruit and vegetables that contains 15 different types of fruit and vegetables ‘to roast, blend, steam, saute or eat straight from the fruit bowl’.
The healthy fast food brand is also delivering boxes of its family meals and vegan family meals, comprising three slow-cooked ready meals from its restaurant menu - the former made up of Brazilian black beans; Thai green chicken curry; and chilli con carne and the latter featuring Brazilian black beans; gobi and coconut, jackfruit and lime curry. Each box comes with 1kg of brown rice.
“The most important thing for us was getting it live so we can help people. So many people are saying they can’t get food – the vulnerable, the elderly, people working in the NHS,” says Leon managing director Shereen Ritchie.
“It’s really important we do as much as possible during this time to help.”
The move, which follows Leon converting its restaurants into grocery stores, represents a major shift for the brand into e-commerce. “It’s a massive shift. It probably took 48 hours to switch our mindset from running rests to e-commerce,” says Ritchie.
“John [Vincent, Leon CEO] talks about being like water, being in the moment and floating. We brainstorm, we work out the blockages, and we find a way to resolve out the issues, a way for the water to run to the bottom the hill.
“It’s been a lot of work, but it’s been really rewarding and we look forward to making a difference and helping people.”
Feed Britain will deliver Monday to Saturday inclusive of bank holidays with boxed being dispatched within four to seven days from when the order was placed. Each order has a £4.95 delivery charge.
