Proper Good is a fast-casual restaurant concept from British rapper and entrepreneur Professor Green, bringing a customisable approach to fast food dining to the heart of central London. Following the success of its original Glasgow site, the Soho location brings the same convenience and speed, with a menu built around fresh ingredients, customisation, and Asian influences.
Proper Good centres on a build-your-own meal format that allows diners to tailor their food however they like. Guests begin by choosing from a selection of bases, which may include options such as loaded rice, salads, potato puffs and a South Korean-inspired UFO brioche rolls. From there, meals can be customised with a variety of toppings and proteins - including options like miso salmon, pot roast beef, cheesy beans or pickled red chilli peas - as well as sides like probiotic slaw and avocado edamame, and a variety of sauces such as yoghurt ranch dressing, or spicy chimichurri.
Drinks are modern, quirky and bring influences from Asia with matcha-based beverages and fruit-forward refreshers like blueberry boba, raspberry lime cola and strawberry shortcake.
Desserts are just as playful, offering lighter alternatives to classic fast-food sweets, like frozen grapes, as well as upside down cheesecake.
Located between Oxford Street and Soho Square, Proper Good finds its home in one of London's busiest dining and shopping districts. The casual setting is designed to appeal to a broad audience, from office workers and visitors to families and takeaway customers looking for something different from the standard burger-and-fries formula.