The Sidemen, a popular YouTube group, have revealed their intention to launch 15 additional fried chicken eateries this year. Sides, a venture by The Sidemen in collaboration with Hero Brands, debuted in 2021 and has since expanded to five locations in the UK and one overseas in Singapore.
The brand now aims to significantly boost its presence across the UK, with plans for new establishments in Scotland, Cardiff, and Liverpool. Additionally, Sides has outlined its strategy to further grow in Asia and the Middle East by opening new outlets in India, Malaysia, Singapore, and the UAE.
Managing director Aaron Moore-Saxton expressed enthusiasm for the upcoming expansion, emphasizing the positive reception in the UK and the increasing international demand. The Sidemen, comprising prominent members like KSI and Wroetoshaw, with a massive following of 22 million subscribers, are excited about the next phase of their culinary journey.
The move aligns with a broader trend in the UK’s chicken restaurant industry, with other chains like Popeyes, Wingstop, and Dave’s Hot Chicken also planning extensive expansions. Popeyes, supported by private equity firm TDR Capital, recently celebrated the opening of its 100th UK site and aims for further growth, including targeting travel hubs. Wingstop UK, acquired for around £400 million, has similarly been rapidly expanding its presence.
The competitive landscape in the chicken restaurant sector continues to evolve, with various brands vying for market share and consumer attention.