Sidemen Announce Major Expansion for Sides Fried Chicken Brand in 2026
The Sidemen, the popular YouTube collective boasting 22 million subscribers, have revealed ambitious plans to significantly expand their Sides fried chicken restaurant chain throughout 2026. The group intends to open 15 new locations this year, capitalising on what they describe as "incredible momentum" for the brand.
Strategic Growth Across UK and International Markets
Launched in 2021 through a partnership with Scottish food franchise specialist Hero Brands, Sides has experienced rapid growth. Currently operating five UK outlets in Essex, Manchester, London, Kent, and Birmingham, alongside its first international site in Singapore established last year, the brand is now targeting swift expansion.
The UK expansion will see new restaurants opening across Scotland, as well as in Cardiff and Liverpool, significantly increasing the brand's domestic footprint. This domestic growth remains central to their overall strategy according to company leadership.
International Ambitions in Asia and Middle East
Beyond the UK borders, Sides has revealed plans to grow further in Asia and the Middle East with new openings planned for India, Malaysia, Singapore, and the United Arab Emirates. This represents a further evolution for the hot chicken specialist brand as it seeks to establish a global presence.
Aaron Moore-Saxton, managing director at Sides, commented on the expansion strategy: "This is all about doubling down on growth for Sides during 2026. We're seeing incredible momentum in the UK and rising demand internationally, and that gives us real confidence in the next phase of our journey."
Competitive Landscape and Brand Vision
The expansion comes amid a competitive UK chicken restaurant market, with brands like Popeyes, Wingstop, and Dave's Hot Chicken all recently announcing their own expansion plans. Sides specialises in hot fried chicken and has developed a strong following since its inception.
In a joint statement, the Sidemen members - including Olajide ‘JJ’ Olatunji (KSI), Harry Lewis (Wroetoshaw), Simon Minter (Miniminter), Vik Barn (Vikkstar123), Josh Bradley (Zerkaa), Ethan Payne (Behzinga) and Tobi Brown (TBJZL) - expressed their enthusiasm: "We are seriously hyped to take this next step and bring even more people into our Sides journey. For us, it's always been about bold flavours and great food, good energy and sharing moments that go way beyond and this is honestly just the start."
The YouTube stars emphasised that their expansion represents more than just business growth, but rather an extension of their community-focused approach to dining experiences. With specific locations already identified for development and international markets targeted, 2026 promises to be a transformative year for the Sides brand as it seeks to establish itself as a major player in the competitive fried chicken restaurant sector.
