From their coming soon page about them taking on the former Starbucks on Division Street:
The people of Sheffield have long been screaming out for a BrewDog bar and we have answered the call. We are excited to be joining a thriving community of awesome, eclectic craft beer bars in the steel city, who are all standing up to the mass marketed industrial beers that dominate the rest of the city.
This has got to be either trolling on a massive scale in order to drive eyeballs to that page, like the Daily Mail but fro brewers, in which case I apologise for helping them. Or it is an indication that they know little about the beer scene in Sheffield. Last time the Sheffield and District branch of Camra did a beer survey (this year’s will be on the 13th of July) in a sample of 138 pubs they found Sheffield had 309 Distinct Beers from 140 breweries at an average price per pint of £2.70 hardly a haven for mass “mass marketed industrial beers”. Even if you could only get beers that meet the LocAle criteria Sheffield would still be a mighty fine place to drink beer. But as it is, add in the rest of the real ales and all the keg and bottled beer from all over the world and some hugely knowledgeable publicans and bar staff and this is about the best place I’ve ever been for drinking beer.
In any case this is another blast of blustery bullshit in the phoney war between cask and keg. Just drink the good stuff, ignore the bad stuff and stop trying too hard to win a battle that doesn’t need to exist, you just look silly trying.
EDIT: Having thought a bit more about this, with a turnover over £10 million, a marketing budget north of £200k and $1,000,000 of supermarket sales they are the mass market brewery opening another pub in their chain in Sheffield. We'll welcome them in, but they are definitely not saving us from anything.