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UK's Hero Brands growing via 'creator economy'

Photo: Hero Brands

December 26, 2025

Hero Brands, the hospitality platform behind German Doner Kebab and Sides, reported steady growth for the 2024 fiscal year as it pivots toward creator-led intellectual property and global expansion.

The group, which specializes in incubating brands that tap into modern youth culture, reported an operating profit of $880,000 (£0.7 million) before exceptional items for the year ending Dec. 31, 2024. The company also delivered $1.77 million (£1.4 million) in group EBITDA and issued dividends of $2.53 million (£2 million).

Global Footprint and Financial Performance

The East Kilbride-headquartered group now operates more than 200 restaurants globally, including over 70 locations in London.

Its flagship brand, German Doner Kebab, reported global system-wide sales of $226.7 million (£179.1 million) for 2024. GDK, which markets itself heavily to Gen-Z through associations with music and sports, recently received a strategic investment from True Capital. The funding is intended to accelerate GDK's rollout in the U.K. and facilitate entry into new international markets, including a development agreement for India.

The rise of creator economy

Hero Brands has increasingly focused on the "creator economy." Its fried chicken brand, Sides, was developed in collaboration with The Sidemen, Europe's largest YouTube collective.

Building on this momentum, the group recently launched Hero NXT, a talent and licensing agency. The venture aims to co-develop products across entertainment, sports and fashion. Current partnerships include:

• TikTok star Khaby Lame.
• Music and style icon Stefflon Don.
• Football freestyler Ben Nuttall

Hero Brands Chairman Athif Sarwar said the company is entering a significant growth phase centered on authenticity and community.

"Our goal is to connect with new talent across music, fashion, and culture, and use our platform to incubate and scale high-value sustainable brands," Sarwar said in a company press release. "We are focused on making partnerships that don't just sell product or service, but spark conversation, build belonging and community, and deliver sustainable value."

The group now employs more than 4,500 people worldwide and stated it is well-positioned for "significant" expansion over the next decade.