Youtube group, the Sidemen, enjoying food from Sides.
Mark Adair

Youtuber-owned fried chicken brand opens a new delivery location in Leeds

A fried chicken brand ‘Sides’ has just launched in Leeds. Sides is a food concept facilitated by REEF, the world’s largest operator of virtual restaurants.

The brand has been developed by famous YouTube collective, The Sidemen, arguably the most popular and engaged content creators in Europe. 

The new location has been announced as the brand forges ahead with its ambitious growth plans to bring its delicious chicken dishes across the UK and beyond. 

Sidemen member, Vik Barnes, said, “As huge fans of fried chicken, we’re excited to launch a further location outside London and bring Sides to the people of Leeds as we continue to expand rapidly throughout the UK and beyond.”

Sides is part of Virtual Hero, a subsidiary of Hero Brands, the company behind the exploding fast casual chain German Doner Kebab, Choppaluna, Island Poké, and XIX Vodka, a further Sidemen brand.

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

“The pandemic has escalated the rise of delivery only brands, and we’re excited to bring Sides to Leeds and give consumers a new and delicious food experience to try as we ramp up our expansion.”

Working in partnership with the creator collective to develop the brand, Sides is the latest cloud kitchen-based food mega brand to launch in multiple locations simultaneously, via REEF’s community hubs. 

Sides is currently available to order across London, Slough, Leeds, Manchester, Birmingham, and the UAE with 200 sites set to open globally by the end of 2022.  The brand recently launched its first physical location in February at BOXPARK Wembley.

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