Sides “on track” to reach 200 locations by the end of 2022

By Joe Lutrario contact

- Last updated on GMT

The Sidemen's Sides “on track” to reach 200 locations by the end of 2022

Related tags: Sides, Sidemen, Virtual Hero, Reef Technology, delivery

The Sidemen’s delivery-only brand Sides is targeting a total of 200 sites both in and outside the UK by the end of the year.

Launched only late last year in partnership with the Hero Brands-owned Virtual Hero and REEF Technology,​ Sides currently has 61 UK sites. The majority are in London but Sides is also available in cities including Leeds, Manchester and Birmingham. 

It also runs a number of sites in the Middle East and says it will have 40 sites operating in major US cities by the end of the year. 

The brand leverages The Sidemen’s 26 million followers and offers a choice of a protein - either chicken or plant-based option - paired with either a ‘sando’ slider or salad. Sides include waffle fries, mac ‘n’ cheese, slaw, onion rings, and cheese poppers.

“At Virtual Hero we are responding to emerging consumer trends in this fast-growing market and building the virtual brands of the future,” says Virtual Hero CEO Robin Mehta. 

“Our sustained growth in the UK displays the demand for delivery only fast casual food still exists post pandemic and our business model allows us to quickly respond to this call across the nation.” 

The Sideman aren’t the only YouTube stars to use their online fame to build a vast network of virtual restaurants - fellow US YouTuber Mr Beast has opened nearly 1,000 locations across the US, and 80 locations in London with REEF Technology.

REEF Technology has two kitchen models: ‘operate’, where it takes partner brands and operates them  like a franchisee, and ‘license’, where it puts a virtual brand it into other operators’ kitchens with its support. 

Related topics: Business & Legislation

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