Sides

Method

Sides launches in November 2021 as a Sidemen chicken brand developed with Virtual Hero, the virtual brand arm of the Scottish franchisor Hero Brands, and cooked in Reef Technology's delivery only kitchens across London and the UAE. It opens a first counter at Boxpark Wembley in February 2022 with three hour queues, reaches over 80 UK dark kitchens by September 2022 and adds Boxpark Croydon that month, then moves to physical restaurants including Manchester Arndale in 2023. By February 2026 it runs five UK sites and one in Singapore with Hero Brands, closes Merry Hill in 2026 over franchisee problems and plans 15 openings in 2026 including Glasgow, Cardiff and Liverpool plus India, Malaysia and the UAE. It is the UK parallel to MrBeast Burger, built on the same virtual kitchen model before it converted to bricks and mortar.

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The path: money and goods moving

• owned bySidemenSides launches in November 2021 through Reef kitchens with Hero Brands and runs six restaurants by February 2026 with 15 more planned. (partly verified)2021 to present
• made byReefReef Technology's delivery only kitchens cook Sides from its November 2021 launch across London and the UAE, reaching over 80 UK sites by September 2022; the end of the Reef arrangement as Sides moves to restaurants is not confirmed.2021 to present

Influence

• copied byMrBeast BurgerSides copies the virtual kitchen model of MrBeast Burger a year later through Reef rather than VDC. (partly verified)2021

Representation, events, tools

• hostsSidemenSides opens its first counter at Boxpark Wembley in February 2022 with three hour queues.2022