The Sidemen, a prominent YouTube group known for their entertaining content and substantial online following, have announced plans to significantly expand their fried chicken chain, Sides, with the opening of 15 new restaurants across the UK. This strategic move is a testament to the brand’s recent success and reflects a commitment to further growth in both domestic and international markets.
Ambitious Expansion Plans
Launched in 2021 in collaboration with Scottish food franchise Hero Brands, Sides has quickly established itself in the highly competitive fried chicken sector. Currently operating five locations throughout the UK, including cities such as London, Manchester, and Birmingham, the brand is now poised to broaden its reach. The new openings are expected to include locations in Scotland, Cardiff, and Liverpool, as well as a significant international push into markets such as India, Malaysia, Singapore, and the UAE.
The collective, which boasts an impressive 22 million subscribers on YouTube, consists of members Olajide ‘JJ’ Olatunji (KSI), Harry Lewis (Wroetoshaw), Simon Minter (Miniminter), Vik Barn (Vikkstar123), Josh Bradley (Zerkaa), Ethan Payne (Behzinga), and Tobi Brown (TBJZL). Their entrepreneurial venture into the food industry has garnered much attention, highlighting their ability to leverage digital fame into tangible business success.
A Growing Market for Fried Chicken
The surge in Sides’ popularity is indicative of a broader trend within the UK’s fast-food sector. Competing chains, including Popeyes, Wingstop, and Dave’s Hot Chicken, are also ramping up their expansion efforts in response to rising consumer demand for fried chicken. As the market becomes increasingly saturated, Sides aims to differentiate itself with bold flavours and a strong brand narrative, emphasising community and shared experiences around food.
Aaron Moore-Saxton, the managing director of Sides, expressed enthusiasm over the brand’s trajectory. He stated, “This is all about doubling down on growth for Sides during 2026. 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.” Moore-Saxton’s comments underscore the strategic focus on both expanding the UK footprint and penetrating new international territories.
Embracing a Global Vision
The Sidemen collectively affirmed their excitement about this next phase, stating, “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.” Their vision for Sides is not merely about food; it encompasses creating memorable experiences that resonate with their audience.
The planned international expansion is a significant step for the brand, enabling it to tap into the burgeoning interest in fried chicken in diverse markets. By entering regions such as India and the UAE, Sides is positioning itself to attract a new customer base and adapt its offerings to local tastes, demonstrating an understanding of the global food landscape.
Why it Matters
The Sidemen’s aggressive expansion of the Sides chain signifies more than just the growth of a single brand; it reflects a shifting landscape within the fast-food sector where digital influencers are redefining traditional business models. As the group successfully bridges the gap between online fame and real-world enterprise, their journey serves as a case study in modern entrepreneurship, illustrating how social media can be harnessed to create impactful and profitable ventures. This expansion not only enhances the competitive dynamics of the fried chicken market but also underscores the potential for influencer-led brands to thrive in an increasingly globalised economy.
