PICK.YOUR.OWN. (P.Y.O.), the London-based grab-and-go concept, has secured investment to accelerate its rollout across the capital.
The funding from Frontive Group and Cervus Investments will enable P.Y.O. to open multiple new sites in the next six to nine months.
Founded by Christian West in 2024, P.Y.O. specialises in organic product and regeneratively farmed ingredients.
The concept opened its first site on Mark Lane in the City last December, and has since built a loyal following for its quality-first salads.
Ingredients include sockeye salmon, regeneratively farmed meats, and seasonal British vegetables, prepared fresh on-site daily.
P.Y.O. aims to make premium quality accessible in a convenient format, with a fully customisable menu centred around sustainability.
The brand also has a subscription model that offers customers discounted meals and reusable packaging.
It is on track to achieve a B Corp certification within its first year.
Commenting on the funding, founder Christian West said: “Securing this investment less than a year after opening is a huge milestone for P.Y.O. It’s a testament to the incredible traction we’ve built and the appetite in the market for higher-quality, provenance-led food. We’ve proven that people want to choose better when it comes to their food, and with this funding, we’re in a strong position to bring our vision to more people across London.”
Rahul Shah, CIO of Frontive Group, added: “P.Y.O. is well-positioned to capitalise on London’s increased demand for premium, healthy eating options. This deal demonstrates Frontive’s commitment to support exciting brands and talented founders reach the next level. We are delighted to partner with Christian as we continue to strengthen our footprint in the F&B sector.”
