The Sidemen, a popular YouTube group, have revealed their ambitious plan to launch 15 new fried chicken eateries this year. Sides, a venture created by The Sidemen in 2021 in collaboration with Hero Brands, a Scottish food franchise company, has already established a presence with five locations in Essex, Manchester, London, Kent, Birmingham, and an international outlet in Singapore. The brand is now aiming to significantly expand its footprint in the UK by opening new branches in Scotland, Cardiff, and Liverpool.
Moreover, Sides has disclosed its intentions to further expand in Asia and the Middle East by introducing new outlets in India, Malaysia, Singapore, and the UAE. Last year, Sides successfully launched its first global site in Singapore.
The Sidemen, comprising individuals like KSI, Wroetoshaw, Miniminter, Vikkstar123, Zerkaa, Behzinga, and TBJZL, collectively 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 at Sides, expressed enthusiasm about the brand’s growth plans for 2026. He emphasized the increasing demand both in the UK and internationally, outlining the brand’s confidence in expanding to new locations in Glasgow, Wales, and Liverpool, while also eyeing expansion into India, Malaysia, and the UAE.
In a joint statement, The Sidemen expressed their excitement for the upcoming expansion, emphasizing their focus on unique flavors, quality food, and creating memorable experiences. They highlighted this expansion as just the beginning of their journey.
The move by The Sidemen follows a trend of chicken brands rapidly expanding in the UK, with Popeyes, Wingstop, and Dave’s Hot Chicken also announcing plans for further growth. Popeyes, supported by TDR Capital, intends to continue its UK restaurant launches after reaching its 100th site milestone. Wingstop UK, acquired for approximately £400 million, has also experienced significant growth in recent times.
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