The Sidemen, a popular YouTube group, have revealed their intention to launch 15 additional fried chicken eateries during the current year. The establishment of Sides was initiated by The Sidemen in collaboration with Hero Brands, a food franchise company based in Scotland, in 2021. Sides has since expanded its presence to encompass five locations in Essex, Manchester, London, Kent, Birmingham, and internationally in Singapore.
The brand has expressed its desire to notably enhance its footprint across the UK by introducing new outlets in Scotland, Cardiff, and Liverpool. Additionally, Sides has outlined plans for further expansion in Asia and the Middle East through new establishments in India, Malaysia, Singapore, and the UAE. Last year, the brand launched its inaugural international branch in Singapore.
Comprising Olajide ‘JJ’ Olatunji (KSI), Harry Lewis (Wroetoshaw), Simon Minter (Miniminter), Vik Barn (Vikkstar123), Josh Bradley (Zerkaa), Ethan Payne (Behzinga), and Tobi Brown (TBJZL), The Sidemen boast 22 million subscribers. Reviews for Sides have been largely 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, emphasized the brand’s focus on growth in the upcoming year. The Sidemen jointly conveyed their excitement about expanding Sides and welcoming more individuals to their culinary journey. They highlighted their commitment to delivering bold flavors, excellent food, positive vibes, and memorable experiences, expressing eagerness about the future.
The chicken industry in the UK is witnessing substantial growth, with renowned brands like Popeyes, Wingstop, and Dave’s Hot Chicken also unveiling plans for expansion. Popeyes, supported by private equity firm TDR Capital, disclosed intentions to continue opening new restaurants in the UK, reaching its 100th site in November 2025. The recent inauguration of a Popeyes branch in London Bridge aligns with the brand’s strategy to target additional travel hubs. Wingstop UK, acquired for approximately £400 million in the previous year, has also rapidly extended its presence in the market.