The Sidemen, a popular YouTube group, has revealed their intention to launch 15 additional fried chicken eateries this year. Sides, a venture created by The Sidemen in collaboration with Hero Brands, a Scottish food franchise company, made its debut in 2021 and has since grown to encompass five establishments in various UK locations and an overseas branch in Singapore.
The brand is now aiming to significantly expand its footprint across the UK, with plans for new restaurants in Scotland, Cardiff, and Liverpool. Additionally, Sides is looking to extend its reach in Asia and the Middle East by introducing new outlets in India, Malaysia, Singapore, and the UAE. Last year, the brand marked its first international presence in Singapore.
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 subscriber base of 22 million. Reviews for Sides have generally been 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 plans in 2026, emphasizing the increasing demand both domestically and internationally. The brand’s upcoming expansions into Glasgow, Wales, and Liverpool, as well as its foray into India, Malaysia, and the UAE, reflect its evolving strategy.
In a joint statement, The Sidemen expressed their excitement about the future, emphasizing their commitment to delivering bold flavors, excellent food, and unforgettable experiences. The group anticipates further growth and engagement with their audience.
The expansion of chicken brands in the UK is evident, with competitors like Popeyes, Wingstop, and Dave’s Hot Chicken also outlining strategies for expansion. Popeyes, supported by private equity firm TDR Capital, disclosed plans to continue opening new UK locations, with a recent milestone being the launch of its 100th site in London Bridge. The brand aims to target more travel hubs as part of its broader business strategy.
Wingstop UK, acquired for approximately £400 million in the previous year, has similarly experienced rapid growth. The competitive landscape in the UK’s chicken restaurant sector is heating up as these brands vie for market share and customer loyalty.