Sides is a fried chicken and street-food brand founded by YouTube collective The Sidemen in 2021. Launched in partnership with Virtual Hero (the team behind MrBeast Burger’s UK rollout), the brand represents a new wave of creator-led F&B ventures bridging digital influence with physical dining experiences. Operating as a ghost kitchen and delivery-first chain, Sides quickly expanded across the UK, UAE, and Europe, offering a menu of chicken tenders, burgers, and loaded fries under the Sidemen’s creative direction. In 2023, Sides began establishing physical locations and pop-up experiences, growing from a virtual restaurant into a full-fledged global food brand. The company is part of the Sidemen Group portfolio, which also includes Sides, XIX Vodka, and Sidemen Clothing — all of which leverage the creators’ collective 100M+ combined audience.