Virtual Hero makes two senior appointments to drive Sides growth
Sides is available to order across London and the UAE with 200 sites set to open globally by the end of 2022.
Virtual Hero, which houses Hero Brands’ stable of virtual restaurants, announced two new senior appointments to its development team to work on its Sides chicken brand.
Adam Maddock has been appointed as Sides’ marketing director whilst Gordon McDermott takes on the role of Head of Food at Virtual Hero.
Maddock is credited for his experience across youth culture, talent, and marketing, from developing the music and talent strategy for LADbible and securing opportunities with global stars such as Ed Sheeran, Billie Eilish and Will Smith, to working at Syco Music/Sony Music Entertainment on campaigns for multi-platinum artists such as Little Mix and One Direction.
A classically trained chef, McDermott has worked with Gary Rhodes at People Palace, Anton Mossiman at The Savoy on the Strand and Quaglino’s, and as Rick Stein’ head chef at the seafood cookery school in Padstow for almost five years. He also has previous experience with Costa Coffee, McDonald’s and Deliveroo and has worked on food and beverage development for Marks and Spencer and Waitrose where he honed his commercial, technical, and development skills.
Developed in collaboration with YouTube collective The Sidemen, Sides’ menu allows customers to choose their protein (chicken or plant-based) in either a ‘sando’, slider, salad or to be eaten with the choice of seven different flavours.
Accompanying sides include waffle fries, macaroni and cheese, side slaw, onion rings and cheese poppers.
Sides is available to order across London and the UAE with 200 sites set to open globally by the end of 2022.
