The popular YouTube group, The Sidemen, has revealed its ambitious plan to launch 15 additional fried chicken eateries this year. Sides, a venture initiated by The Sidemen in collaboration with Hero Brands, a Scottish food franchise company, debuted in 2021 and has already established a presence in five locations across the UK, including Essex, Manchester, London, Kent, and Birmingham, along with an international outlet in Singapore.
Looking ahead, the brand aims to significantly expand its footprint throughout the UK by opening new establishments in Scotland, Cardiff, and Liverpool. Moreover, Sides has set its sights on further expansion in Asia and the Middle East, with upcoming launches in India, Malaysia, Singapore, and the UAE, following the successful debut in Singapore last year.
The Sidemen, comprising popular personalities like KSI, Wroetoshaw, Miniminter, Vikkstar123, Zerkaa, Behzinga, and TBJZL, boasts a subscriber base of 22 million. The feedback for Sides has been largely positive, with a Tripadvisor review praising the food as “incredible” and the chicken as “crispy and scrumptious.”
Aaron Moore-Saxton, the managing director at Sides, expressed enthusiasm for the brand’s expansion plans, emphasizing the increasing demand both in the UK and internationally. The Sidemen collectively stated their excitement for the new phase of growth and their commitment to delivering exceptional dining experiences to a wider audience.
The move by The Sidemen is part of a trend in the UK’s rapidly growing chicken restaurant sector, with competitors like Popeyes, Wingstop, and Dave’s Hot Chicken also ramping up their expansion efforts. Popeyes, backed by TDR Capital, intends to continue its restaurant openings, with a recent milestone of launching its 100th site in London Bridge and plans for further expansion in travel hubs. Wingstop UK, acquired for approximately £400 million last year, has also seen rapid growth in the market.
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