The Sidemen, a popular YouTube group, has revealed its intention to launch 15 additional fried chicken eateries this year. Sides, a venture initiated by The Sidemen in collaboration with Hero Brands, a Scottish food franchise company, debuted in 2021. The brand has already established a presence with five outlets in various locations including Essex, Manchester, London, Kent, Birmingham, and even internationally in Singapore.
Looking ahead, Sides is aiming to significantly expand its footprint throughout the UK by introducing new establishments in Scotland, Cardiff, and Liverpool. Furthermore, there are plans to extend its reach in Asia and the Middle East with upcoming openings in India, Malaysia, Singapore, and the UAE. Last year, the brand successfully launched its first overseas restaurant in Singapore.
The Sidemen, comprised of prominent members like KSI, Wroetoshaw, Miniminter, Vikkstar123, Zerkaa, Behzinga, and TBJZL, boast a massive subscriber base of 22 million on their YouTube channel. Sides has garnered positive reviews, with satisfied customers 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 trajectory in 2026. He emphasized the increasing demand for Sides in the UK and internationally, highlighting the strategic plans to open new outlets in Glasgow, Wales, and Liverpool. Expansion into markets like India, Malaysia, and the UAE signifies a significant evolution for the brand while maintaining a focus on continued investment in the UK.
In a collective statement, The Sidemen conveyed their excitement about the brand’s future prospects and the opportunity to engage more customers on their culinary journey. They emphasized the brand’s commitment to bold flavors, quality food, positive energy, and creating memorable experiences for their patrons.
The trend of chicken brands rapidly expanding in the UK is evident with competitors like Popeyes, Wingstop, and Dave’s Hot Chicken also announcing plans for further growth. Popeyes, supported by private equity firm TDR Capital, is on track to open more restaurants as part of its expansion strategy, targeting key travel hubs. Wingstop UK, acquired for approximately £400 million recently, has also been scaling up its operations.
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