The Sidemen, a popular YouTube group, have revealed their intention to launch 15 new fried chicken eateries across various locations this year. Initially launched in 2021 by The Sidemen in collaboration with Hero Brands, Sides has already established five outlets in areas like Essex, Manchester, London, Kent, and Birmingham, along with an international branch in Singapore.
The brand is now aiming to significantly expand its footprint in the UK by introducing new restaurants in Scotland, Cardiff, and Liverpool. Additionally, Sides is looking to extend its presence in Asia and the Middle East by venturing into markets like India, Malaysia, Singapore, and the UAE. Last year, Sides successfully inaugurated its first overseas establishment in Singapore.
The Sidemen, comprising notable members like KSI, Wroetoshaw, Miniminter, Vikkstar123, Zerkaa, Behzinga, and TBJZL, boast a subscriber base of 22 million. Reviews for Sides have been generally positive, with one satisfied customer on Tripadvisor 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 prospects in 2026. He highlighted the strong momentum in the UK market and growing international demand as drivers for their expansion plans in Glasgow, Wales, and Liverpool, in addition to their foray into India, Malaysia, and the UAE.
In a joint statement, The Sidemen conveyed their excitement about the upcoming expansion, emphasizing their commitment to offering bold flavors, great food, and memorable experiences to their customers. The group sees this as just the beginning of their journey and eagerly anticipates sharing more moments with their patrons.
The chicken industry in the UK is witnessing a surge in expansion efforts, with popular brands like Popeyes, Wingstop, and Dave’s Hot Chicken all outlining strategies for further growth. Popeyes, supported by TDR Capital, is set to continue its restaurant launches after reaching the milestone of 100 sites, including a recent opening in London Bridge to target more travel hubs. Meanwhile, Wingstop UK, acquired for approximately £400 million last year, has also been rapidly expanding its presence.