PG’s Rebecca Tye on disrupting fast food, ambitious growth and working with Professor Green

PG is setting out to offer a fresh alternative in the UK’s fast food market, combining globally inspired flavours, familiar favourites and a baked-not-fried menu with an ambitious franchise model.

HRC caught up with Rebecca Tye, Managing Director of PG, about the chance encounter that sparked the brand’s partnership with Professor Green, the thinking behind its signature UFO buns and the company’s plans to grow to more than 100 UK locations.

What is your background in the hospitality sector?

My background is primarily in retail, having held senior roles with M&S and WHSmith Travel. Throughout my career, I've also worked closely with hospitality-led parts of those businesses, from owned cafés and food-to-go concepts to franchise partnerships such as Costa Coffee. That combination of retail, food and hospitality experience has given me a strong understanding of how to build brands that deliver great customer experiences at scale.

How did your partnership with Professor Green come about?

When Hero Brands was developing Proper Good (PG), we wanted someone at the heart of the brand who genuinely believed in the vision and was passionate about creating better food experiences. Professor Green [real name Stephen Manderson] was an obvious fit. He shared our belief that food should bring people together and offer more choice without compromising on flavour. As luck would have it, Stephen and Hero Brands Vice Chairman Ed Duah met by chance in a restaurant in London. What started as a conversation quickly became a shared vision, and that's how the partnership behind PG came together.

How would you describe the Proper Good brand to anyone unfamiliar? 

PG is bringing something new to the high street. We're serving fresh takes on familiar favourites, combining creative flavours and nutritious ingredient twists with fast service and great value. Whether it's a quick lunch, a catch-up with friends or a treat on the go, PG is designed to be an accessible place where people can enjoy good food, discover new flavours and take a break from the everyday.

Tell us about some of the highlights of the PG menu

The menu is all about choice and discovery. Our signature product is the UFO, a toasted brioche bun inspired by Korean street food and filled with recipes such as Miso Tuna, Chimi Chicken and Gochujang Tofu. Customers can also enjoy loaded rice boxes, fresh salads, baked potato puffs, Iced Fruit desserts and an extensive drinks range, from iced coffees and matcha to our signature sodas. Everything is baked, not fried, and designed to deliver big flavour with a fresh twist.

How is PG aiming to disrupt the fast food/QSR market? 

We're taking a fresh approach to food served fast. Customers today want more choice, more flavour and better ingredients, and we're building a brand around those expectations. From globally inspired flavours and nutritious ingredient twists to greater menu variety and strong value, we're bringing something different to the high street. We want to make trying new foods and flavours more accessible and fun, whether that's inspired by travel, street food or ideas shared online. Ultimately, our ambition is to build the future of fast food: exciting, affordable and shaped by what customers actually want.

What is the PG approach to franchising?

PG was built with franchising in mind. We're looking for ambitious partners who see the opportunity to help build the next generation of food served fast. Our baked-not-fried model means lower fit-out costs, greater property flexibility and a highly scalable operating model, creating an attractive proposition for multi-site franchise operators.

Where do you see PG in five years’ time?

In five years' time, I'd like to see PG established on more than 100 high streets across the UK and recognised as one of the country's leading QSR brands. More importantly, I want us to keep evolving. Progression is built into everything we do, from the menu and customer experience to the way we grow the business. Our ambition is to become the brand people think of first when they're looking for great value, exciting flavours and food served fast. 

Find out more at pgfastfood.com.