The Sidemen, a popular YouTube group, has revealed their intention to launch 15 additional fried chicken eateries this year. Sides, a restaurant chain created by The Sidemen in 2021 in collaboration with Hero Brands, a Scottish food franchise company, 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 boost its presence throughout the UK by establishing new restaurants in Scotland, Cardiff, and Liverpool. Furthermore, Sides has ambitious plans to expand in Asia and the Middle East, with upcoming openings in India, Malaysia, Singapore, and the UAE, building upon its successful debut 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 massive subscriber base of 22 million.
Sides has received positive reviews, 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 increasing demand both in the UK and internationally.
The Sidemen collectively stated their excitement for expanding the Sides brand, emphasizing their commitment to bold flavors, quality food, positive energy, and memorable experiences. The group looks forward to sharing their journey with more people in the future.
The expansion of chicken brands in the UK is evident, with Popeyes, Wingstop, and Dave’s Hot Chicken also announcing plans for further expansion. Popeyes, backed by TDR Capital, disclosed intentions to continue opening new UK restaurants, including a recent milestone with their 100th site in London Bridge.
Wingstop UK, acquired for approximately £400 million, has also seen rapid growth, reflecting the competitive landscape of the chicken restaurant market.