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Professor Green teams with Hero Brands to launch PG in UK

PG Fast Food is shunning the traditional burger-and-fries blueprint in favor of a "naughty but nice" menu that emphasizes choice. Offerings include the "UFO" — a filled and sealed toasted pocket — salad and rice bowls, dirty sodas and Ice Grapes.

Professor Green and Rebecca Tye, managing director at PG Fast Food, opened the first location March 4. Photo: PG

March 13, 2026 by Cherryh Cansler — Editor, FastCasual.com

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The UK fast casual sector has a new heavyweight contender. PG Fast Food, a collaboration between hospitality powerhouse Hero Brands, which owns German Doner Kebab, and British musician and entrepreneur Professor Green, opened its first doors last week in Glasgow.

The brand's mission is to deconstruct and redefine the fast-food experience, leaning heavily into nostalgia while prioritizing a modern, community-centric model. With one site operational and a second already in development, the venture is positioning itself for a rapid nationwide scale-up through franchising, said Professor Green.

A Menu of UFOs and dirty sodas

PG Fast Food is shunning the traditional burger-and-fries blueprint in favor of a "naughty but nice" menu that emphasizes choice. The signature offering is the UFO — a filled and sealed toasted pocket — alongside salad and rice bowls loaded with nostalgic British flavors like the All Day Cheesy Beano, BBQ Chicken and Pot Roast Beef.

The beverage program is equally distinct, introducing the dirty soda trend to the UK market. Customers may choose from combinations like the Cola Cherry Bakewell and Cotton Candy Unicorn or create custom concoctions using soda bases, creams, purees and caffeine drizzles.

What are Ice Grapes?

One of the most original menu items, however, could be Ice Grapes. Instead of serving traditional soft serve ice cream for dessert, the menu features frozen grapes with toppings ranging from agave and tajin to white raspberry.

"PG Fast Food began with a simple idea: to make fast food better, without stripping away the fun or flavor," Professor Green said in a company press release. "We want to promote a healthy relationship with food. We're here to shake things up, stay true, and bring our food to more people across the country."

The chain is unaware of other QSR brands offering frozen grapes, especially among established players.

"So we could be considered pioneers in the QSR sector," a company spokesperson told FastCasual.

Built for scalability

The partnership with Hero Brands, which also owns Sides, a fried chicken brand launched by YouTube collective The Sidemen, is structured from the "bottom up" to support a franchising model, focusing on operational excellence and cultural relevance.

"The opening of our first site represents the start of something genuinely unique," Rebecca Tye, managing director at PG Fast Food, said in the release. "We set out to build a brand that brings something new to the market — fast food that feels fresh, playful and real."

The Glasgow launch serves as the proof-of-concept for a wider UK rollout.

OperationsGerman Doner Kebab

About Cherryh Cansler

Cherryh Cansler is VP of Events for Networld Media Group and publisher of FastCasual.com. She has been covering the restaurant industry since 2012. Her byline has appeared in Forbes, The Kansas City Star and American Fitness magazine, among many others.

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