Proper Good [PG], today (Monday Sep 14) made its London debut with the opening of a new restaurant in the heart of Soho, bringing its fresh, fast and flavour-packed food and drink concept to the capital.
Located at 3 Soho Street, just off Oxford Street, the restaurant is the brand’s first site in England and a major step in its continued expansion.
Londoners can get stuck into the PG bold and flavour-packed menu, where classic favourites get a fresh and nutritional twist. Expect everything from South Korean-inspired UFO buns and loaded salads to rice bowls packed with flavours including Miso Tuna, Gochujang Tofu and Chimi Chicken. On the side, there’s Feta Tzatziki, Ginger Slaw and more, plus PG signature drinks, electrolyte blends and its social media-famous frozen fruit desserts topped just the way you like them.
Professor Green, Musician, Musician, Foodie and Partner for PG, said: “Opening PG in my home city feels surreal. This is the place that inspired me in so many ways growing up, so bringing the brand to London is a really proud moment.
“I can’t wait for people to experience the food for themselves. I believe that the best ideas come from creativity, personality and different influences coming together, and that’s what we’ve built with PG. Being able to bring that back to the city and communities that helped shape me makes this opening even more special.”
PG is founded in partnership with Professor Green and Hero Brands, the team behind successful concepts including German Doner Kebab and Sides with the Sidemen.
Rebecca Tye, Managing Director of PG, added: “Opening in London is a major milestone for PG and an important step in our growth journey. As one of the world’s most influential food and culture destinations, Soho is the perfect place for us to continue building the brand and introducing more people to what PG stands for.
“As the brand continues to evolve, our focus is on creating something that reflects today’s culture, brings people together through shared experiences and delivers what modern consumers value – a community brand that delivers quality in a fun
Way.”
The launch has been supported by local out-of-home media, partnering with Outernet London, and is teasing the launch on their iconic screens outside Tottenham Court Road.
