The Sidemen, a popular YouTube group, have revealed their intention to launch 15 additional fried chicken eateries this year. The venture started in 2021 by The Sidemen in collaboration with Hero Brands, a Scottish food franchise company, has grown to five locations in Essex, Manchester, London, Kent, Birmingham, and an international branch in Singapore.
The brand aims to expand significantly across the UK, with plans for new outlets in Scotland, Cardiff, and Liverpool. Additionally, Sides is looking to broaden its presence in Asia and the Middle East by introducing new stores in India, Malaysia, Singapore, and the UAE, following the success of its first overseas establishment in Singapore last year.
The Sidemen, comprising Olajide ‘JJ’ Olatunji (KSI), Harry Lewis (Wroetoshaw), Simon Minter (Miniminter), Vik Barn (Vikkstar123), Josh Bradley (Zerkaa), Ethan Payne (Behzinga), and Tobi Brown (TBJZL), boast a massive following of 22 million subscribers.
Sides has received positive reviews, with one Tripadvisor review 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 in 2026, emphasizing plans for new locations in Glasgow, Wales, and Liverpool.
The Sidemen collectively stated their excitement for the brand’s expansion, highlighting their commitment to providing bold flavors, quality food, and memorable experiences. They anticipate further growth in partnerships, with a focus on enhancing their offerings both locally and internationally.
The chicken industry in the UK is witnessing rapid expansion, with popular brands like Popeyes, Wingstop, and Dave’s Hot Chicken all strategizing for increased presence. Popeyes, supported by private equity firm TDR Capital, recently marked its 100th site in the UK and aims to continue expanding, particularly targeting travel hubs. Wingstop UK, acquired for approximately £400 million, is also experiencing rapid growth following its recent purchase.
Overall, the chicken dining sector in the UK is witnessing dynamic growth and fierce competition among leading brands striving to capture a larger market share.