Heading down to Soho to fast food seemed like it would be more of the same, instead, Ayo left the restaurant with a different feeling than he usually does from fast food – he felt clean
A new restaurant in the heart of Soho isn’t usually anything to get excited about; it’s a common theme. Yet, when a new spot is opened by somebody who grew up in the same area as you and is one of London’s first rappers to get a decent level of success, it’s worth a visit.
That’s why I headed down to Tottenham Court Road and popped into Proper Good [PG] Food. The restaurant, opened by British rapper Professor Green and Hero Brands, stands out with its red storefront. Away from the chaos of the main Soho, it instantly catches your eye. That’s a tick for the aesthetic purposes.
As I walked inside and down the ramp, the shop was small but cosy. At 6’5, my head was close to the ceiling as I walked down the ramp, but that is a usual experience for me.
The brickwork, neon lights, and pixelated feel gave me a nostalgic feeling of 90s and 2000s video games. The food, as Professor Green himself describes it, is meant to be fast but good.
A twist on the usual fast-food offerings, PG offers a variety of rice boxes with different toppings, as well as South Korean-inspired UFO buns. The rice bowls instantly caught my eye. Pot roast beef, chimichurri chicken, or BBQ chicken with rice, salad, and greens? I felt like this was a cheat code.
I settled on the pot roast beef brisket, which came with beef, cheese, avocado, edamame, and chilli-and-lime slaw. A mouthful that had me ready to drool. A meal deal can see you combine a rice box with a side of mini bites, which are these delicious baked tater tots that come with a variety of sauces. However, for me, the highlight was the chicken salt, which was available as an option to sprinkle on top. I haven’t had chicken salt since I was in Australia, so this felt like a long-overdue treat.
The rest of the menu offered loaded salad bowls, loaded puffs, and frozen fruit dessert options.
I was sceptical of these celebrity-backed restaurants that usually come with all the hype but don’t deliver. Thankfully, my scepticism was misplaced this time.
The rice box was flavourful. It hit every spot I needed it to, and the baked tater tots were a perfect side dish. Every bite of the brisket and avocado paired well, and I didn’t get that unclean feeling I usually get with a lot of oily fast food. The food could have had a bit more of an explosion of flavour, but for the price and speed, I actually had no complaints.
I enjoyed it, and a meal deal with a drink comes to £8.99, which is, sadly, actually very good value for London these days, especially in Soho.
The electrolyte drinks are also a welcome addition, with a focus on replenishing sodium and restoring hydration. I feel they will be a popular purchase for members of running clubs and for those working out on their lunch breaks, looking for a post-workout refresher.
Prior to opening in Soho, PG Food had first opened in Scotland and then abruptly closed. I made sure to ask Green about this, as many people online speculated that they had just used Scotland as a tester and had now left it in the lurch.
His response explained exactly what happened. He said: ‘We did a pop-up in Glasgow to learn everything so that we could launch properly here [in Soho]. We will be returning to Glasgow! We were in such a small shop, and to enjoy a space, you need to be able to sit in it, which we didn’t have before. We will be [absolutely] be coming back to Glasgow.’
I had to get back to my meal, however, and get some dessert. Frozen grapes with white chocolate cookie crumble? I’ve never even thought to put those together, yet it worked perfectly. The white chocolate started melting, the sauce was delicious, and the frozen grapes were refreshing – it felt like a lovely palate cleanser.
The shop had started to fill up at around 12.30pm on a Tuesday afternoon. It also helped that they were offering half-price meal deals for the week.
As I left, my belly didn’t have that heavy feeling of oily food sitting in my belly. Instead, it felt as if I had a clean, nutritious meal. Given that its competitors are fast-food restaurants, I can see it doing well. Getting a whole meal under £10 is not something to ever complain about.
Proper Good Food is located a 3 Soho Street, W1D 3DG.
