YouTube supergroup ‘Sidemen’ partner with REEF to launch new fried chicken concept, Sides, exclusively in the UK and UAE today

Will launch in the UK and UAE across 20 sites in exclusive partnership with REEF
LONDON - 30 November 2021

Today, YouTube’s famed content creators, the ‘Sidemen’, announce the launch of their most exciting project to date. Sides, the collective’s new, virtual fried chicken concept, will launch in the UK and UAE across 20 sites in exclusive partnership with REEF - the world’s largest operator of virtual restaurants.

Lauded as pop-culture phenomena, the Sidemen are a collective of 7 content creators who have dominated the internet since 2013. Firmly establishing themselves as tastemakers in food, football, gaming and music, the crew have a global following of over 21 million YouTube subscribers and 3.1 million Instagram followers.

Bringing each of the 7 outrageous personalities to the new, at-home dining concept, Sides will be available for delivery only and sold exclusively online via all major food delivery platforms including UberEats and Deliveroo, facilitated by REEF.

Customers can expect a side of jokes with their mouth-watering chicken, with dishes developed personally by the culture-led crew. With the option to mix and match, diners get a choice of a protein - either chicken or plant-based vegan option - paired with either a tasty ‘sando’ slider or salad. Customers then get to load up their choice with one of seven delectable flavorings, including Chipotle, Classic Buffalo, BBQ, Korean BBQ, Teriyaki, Garlic Mayo, and Louisiana. The Sidemen couldn’t - and wouldn’t - forget the all important side dishes, with a choice of Waffle Fries, decadent Mac n Cheese, Side Slaw, Onion Rings, and delicious Cheese Poppers.

Sides is available to order in 20 locations across London and the UAE from today, with 200 sites set to open globally by the end of the year.

Vik from Sidemen said: “Food is something we’re all super passionate about - to have the opportunity to launch Sides is mad to all of us. We’re feeling very blessed. We can't wait to hear what everyone thinks and see the reaction - seeing fans try the food we’ve developed is going to be crazy!”

“The Sidemen is a cultural phenomenon - to facilitate their first venture into food is a really exciting prospect.” said Dipak Panchal, Director at REEF. “We’re delighted to deliver Sides to Londoners. With The Sidemen’s wide-reaching fanbase, we believe it will truly impact the wing market in the capital city, whilst showcasing how brands – and influencers - can use our platform to scale with unprecedented speed and minimal capital investment.”

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ABOUT REEF, The Neighborhood Company

REEF transforms urban spaces into community hubs that create jobs and bring new goods, services and experiences to the area. With an ecosystem in the US of 5,000 locations and a team that’s over 18,000 strong, REEF is the largest operator of parking real estate and delivery restaurants in North America. By connecting the world to your area, they are making the place you live, the place you love to be.  

ABOUT Sidemen

The Sidemen started as seven YouTubers, who joined forces as a group in 2013. Since then, they’ve dominated the internet, creating an international audience of over 21 million dedicated YouTube subscribers to their channels, and millions of followers across Instagram, Twitter, TikTok and Snap. They are Olajide ‘JJ’ Olatunji (KSI), Harry Lewis (Wroetoshaw), Simon Minter (Miniminter), Vik Barn (Vikkstar123), Josh Bradley (Zerkaa), Ethan Payne (Behzinga) and Tobi Brown (TBJZL). Besides the billions of views for their videos across their respective channels, as individuals they’ve amassed over 93 million YouTube subscribers, 29.8 million Instagram followers. Above all though, the group are 7 best friends, on a mission to spread positivity and ultimately fun through groundbreaking content.



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