case study | Egg soldiers
PG Fast Food:
Rewriting the Rules with Professor Green
Rewriting the Rules with Professor Green
Egg Soldiers partnered with the founders of PG Fast Food to develop a new QSR concept designed to deliver loud, nostalgic flavours through a modern, scalable and feel-good lens.
PG Fast Food
Our Client
Our Client
PG Fast Food was built around a simple but powerful idea: fast food should feel as good as it tastes.
Co-founded by Professor Green, the brand draws on a deep connection to culture, community and everyday food moments — from post-gym meals to late-night comfort.
The ambition was to create a concept that could flex across occasions, delivering high-impact, chef-led flavours through a more modern, balanced approach to fast food.
Co-founded by Professor Green, the brand draws on a deep connection to culture, community and everyday food moments — from post-gym meals to late-night comfort.
The ambition was to create a concept that could flex across occasions, delivering high-impact, chef-led flavours through a more modern, balanced approach to fast food.
PG Fast Food
The Brief
The Brief
Egg Soldiers were brought in to help define and develop the food offer for PG Fast Food, creating a concept that could work across multiple occasions while delivering strong flavour, operational simplicity and commercial scalability.
Working closely with the founders, our role was to shape the F&B strategy, menu architecture and product development behind the brand, turning a pioneering vision into a clear, executable food concept.
Working closely with the founders, our role was to shape the F&B strategy, menu architecture and product development behind the brand, turning a pioneering vision into a clear, executable food concept.
PG Fast Food x Egg Soldiers
Key Project Elements
- Trend-Led Concept StrategyWe started by stepping back from the menu and looking at the wider landscape.
The lunch-led, health-first model was losing relevance, replaced by demand for more flexible, flavour-driven food that fits across multiple occasions.
Combined with a growing appetite for culture-led brands, this insight shaped a new direction for the concept — one built around flavour, relevance and everyday appeal. - Creating the Hero: New Formats, Built for CravingWe built the menu around trend-led, high-impact formats.
At the centre are the UFOs - sealed, toasted handhelds packed with flavours like Miso Salmon, Pot Roast Beef and plant-based builds with punchy sauces.
Alongside this, loaded rice bowls and salads offer flexibility - from lighter options to fully loaded, indulgent builds.
To complete the offer, Dirty Sodas bring a playful, customisable drinks platform.
The bottom line? A menu that feels fun and distinctly PG. - Delivering Real-World OutputWe translated the concept into a practical, operationally efficient model.
This included simplified menu architecture, recipe development, costing support, clear build systems and launch implementation guidance.
The result was a food offer designed for consistency, speed and scalability.
PG Fast Food
The Result
The Result
PG Fast Food launched with a clear point of view: big flavours, flexible formats and a system designed for how people actually eat today.
From UFOs and loaded bowls to Dirty Sodas and globally inspired flavour profiles, the menu delivers a craveable experience that feels both nostalgic and new.
Behind the scenes, a simplified operational model supports speed, consistency and future growth, helping turn the concept into a scalable fast food brand.
And the frozen grapes dessert option? You've got to try them.
From UFOs and loaded bowls to Dirty Sodas and globally inspired flavour profiles, the menu delivers a craveable experience that feels both nostalgic and new.
Behind the scenes, a simplified operational model supports speed, consistency and future growth, helping turn the concept into a scalable fast food brand.
And the frozen grapes dessert option? You've got to try them.
PG Fast Food
Launch Night!
Launch Night!
Egg Soldiers were live on site at the launch of PG Fast Food in Glasgow, Scotland, with Charlie Casey (Account Director) and Tyla Merven (Development Chef) guiding the launch team and ensuring a smooth debut for the new brand.
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