The Sidemen, a popular YouTube group, have revealed their intention to launch 15 additional fried chicken eateries this year. Sides, a brand established by The Sidemen in collaboration with Hero Brands, a Scottish food franchise company, debuted in 2021 and has since grown to encompass five locations in various UK cities and one international branch in Singapore.
Looking ahead, the brand has expressed its aim to significantly expand its footprint in the UK by introducing new establishments in Scotland, Cardiff, and Liverpool. Furthermore, Sides has outlined plans for further expansion in Asia and the Middle East, with upcoming ventures in India, Malaysia, Singapore, and the UAE, building on the success of its inaugural Singapore site last year.
The Sidemen, comprising KSI, Wroetoshaw, Miniminter, Vikkstar123, Zerkaa, Behzinga, and TBJZL, boast a substantial following of 22 million subscribers. Sides has garnered positive reviews, with one enthusiastic TripAdvisor comment praising the food as “incredible” and the chicken as “crispy and scrumptious.”
Aaron Moore-Saxton, the managing director of Sides, expressed enthusiasm for the brand’s growth trajectory in 2026, emphasizing the increasing demand both domestically and internationally. The Sidemen collectively conveyed their excitement for the brand’s evolution and expansion into new markets, highlighting their dedication to delivering exceptional dining experiences.
The move by The Sidemen comes amidst a wave of expansion in the UK’s chicken restaurant sector, with competitors like Popeyes, Wingstop, and Dave’s Hot Chicken also planning extensive growth strategies. Popeyes, with the backing of private equity firm TDR Capital, aims to continue its UK expansion, targeting key locations such as travel hubs to enhance its presence in the market.
Similarly, Wingstop UK, recently acquired for approximately £400 million, has rapidly scaled its operations, reflecting the dynamic growth trends in the industry. This wave of expansion underscores the evolving landscape of the UK’s fried chicken restaurant scene, with brands leveraging strategic partnerships and innovative approaches to cater to growing consumer demand.
