Dirty Bones forms strategic growth partnership

Dirty Bones has formed a strategic partnership with Hero Brands to drive the expansion of the dining concept. 

The NYC-inspired food and cocktail restaurant hopes the alliance will support the brand's growth across the UK. Informed by Hero Brands' extensive franchising knowledge and network, talks with key franchise partners regarding new locations, slated to be open by the end of the year, are already underway. 

Hero Brands is focused on building an ecosystem of the 'brands-of-the-future', compiling a leadership team assembled from world-leading organisations.

With a growing portfolio of fashion, health and media brands, Dirty Bones will be Hero Brands’ first move into the casual-dining space.

Its portfolio includes German Doner Kebab, which is now forging ahead with expansion plans in the UK and globally, with 700 franchisees already signed up to its global growth strategy; as well as Island Poké.

The collaboration will also see Hero Brands join the board alongside co-founders Cokey Sulkin and Dipak Panchal, as well as early investors Hard Yards Global. 

From 2023 onwards, the partnership will enable the brand to increase its footprint through owner-operated sites, franchisees and via delivery, with multiple locations expected within the coming years. 

Despite the impact of the pandemic, Dirty Bones opened a new flagship site in 2021, adding to its sites across London and Oxford, as well as expanding its delivery footprint and launching a successful e-commerce brand.

The company also recently launched its latest bar concept, Roxanne, a Hip-Hop focused speakeasy.

On the partnership, Sulkin comments: "Hero Brands' experience in the franchising space is second to none and we are excited to share a mutual passion for food, music and fashion.

"This partnership allows us to put a joint focus on creating authentic, good fun dining experiences and we look forward to building a truly global brand, something that we have worked hard to curate over the last few years."

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