The popular YouTube collective The Sidemen has unveiled ambitious plans for a significant expansion of their fried chicken venture, Sides, targeting 15 new restaurant openings throughout 2026. This move marks a major step in the brand's growth strategy, aiming to solidify its footprint both domestically and on the global stage.
Strategic UK Expansion into Key Cities
Sides, which specialises in hot fried chicken, is set to deepen its presence across the United Kingdom with new locations planned for Scotland, Cardiff, and Liverpool. This expansion builds upon the brand's existing portfolio, which currently includes five UK outlets situated in Essex, Manchester, London, Kent, and Birmingham. The addition of these new sites is expected to enhance accessibility for customers nationwide and capitalise on growing demand for the brand's offerings.
International Growth Targets Emerging Markets
Beyond the UK, Sides has revealed aggressive international growth plans, with new restaurants scheduled to open in India, Malaysia, Singapore, and the United Arab Emirates. This follows the brand's initial foray into international markets with a site in Singapore, launched alongside its UK operations. The expansion into these diverse regions underscores the brand's ambition to tap into lucrative global markets and establish a strong international presence.
Background and Brand Momentum
Launched in 2021, Sides has quickly gained traction, leveraging the massive online following of The Sidemen, who boast over 22 million subscribers on YouTube. The collective expressed their excitement for the brand's continued expansion, highlighting their commitment to reaching new audiences and delivering their signature fried chicken experience to fans worldwide. This growth initiative reflects the successful synergy between digital influence and brick-and-mortar business ventures, showcasing how online popularity can translate into tangible commercial success.
The planned openings are poised to significantly increase the brand's scale, with the 15 new restaurants representing a substantial boost from its current six locations. As Sides prepares for this expansion, industry observers will be watching closely to see how the brand navigates the challenges of scaling operations while maintaining quality and customer satisfaction across multiple regions.
