ProToGo, the healthy eating concept, is nearing completion on a £250,000 investment round to fund its first bricks and mortar site, MCA has learnt.
Founder Valérie Aelbrecht told MCA she was finalising on a shareholder agreement, with the private investment coming from individuals outside the industry.
She said she would look to open her first grab and go site in St Paul’s or Moorgate in May, having established that most delivery customers were office workers from this area.
Aelbrecht founded the high-protein concept around 20 months ago as market stall in Spitalfields and Finsbury Square, which allowed her to test and refine the offer, before going into pop-ups and then focussing on delivery.
She said she wanted to open more than one site in the City, and had her eye on international expansion.
Aelbrecht told MCA: “I’ve always wanted to have a bricks and mortar site. Having a store in the street gives you credibility - while we had pop-ups we saw online sales doubling. When they see your name on the door it gives you that little extra and helps those online sales.
“We definitely want to open more than one shop. The long-term goal is to open abroad. Our first focus is the City of London, and we will take it from there. We want to increase our online sales as well.”