It’s been a year since Unit opened its doors at Valley Centertainment and the Sheffield-born business has quickly become a go-to spot for locals, students and visitors from further afield who’ve discovered their tasty creations on social media. Known for its unique blend of crave-worthy comfort food, independent spirit and focus on community, the brand is celebrating its one-year milestone with a mission to expand the “Unit-verse” and enhance the experience for all.
“We’re the only independent restaurant in Centertainment and we’re proud of that,” says venue manager Salim Algundaid. “The team all grew up in this city together and we work with local fitters, artists and suppliers to bring a Sheffield experience to our customers. Whether it’s our live music events featuring local talent or our partnerships with local businesses, we want to give back to the community that’s supported us.”
This sense of community extends to Unit’s menu, which features a creative mix of street food-inspired dishes alongside more traditional comfort fare including their famous fried chicken and thick decadent concrete shakes. The burgers in particular have become a Steel City institution, with favourites like the ‘High Steaks’ and ‘Mother Clucker’ leading the pack. New additions such as the ‘Shrimpy Fries’ and ‘Veggie Pammy’ regularly rotate onto the menu, ensuring there’s always something fresh to try.
On the dessert front, they’re excited about new offerings like fudge cake and tiramisu, the latter served with a bit of theatre. “There’s a bit of a show behind it,” Salim teases, “and it’s gone down really well with customers so far.”
It’s been an exciting period for the team; over the past year, Unit has tripled its presence, adding Valley Centertainment and a bustling stand at Cambridge Street Collective food hall to its OG restaurant on Headford Street. Beyond the restaurants, they’ve also branched into local retail, offering popular sauces, seasonings and branded merchandise – including T-shirts and hats – available in-store and at popular Sheffield spots like the Millennium Galleries.
“We wanted people to take a little bit of Unit home with them,” Salim explains, “so it’s great when we see customers sending us pictures of their rooms decked out with our stickers or wearing our T-shirts. It shows us that people really connect with the brand and want to be part of our story.”
While the brand has firmly established itself as a local gem, regularly attracting visitors from across the north and midlands, Unit has always maintained a strong relationship with Sheffield’s student community. “We’ve always had a really strong student following, even back when the brand started six or seven years ago,” Salim shares. “Those students have grown with us and now we’re seeing them come back with their families. It’s amazing to have that kind of connection.”
They actively nurture this connection through student promotions and convenient delivery options via platforms like UberEats, making it easy for students to enjoy their favourite dishes whether dining in or ordering from the comfort of their digs. “We get a lot of students coming out to the cinema, bowling or seeing a show at the arena, so we’re perfectly located if they’re looking to support an independent business while they’re out here,” he adds.
As they celebrate their first anniversary at Valley Centertainment, Unit has no plans to slow down. The team is excited about the future with plans to expand both their physical locations and virtual brands.
We’ve got a couple of projects in the pipeline,” Salim reveals. One of these is the development of a playful “Unit-verse” concept, where multiple food ventures will operate under the Unit umbrella.
Reflecting on the brand’s eight-year tenure at the top of Sheff’s comfort food scene, the team are hungrier than ever to keep the upward trajectory going. As Salim puts it, “We’re always thinking about how to keep things exciting – that’s what we’re all about. We want the Unit-verse to keep growing and expanding!”
Check out our reels where we have indulged in the Unit experience!
