EXCLUSIVE Are viral food spots killing off actual restaurants? Hospitality boss complains influencers like Spudman and the Sidemen 'drain attention' from traditional businesses who struggle to compete

Daily Mail​

11-05-2025

It's almost impossible to scroll through social media without being fed clips of viral food spots these days, but the posts might not be as harmless as they seem.
The food industry has proven to be a lucrative sidestep for various UK influencers, with the likes of MrBeast and The Sidemen adding restaurants to their roster of businesses.
While some influencers turn into restaurateurs and the like after establishing themselves as famous, others go down the opposite path and gain recognition because of their viral food offerings.
The most notable examples include the jacket potato connoisseurs, Spudman and Spud Brothers, who have both taken the humble spud and turned it into worldwide fame and fortune.
The latter potato entrepreneurs have found so much success that they are now franchising their business across the UK, allowing thousands of fans the opportunity to get their hands on the dish without travelling to the original Preston tram.
However, a restaurateur has spoken out about the dangers of TikTok famous spots, and revealed the potentially detrimental consequences that they could have on Britain's food scene.
Talking exclusively to Femail, Eddy Massaad, CEO of London steakhouse Swiss Butter, said of viral dishes and restaurants, 'The danger is that they shift expectations - people start valuing novelty over quality.
'When the industry chases clicks instead of connection, hospitality suffers. Viral brands can distort pricing, inflate short-term expectations, and drain attention from businesses built on real craft and care.'
Influencer-owned businesses are not only altering customer expectations, but also making it harder for non-famous foodies to start or maintain their businesses, according to Massaad.
He said, 'Influencers start with built-in audiences and enormous platforms, while most restaurants are still relying on word of mouth and footfall.
'That means you're not just competing with the restaurant across the street, you're competing with someone who can launch a brand to millions overnight. It's a different playing field, and it's forcing independents to think harder about brand storytelling and digital presence from day one.'
Sides by The Sidemen is the perfect example. The group have built a following of over 18 million subscribers by sharing comedy sketches and online challenges since the launch of their channel in 2015.
The group, who formed after bonding over their love of Grand Theft Auto, is made of Olajide Olayinka Williams Olatunji (better known as KSI), Simon Minter, Joshua Bradley, Tobi Brown, Ethan Payne, Vikram Barn, and Harry Lewis.
After establishing themselves as one of the biggest names on YouTube, The Sidemen launched Sides, their Nashville-style fried chicken business, in 2021, which unsurprisingly found instant success.
The group used their platform to create a buzz around the brand and carried out meet-and-greets at Sides locations to bring hordes of young people into their restaurants.
Since 2021, Sides has opened five UK locations, launched ranges in Tesco and Iceland, and is set to open its first international restaurant in Singapore.
Massad credited the success of restaurants like Sides with the creator's ability to seamlessly combine entertainment with commerce.
'People don't just want to eat the food, they want to be part of the story,' the CEO explained.
He continued, 'That said, long-term success depends on more than personality. The novelty might get people in the door, but only quality, consistency, and service will bring them back. The influencers who understand that are the ones who'll last.'
And it seems as though The Sidemen are aware that quality triumphs because they have a slew of loyal fans raving over their produce, such as food influencer Lauren Griffiths, @laurenkategriffiths on TikTok, who admitted that she's 'slightly obsessed' with the wings.
However, the same apparently can't be said about MrBeast's business associates because he suffered a major hiccup following the launch of MrBeast Burgers.
In August 2023, the YouTube megastar sued the company behind his branded line of MrBeast Burgers, demanding it be shut down after customers blasted their meals as 'inedible'.
MrBeast, known for his extravagant cash giveaways, filed the lawsuit in New York District Court, accusing Virtual Dining Concepts of damaging his reputation by selling undercooked burgers and cold fries with his name on them.
The Florida-based company partnered with the then-25-year-old, real name Jimmy Donaldson, to launch the food-based venture back in 2020, using storefronts of other existing restaurants to cook up the sandwiches.
Known as 'ghost kitchens', the concept was initially a hit, with Donaldson successfully parlaying his fame so more than 10,000 lined up for the opening of the first MrBeast Burger location in New Jersey's American Dream shopping centre.
It also saw more than a million burgers sold before Donaldson even had the opportunity to advertise them.
But since then, the suit claimed that Virtual Dining Concepts had repeatedly damaged the YouTuber's reputation by failing to ensure the burgers' quality, and at times served raw food.
However, the mishap hasn't stopped MrBeast from pursuing business in the food industry, and the influencer still has a line of popular chocolate bars, Feastables.
Massaad believes that restaurateurs are watching the path taken by the likes of MrBeast - and learning from their mistakes.
He said, 'The industry is watching closely. Influencer-led food brands can generate incredible hype in a short amount of time, and that's changing how restaurants think about visibility.'
'But the real test comes after the launch buzz fades. That's when you see who's built something lasting and who's just built a moment.'
While the CEO is still navigating the industry changes perpetuated by social media, he remains positive.
He concluded, 'If we're smart, we can learn from the hype without being consumed by it. The goal is to create something worth talking about - whether you've got 10 followers or 10 million.'