Virtual Hero, part of German Doner Kebab operator Hero Brands, has announced plansVir to open 200 sites under Sides, the brand fronted by YouTube supergroup The Sidemen.
The virtual fried chicken brand is already available across the UK and Middle East, and is now on course to open a further 50 Sides locations in the UK, as well as launch into the US with 40 sites across six major cities by the end of this year.
Developed in collaboration with The Sidemen, who have a combined social media following of 26m, the rollout has been facilitated by REEF Technology, the world’s largest operator of virtual restaurants.
Earlier this year, REEF VP Kitchens Europe Chris Sargeant told MCA’s Hostech conference how more nearly 100 sites had been opened under the Sides and MrBeast.
Sides already has a number of sites across the UK, including London, Manchester, Birmingham, Leeds and Southampton. The brand recently launched its first physical location in February at Boxpark Wembley.
The number of locations is set to increase, with over 50 new Sides sites set to launch for delivery-only via UberEats and Deliveroo by the end of 2022.
Sides will soon be available across the US, with online delivery set to launch in Atlanta, San Diego, New York, Los Angeles, Miami, Nashville, Washington, Portland, Memphis, Philadelphia, Baltimore and Detroit.
Virtual Hero CEO Robin Mehta said: “At Virtual Hero we are responding to emerging consumer trends in this fast-growing market and building the virtual brands of the future.
“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.
“To close the year with 50 sites in the UK shows how far the brand has grown in its first year and is a testament to the popularity of the Sidemen.
“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.
“I am also thrilled to expand virtual Hero into the US and tap into a huge market as we continue to innovate in the dark kitchen space in partnership with REEF.”
Hero Brands also includes food to go salad brand Choppaluna, Island Poké, and XIX Vodka, a premium drink from the Sidemen which sold its first batch in under a minute.
The group has strengthened its leadership team since the start of 2022, appointing Salman Siddiqui as its new group corporate development director, and Andrew Brattesani, head of franchising at HSBC, joining as board advisor to support the leadership team.
