Healthy fast food has always been a puzzle that very few, if any, brands have solved in the United States.

Neat Burger, a vegan burger chain backed by Leonardo DiCaprio and Formula 1 icon Lewis Hamilton, for example, closed all its US locations in May. Planta, a plant-based food chain, closed half its locations in September after a Chapter 11 bankruptcy filing.

Big fast-food chains have also failed with their efforts at offering healthy products. McDonald’s McPlant, a plant-based burger, only lasted a few months, while Dunkin’ quietly let its heavily hyped Beyond Meat partnership expire in 2021 after less than a year.

McDonald’s former President Joe Erlinger made it clear at the Wall Street Journal‘s Global Food Forum in June 2024 that consumers don’t want “McPlant or other plant-based proteins from McDonald’s.”

Dedicated healthy restaurant chains, even ones not offering solely vegan or vegetarian menus, have struggled as well. Leon, a United Kingdom-based chain offering Mediterranean-inspired, naturally fast food, closed all its U.S. locations and has now fallen into administration, essentially Chapter 11 bankruptcy in the UK.

Healthier food is more expensive

Erlinger laid out the biggest problem facing healthier fast food products and chains during his remarks at the Food Forum.

“Some of it’s driven by affordability,” he said. “Chicken is less expensive to produce, and so for a consumer that’s looking for more affordable food, chicken is a great option right now.”

That problem is not unique to McDonald’s, especially during this period where both the US and global economies have struggled. Chipotle, which has higher menu prices than traditional fast-food chains, has also struggled.

The Mexican chain’s CEO, Scott Boatwright, described the current operating environment as “a dynamic consumer backdrop with our guests placing heightened focus on value and quality and pulling back on overall restaurant spending” during Chipotle’s fourth-quarter earnings call.

“As we move into 2026, the consumer landscape is shifting with a heightened focus on value,” he added.

Chipotle did grow global sales by 5.4% while seeing comparable store sales drop by 1.7% for the full year, but its relative struggles as a higher-priced food brand show just how challenging an environment Leon faces.

Leon has been a victim of a challenging economy.

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Leon closed 22 locations

“Leon, a British chain famous for its halloumi burgers and ‘natural fast food’ options, has cut 244 jobs after closing 22 restaurants since administrators were called in at the end of last year,” according to The Mirror.

The chain was placed into administration, the UK’s version of a Chapter 11 reorganization, after founder John Vincent bought the chain from ASDA, a UK grocery chain with over 500 locations. He was believed to have paid between £30m and £50m to reacquire the brand, just four years after selling it.

Leon recorded losses of £12.5m in 2023, £8.3m in 2024, and £10m in 2025, according to draft figures, according to The Mirror.

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In January, Vincent said the business had drifted from its “core values” and suggested it had been ignored by its former owners.

“In the last two years, Asda had bigger fish to fry, and Leon was always a business they didn’t feel fitted their strategy,” he added.

Leon left the U.S.

The fast-food chain used to operate U.S. locations in Washington D.C. and Virginia. Those were closed shortly after Vincent sold the chain.

“We have loved our time in D.C. & Virgina and will be forever grateful for the welcome you gave us…We’re saying goodbye for now to focus on LEON in the UK and Europe, where our journey to create better fast food began 17 years ago,” the chain posted on its U.S. website.

Fast-food and the American consumer

A survey of 2,000 Americans from Lending Tree found that Americans have cut back on fast-food spending, and price is a key reason.

“Rampant inflation has forced millions of Americans to reassess their spending habits. For many, that has meant fewer trips to the drive-thru for that burger, burrito, or spicy chicken sandwich they love — and even a change in how they perceive fast food,” the study showed.

Some key findings included:

  • Americans love fast food, but costs are forcing them to curb their cravings. 3 in 4 Americans typically eat fast food at least once a week, but the majority (62%) say they’re eating it less due to rising prices. In fact, 65% of Americans have been shocked by the high price of a fast-food bill in the past six months.
  • Are burgers the new Birkins? 78% of consumers view fast food as a luxury because it’s become increasingly expensive. Additionally, half of Americans say they view fast food as a luxury because they’re struggling financially. This is especially true among Americans who make less than $30,000 a year (71%), parents with young children (58%), Gen Zers (58%) and women (53%).
  • Americans are opting for food at home. While 67% of Americans agree fast food should be cheaper than eating at home, 75% say this isn’t the case. Further, nearly half (46%) say fast-food restaurants cost similarly to their local sit-down restaurants, while 22% say fast food is more expensive. When asked about their go-to for an easy, inexpensive meal, 56% cite making food at home.

Many consumers simply no longer see fast food as a good value.

“Just 14% of consumers view them as a good value, while nearly a quarter (23%) now consider them a treat or reward, per consumer insights platform Zappi. That’s a notable shift for a category long associated with affordability,” according to EMarketer. “That helps explain why nearly a third (31%) of US adults have cut back spending on fast food.”

Related: McDonald’s follows Chipotle in growing new food trend