The Sidemen, a popular YouTube group, have revealed their intention to launch 15 additional fried chicken eateries this year. Sides, established by The Sidemen in 2021 in collaboration with food franchise firm Hero Brands, has already expanded to five locations in Essex, Manchester, London, Kent, Birmingham, and an international outlet in Singapore.
The brand is now aiming to significantly increase its footprint in the UK by introducing new establishments in Scotland, Cardiff, and Liverpool. Additionally, Sides has outlined plans to further extend its reach in Asia and the Middle East with upcoming openings in India, Malaysia, Singapore, and the UAE.
The Sidemen, consisting of prominent members like KSI, Wroetoshaw, Miniminter, Vikkstar123, Zerkaa, Behzinga, and TBJZL, collectively boasting 22 million subscribers, are excited about this venture. The feedback for Sides has been generally 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 for the brand’s growth in 2026, emphasizing the momentum in the UK and the increasing international demand. The Sidemen jointly conveyed their excitement for the upcoming expansion, highlighting their commitment to delivering bold flavors and great food experiences.
The expansion of chicken brands is on the rise in the UK, with Popeyes, Wingstop, and Dave’s Hot Chicken also making strides in the market. Popeyes, supported by private equity firm TDR Capital, recently unveiled plans for further UK restaurant openings following the launch of its 100th site. Similarly, Wingstop UK, acquired for approximately £400 million, has been rapidly expanding its presence in the market.
