The popular YouTube group, The Sidemen, has revealed their ambitious plan to launch 15 additional fried chicken eateries within the current year. The group introduced Sides in 2021 in collaboration with Hero Brands, a Scottish food franchise company. Sides has already established a presence with five outlets in Essex, Manchester, London, Kent, Birmingham, and an overseas location in Singapore.
Expanding their footprint significantly across the UK, Sides aims to open new restaurants in Scotland, Cardiff, and Liverpool. Additionally, the brand is eyeing further expansion in Asia and the Middle East with upcoming launches in India, Malaysia, Singapore, and the UAE. Last year, Sides made its international debut in Singapore.
The Sidemen, comprising Olajide ‘JJ’ Olatunji (KSI), Harry Lewis (Wroetoshaw), Simon Minter (Miniminter), Vik Barn (Vikkstar123), Josh Bradley (Zerkaa), Ethan Payne (Behzinga), and Tobi Brown (TBJZL), boast a massive subscriber base of 22 million. Reviews for Sides have been positive, with one Tripadvisor review praising the food as “incredible” and the chicken as “crispy and scrumptious.”
Aaron Moore-Saxton, the managing director at Sides, expressed excitement about the brand’s growth prospects in 2026, emphasizing the increasing demand in the UK and internationally. The brand’s strategic focus includes new site openings in Glasgow, Wales, and Liverpool while expanding into India, Malaysia, and the UAE. The Sidemen collectively stated their enthusiasm for the brand’s future and the opportunity to engage more customers in the Sides experience.
The chicken restaurant industry in the UK is witnessing rapid expansion, with Popeyes, Wingstop, and Dave’s Hot Chicken all outlining plans for further growth. Popeyes, supported by private equity firm TDR Capital, recently announced its intention to continue expanding in the UK, targeting more travel hubs. On the other hand, Wingstop UK, acquired for approximately £400 million, has also experienced significant growth.
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