SIDES, a fried chicken brand, reports it’s on track to open 10 locations this year, creating 100 jobs and expanding the brand’s footprint into the North of England and Scotland.
SIDES interior concept image.
Part of the Virtual Hero Group and describing itself as a ‘game-changing chicken brand’, SIDES is also set to open its first dine-in restaurant and will open in shopping centres, accompanying SIDES existing virtual restaurants.
Robin Mehta, chief executive of SIDES, said: “We are keen as a brand to keep evolving and our new high street restaurants will do that alongside furthering our reach in the UK as part of our larger growth target of 200 SIDES sites globally in the next 10 years.”
The brand said it is springboarding growth through unique product development and innovation, including its most-recent offering, Nashville inspired chicken, dipped in paprika spiced oil with five increasing levels of heat.
YouTube collective
SIDES said that a well-known YouTube collective, The Sidemen, who have created an international audience of 84.5 million YouTube subscribers, developed the chicken brand. The Sidemen – Olajide ‘JJ’ Olatunji (KSI), Harry Lewis (Wroetoshaw), Simon Minter (Miniminter), Vik Barn (Vikkstar123), Josh Bradley (Zerkaa), Ethan Payne (Behzinga) and Tobi Brown (TBJZL) – are seven best friends who became a collective group in 2013.
SIDES exterior concept image.
The Sidemen will continue to add to the brick-and-mortar portfolio of SIDES as it launches on the high street. These new locations will add an experiential element to the SIDES dining experience with interactive elements and subtle nods to YouTube culture. Its flagship restaurants will be larger, with screening spaces alongside room for parties and launch events to make it a must-visit for any Sidemen fan.
Bradley of The Sidemen, said: “The fans have been crying out for more SIDES locations, so we are excited to meet the fever pitch demand with more restaurants across the UK.
“Our first ever high street store will be a special moment for all of us and we cannot wait for everyone to try them as they will be a real celebration of the Sidemen ahead of our 10-year anniversary as a group.”
Mehta comments: “At Virtual Hero, we are responding to emerging consumer trends and are looking to build an ecosystem of the brands of the future. The Sidemen are representative of exciting and relevant British talent being at the forefront of new trends and the expansion of SIDES shows that this collaborative concept not only works but thrives.
“The virtual locations have allowed us to rapidly reach more people across the nation but we are thrilled to expand our brick-and-mortar offering this year. The high street restaurant is a fresh concept for creating a new form of engagement for fans.
“Alongside our shopping centre locations, these additional brick-and-mortar restaurants will bring us to the focal point of communities. It will allow fans to be able to access an unrivalled Sidemen experience in their area alongside a new evolved menu offering.”
SIDES has already launched in Market Place, Harrow, marking its third physical site in the UK, following outlets in London entertainment venues BOXPARK Wembley and Gravity Wandsworth.
SIDES is available for delivery via the major food delivery platforms UberEats and Deliveroo across key locations in the UK.
The Virtual Hero Group, a subsidiary of Hero Brands, operates three other fast-casual food chains – German Doner Kebab, Choppaluna and Island Poké.
Posted: 2nd June, 2023