The popular YouTube collective The Sidemen has announced significant expansion plans for their Sides fried chicken restaurant chain, with 15 new locations scheduled to open throughout 2026. Founded by the internet sensations in partnership with Scottish-based food franchise firm Hero Brands, Sides currently operates five UK restaurants and one international site in Singapore.
Ambitious Growth Strategy
Sides management revealed they plan to "double down on growth" this year after witnessing what they describe as "incredible momentum" in both domestic and international markets. The brand, which specialises in hot fried chicken, will significantly increase its UK footprint while simultaneously expanding into new international territories.
UK Expansion Plans
The chain plans to open new restaurants across Scotland, as well as in Cardiff and Liverpool, building on their existing presence in Essex, Manchester, London, Kent and Birmingham. This domestic growth forms a central part of their strategic vision for 2026, demonstrating continued commitment to the UK market despite international ambitions.
International Market Entry
Beyond UK borders, Sides revealed plans to expand further in Asia and the Middle East with new openings in India, Malaysia, Singapore and the United Arab Emirates. This represents a significant evolution for the brand, which launched its first international location in Singapore just last year.
Competitive Landscape
Sides enters a competitive fried chicken market where several established brands are also pursuing expansion. Competitors including Popeyes, Wingstop and Dave's Hot Chicken have all recently announced their own growth plans across the UK, creating a dynamic and rapidly evolving sector.
Management Perspective
Aaron Moore-Saxton, managing director at Sides, commented: "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. Our expansion into India, Malaysia and the UAE is a further evolution for the brand, while our continued investment in the UK remains central to our strategy."
The Sidemen's Vision
In a joint statement, The Sidemen expressed their enthusiasm for the expansion: "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. We can't wait to take you all along for what's next."
The YouTube collective, consisting of Olajide 'JJ' Olatunji (KSI), Harry Lewis (Wroetoshaw), Simon Minter (Miniminter), Vik Barn (Vikkstar123), Josh Bradley (Zerkaa), Ethan Payne (Behzinga) and Tobi Brown (TBJZL), boasts 22 million subscribers and launched the Sides brand in 2021. Their substantial online following has provided a strong foundation for the brand's rapid growth and ambitious expansion plans.
