Sidemen's Sides Fried Chicken Chain Unveils Aggressive 2026 Growth Strategy
The popular YouTube collective known as The Sidemen has announced ambitious expansion plans for their fried chicken venture, Sides, targeting significant growth throughout 2026. The brand, which has experienced what management describes as "incredible momentum," intends to open 15 new restaurant locations this year while simultaneously pursuing international market opportunities.
Strategic UK and International Expansion
Sides, launched in 2021 through a partnership with Scottish food franchise specialist Hero Brands, currently operates five established UK outlets located in Essex, Manchester, London, Kent, and Birmingham. The brand's inaugural international site opened in Singapore last year, marking the beginning of its global ambitions.
The 2026 expansion strategy focuses on two parallel tracks: deepening the brand's presence across the United Kingdom while establishing footholds in new international territories. Within the UK, Sides plans to open new restaurants across Scotland, as well as in Cardiff and Liverpool, representing a substantial increase in its domestic footprint.
Targeting Asian and Middle Eastern Markets
Beyond British borders, Sides has revealed concrete plans to grow its presence in Asia and the Middle East with scheduled openings in India, Malaysia, Singapore, and the United Arab Emirates. This international push represents a significant evolution for the brand as it seeks to capitalize on rising global demand for its hot chicken offerings.
The expansion comes amid a competitive landscape where numerous chicken brands, including Popeyes, Wingstop, and Dave's Hot Chicken, have recently announced their own growth plans across the UK market.
Management and Collective Enthusiasm
Aaron Moore-Saxton, managing director at Sides, emphasized the strategic importance of this expansion phase: "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 as we open new sites in Glasgow, Wales and Liverpool."
Moore-Saxton added: "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."
In a joint statement, The Sidemen collective expressed their excitement about the brand's trajectory: "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 Sidemen Collective Behind the Brand
The YouTube collective driving this venture consists of seven prominent content creators: Olajide ‘JJ’ Olatunji (known as KSI), Harry Lewis (Wroetoshaw), Simon Minter (Miniminter), Vik Barn (Vikkstar123), Josh Bradley (Zerkaa), Ethan Payne (Behzinga), and Tobi Brown (TBJZL). Together, they command an impressive subscriber base of 22 million followers, providing significant promotional power for their culinary enterprise.
Specializing in hot fried chicken offerings, Sides represents a successful diversification for the digital creators beyond their online content. The brand's rapid growth since its 2021 launch demonstrates the commercial potential of influencer-led ventures in the competitive food service industry.
