Proper Good to open first London site in Soho, partnered with Professor Green

# What happened Proper Good will open a restaurant at 3 Soho Street in London this September. This is the chain's first location in England and its second UK site overall after a Glasgow opening earlier in 2026. The launch brings a branded partnership with musician Professor Green (PG) and operations through PG Food, connected to Hero Brands.

# Where the site sits Street, in a neighborhood the company describes as one of London's most culturally diverse. The brand named London a long-term target market and chose this high-street spot to reach shoppers and workers in the West End.

# What the concept serves Proper Good positions itself in fast-casual with a buildable, component-driven menu. Key items called out in the announcement include:

• South Korean–inspired UFO brioche hot rolls
• Loaded salads and loaded rice boxes
• A selection of sides
• A drinks line branded Electrolytes
• Frozen fruit desserts available with a range of toppings

The menu language emphasises creativity and choice within fast service: customers can mix components to create bowls, rolls or dessert builds aimed at the high street.

# Who's behind it The brand is presented as a partnership between Professor Green and Hero Brands. Professor Green is publicly quoted in the company release about bringing the concept to London. Rebecca Tye, managing director of PG Food, is quoted on London as a target market and on changing consumer expectations: she frames Proper Good as offering faster service while meeting evolving demands for variety and higher-quality ingredients.

# What the statements say

Rebecca Tye: She said London had long been a target market and argued that while people still want fast service, they now expect more creativity, choice and better-quality ingredients — qualities PG aims to deliver on the high street.

# Business context and signals This London opening follows Proper Good's earlier UK expansion to Glasgow, signaling a UK growth push rather than a single pop-up. The operational link to Hero Brands places Proper Good alongside other creator- and influencer-driven food concepts that Hero Brands has been associated with, indicating a strategy of building mainstream fast-casual outlets around public figures and defined menu themes.

# What to watch next

• Actual opening day service and menu execution at 3 Soho Street. Early reviews will show whether the build-your-own approach performs well in a competitive West End location.
• Pricing and speed of service compared with nearby fast-casual and high-street options.
• Whether Proper Good expands further in London or the rest of England following the Soho launch.

# Bottom line Proper Good's Soho Street launch is a deliberate step into London's high street market, combining a creator-led brand identity with a menu that mixes Korean-inspired rolls, bowls and dessert builds. The opening tests the concept's appeal in a dense, diverse central-London trade area and will signal whether the brand can scale further across England.