PICK.YOUR.OWN. (P.Y.O.), the London grab-and-go brand using organic, regeneratively farmed ingredients, has secured investment from Frontive Group and Cervus Investments to expand across the city.
The investment will allow P.Y.O. to launch several new sites over the next six to nine months, with further expansion plans underway.
Founded by Christian West, P.Y.O. launched its first location on Mark Lane near Fenchurch Street in December 2024. In just eight months, the brand has gained a devoted following by serving fresh, flavour-packed salads and prioritising quality, featuring ingredients such as wild sockeye salmon, regeneratively farmed meats, and seasonal British vegetables, all prepared fresh on-site daily.
Drawing from suppliers typically linked to fine dining, P.Y.O. delivers premium-quality meals in a fast, convenient format, with sustainability at the core of its mission.
P.Y.O.’s fully customisable menu, alongside a subscription model with discounted meals and reusable packaging, encourages customers to “choose better” for themselves, their wallet, and the planet. The brand is on course to achieve B Corp certification within its first year, underscoring its commitment to environmental and social responsibility.
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 said: “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.”