The Sidemen, a popular YouTube group, has revealed their intention to launch 15 additional fried chicken eateries throughout the current year. Sides, a venture initiated by The Sidemen in collaboration with Hero Brands, a Scottish food franchise company, had its inception in 2021. The brand has since expanded to include five locations in various parts of the UK and an international establishment in Singapore. Looking ahead, Sides aims to significantly boost its presence across the UK by introducing new outlets in Scotland, Cardiff, and Liverpool.
Furthermore, Sides has disclosed plans for further expansion in Asia and the Middle East, with upcoming openings slated for India, Malaysia, Singapore, and the UAE. This strategic move follows the successful launch of their first overseas branch in Singapore last year. The Sidemen, comprising individuals like KSI, Wroetoshaw, Miniminter, Vikkstar123, Zerkaa, Behzinga, and TBJZL, collectively boast a subscriber base of 22 million.
Reception for Sides has generally been positive, with a Tripadvisor review lauding the food as “incredible” and the chicken as “crispy and scrumptious.” Aaron Moore-Saxton, the managing director at Sides, emphasized the focus on expanding the brand’s reach in the upcoming year, particularly in Glasgow, Wales, and Liverpool. The brand’s strategic plan includes venturing into new territories like India, Malaysia, and the UAE, alongside continued investments in the UK market.
In a joint statement, The Sidemen expressed their enthusiasm for the forthcoming expansion, highlighting their commitment to providing bold flavors, excellent food, and memorable experiences. The group anticipates taking their audience on an exciting journey with the promise of more to come. Notably, the chicken industry in the UK is witnessing rapid growth, with brands like Popeyes, Wingstop, and Dave’s Hot Chicken also outlining plans for further expansion.
Popeyes, backed by private equity firm TDR Capital, recently announced intentions to continue expanding its presence in the UK, aiming for more restaurant openings after inaugurating its 100th site in London. Similarly, Wingstop UK, acquired for approximately £400 million last year, has been on a rapid expansion trajectory. The competitive landscape in the chicken market is evolving, with various brands strategically positioning themselves for growth and increased market share.