PICK.YOUR.OWN. says the funding, the level of which has not been disclosed, will enable it to ‘open multiple new sites within the next six-to-nine months’.
Founded by Christian West, the group opened its first bricks and mortar site in December last year on Mark Lane in the City.
As the name suggests, PICK.YOUR.OWN. offers a grab-and-go menu of made-to-order salads with ingredients including wild sockeye salmon, regeneratively farmed meats, and seasonal British vegetables.
Customers are also able to sign up to a subscription model that will gives them access to discounted items, reusable lunch boxes, and cups.
“Securing this investment less than a year after opening is a huge milestone for P.Y.O.,” says West.
“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.”
PICK.YOUR.OWN.’s investment comes at a time of significant activity in the healthy eating food-to-go category.
London-based The Salad Project announced back in May that it will open four new venues over the summer.
Fellow London brand Atis also continues to expand, recently opening its eleventh site with further growth on the cards.
Additionally, Pret a Manger recently responded to the rising popularity of salads with the launch of a new Super Plates range.
Positioned as offering bigger, more nutrient-packed salads, the Super Plates range comes in four flavours: chipotle chicken, butternut mezze, miso salmon, and shawarma chicken.
“PICK.YOUR.OWN. is well-positioned to capitalise on London’s increased demand for premium, healthy eating options,” says Rahul Shah, CIO of Frontive Group.
“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.”