Posted:20-August-2026
Proper Good [PG] in partnership with Professor Green to launch in London this September
Proper Good [PG] has announced plans to open a new quick service restaurant at 3 Soho Street, marking the brand’s first opening in England and a significant milestone in its growth ambitions.
Following the launch of its debut Glasgow restaurant earlier this year, the Soho Street opening will become the second location for the fast-growing food and drink brand, founded in partnership with Professor Green and Hero Brands, the team behind successful concepts including Sides with the Sidemen.
Inspired by fresh takes and nutritional twists, PG brings a fresh perspective to food and drink on the high street and is set to rival traditional legacy fast-food brands. The menu features South Korean-inspired UFO brioche hot rolls, fresh loaded salads, loaded rice boxes, nutritious sides, signature drinks including their Electrolytes range, and the brand is becoming particularly favoured for bringing internet-famous frozen fruit desserts to the high street with a variety of toppings.
Located just moments from Oxford Street, the Soho Street restaurant places PG at the heart of one of London’s most vibrant and culturally diverse neighbourhoods, making it a natural home for the next chapter of the brand.
Professor Green, Musician, Foodie and Partner for PG, said: “Bringing PG to London is a proud moment for me. I grew up here and it's this community that shaped me. And, like in music, creativity comes from the world around you – from different people, cultures and influences colliding. That's what I love about PG. It's bringing that same mindset to food and drink and is building something fresh for today's high street.”
Rebecca Tye, Managing Director of PG Food, said: “London has always been a key market for PG Food and Soho Street is the perfect location for our next stage of growth. We created PG because people still want food served fast, but expectations around food continue to change. Consumers are looking for more creativity, more choice and better quality ingredients and that's exactly what we're bringing to the high street.”
The restaurant is expected to open mid-September.
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