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Sovereign Centros has announced that ASK Italian, the Italian dining restaurant chain, and Sides, the fast-food restaurant launched by YouTube collective, The Sidemen, have opened at Merry Hill, one of the UK’s top ten retail and leisure destinations.

Featuring ASK Italian’s refreshed restaurant design concept, the new Merry Hill location offers the family-favourite brand’s laid-back dining experience. With space for 140 diners, the 3,350 sq ft restaurant serves a selection of Italian-inspired classics, including fresh pasta dishes, stone-baked pizza, as well as a range of speciality mains. Along with Sides, ASK Italian marks an integral new addition to the destination’s F&B line-up, as well as its rapidly growing leisure quarter.

Occupying a 2,960 sq ft space, Sides’ latest restaurant has been fitted out with stylish black and white tiling, and bold Sides branding, giving the restaurant a modern and sleek feel. Offering a selection of fried chicken dishes including burgers, tenders, and wings, the restaurant puts customer experience at the forefront, incorporating a series of self-service points and seating for 100 diners. The restaurant’s popularity has been boosted by its celebrity backers, and its entrance at Merry Hill bolsters the destination’s position as a West Midlands hotspot for leading F&B names.

Jack Gordon, Senior Asset Manager at Sovereign Centros, commented: “The openings of both ASK Italian and Sides, two different but equally popular brands, marks another significant step in providing Merry Hill’s visitors with an increasingly diverse range of culinary options. These new additions are further evidence that we are committed to delivering our long-term strategy for the centre, curating a fulfilling, varied, and best-in-class experience for our community.”

Corinne Prior, Marketing Director at ASK Italian, added: “This year we’re celebrating 30 years of ASK Italian and of bringing the best of Italy to our customers, we’re so excited to be joining the thriving Merry Hill community and to make connections with local suppliers & businesses. Our new Merry Hill site perfectly adds to our family of restaurants and will be a place where everyone’s welcome to enjoy great Italian meals.”

The openings of ASK Italian and Sides follow a raft of other notable F&B and leisure announcements at Merry Hill, including the launches of the UK’s top bowling operator, Hollywood Bowl, and pan-Asian favourite, wagamama. Both are set to be joined by international chicken wing restaurant Wingstop next year.

JLL and Time Retail Partners represent Merry Hill. ASK Italian dealt direct.