The Sidemen, a YouTube group, have revealed their intention to launch 15 new fried chicken eateries this year. The establishment of Sides, a venture by The Sidemen in partnership with Hero Brands, commenced in 2021 and has since grown to encompass five locations in Essex, Manchester, London, Kent, Birmingham, and an international branch in Singapore.
The brand now aims to significantly expand its footprint across the UK, with plans for new outlets in Scotland, Cardiff, and Liverpool. Additionally, Sides looks to enhance its presence in Asia and the Middle East by introducing new branches in India, Malaysia, Singapore, and the UAE. The first overseas outlet was established in Singapore last year.
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 subscriber base of 22 million. Reviews for Sides have generally 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, emphasized the strategic growth plans for the brand in 2026. The brand is experiencing strong momentum in the UK and increasing international demand, fueling confidence in expanding to Glasgow, Wales, and Liverpool, while also venturing into India, Malaysia, and the UAE.
In a collective statement, The Sidemen expressed their enthusiasm for the upcoming expansion and reiterated their commitment to delivering bold flavors, excellent food, and memorable experiences. The move aligns with a broader trend of chicken brands expanding rapidly in the UK, with Popeyes, Wingstop, and Dave’s Hot Chicken also outlining plans for further expansion. Popeyes, supported by private equity firm TDR Capital, recently announced its intention to continue opening new restaurants in the UK, with a focus on travel hubs. Wingstop UK, acquired for approximately £400 million last year, has also witnessed rapid growth.