The Sidemen, a prominent YouTube group, have revealed their ambitious plan to launch 15 new fried chicken eateries within the current year. The venture, known as Sides, was introduced by The Sidemen in 2021 in collaboration with Hero Brands, a Scottish food franchise company.
Currently, Sides operates in five locations across the UK, including Essex, Manchester, London, Kent, Birmingham, and internationally in Singapore. The brand aims to significantly expand its presence in the UK by opening new branches in Scotland, Cardiff, and Liverpool. Additionally, Sides plans to extend its reach in Asia and the Middle East with upcoming establishments in India, Malaysia, Singapore, and the UAE.
The Sidemen, comprising personalities like KSI, Wroetoshaw, Miniminter, Vikkstar123, Zerkaa, Behzinga, and TBJZL, boast a 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 of Sides, expressed enthusiasm for the brand’s growth strategy in 2026, emphasizing the increasing demand both in the UK and internationally. The Sidemen collectively stated their excitement for the next phase of Sides’ journey, highlighting their commitment to offering bold flavors, great food, and memorable experiences for their customers.
The expansion of Sides aligns with the trend of chicken brands expanding rapidly in the UK, with Popeyes, Wingstop, and Dave’s Hot Chicken also planning new openings. Popeyes, supported by private equity firm TDR Capital, announced plans to continue expanding its UK presence, with recent openings in London Bridge and a strategic focus on travel hubs. Wingstop UK, acquired for approximately £400 million, has also experienced significant growth in recent times.
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