The Sidemen, a popular YouTube group, have revealed their intention to launch 15 additional fried chicken eateries throughout this year. The establishment of Sides, in collaboration with Hero Brands, took place in 2021 and has since grown to encompass five locations in various cities in the UK and an overseas branch in Singapore.
The brand is now aiming to significantly expand its footprint across the UK, with plans to open new outlets in Scotland, Cardiff, and Liverpool. Additionally, Sides is looking to further extend its presence in Asia and the Middle East by introducing new branches in India, Malaysia, Singapore, and the UAE, following the successful launch of its first international site in Singapore last year.
The Sidemen, comprised of notable members like KSI, Wroetoshaw, Miniminter, Vikkstar123, Zerkaa, Behzinga, and TBJZL, boast a substantial subscriber base of 22 million. Sides has garnered positive reviews, with patrons 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 in the UK and internationally. The Sidemen collectively conveyed their excitement about the forthcoming expansion, highlighting their commitment to delivering bold flavors and exceptional dining experiences.
The surge in chicken-focused brands expanding in the UK is evident, with Popeyes, Wingstop, and Dave’s Hot Chicken all outlining plans for extensive growth. Popeyes, supported by private equity firm TDR Capital, is on track to open more restaurants following the launch of its 100th site in London Bridge as part of a strategic move to target travel hubs.
Wingstop UK, acquired for approximately £400 million recently, has also witnessed rapid expansion. This trend underscores the competitive landscape within the food industry as these brands seek to cater to the increasing demand for quality chicken offerings.