Sides Fried Chicken Chain Unveils Aggressive Expansion Strategy for 2026
The popular fried chicken chain Sides, founded by the influential YouTube group The Sidemen, has announced ambitious plans to significantly grow its footprint both in the UK and internationally this year. The brand, which launched in 2021 through a partnership with Scottish-based food franchise firm Hero Brands, currently operates five restaurants across Essex, Manchester, London, Kent, and Birmingham, along with an international site in Singapore.
New UK Locations and International Growth Targets
In a bold move to increase its presence, Sides will open five new restaurants in the UK, specifically targeting Scotland, Cardiff, and Liverpool. This expansion is part of a broader strategy to double down on growth during 2026, as stated by Aaron Moore-Saxton, the managing director at Sides. He highlighted "incredible momentum in the UK and rising demand internationally" as key drivers behind the brand's confidence in this next phase.
Globally, Sides aims to extend its reach into Asia and the Middle East, with new openings planned for India, Malaysia, Singapore, and the UAE. This follows the successful launch of its first international site in Singapore last year, marking a significant step in the brand's evolution beyond its UK roots.
Background and Positive Reception
Sides was established by The Sidemen, a YouTube collective consisting of members such as Olajide ‘JJ’ Olatunji (KSI), Harry Lewis (Wroetoshaw), Simon Minter (Miniminter), Vik Barn (Vikkstar123), Josh Bradley (Zerkaa), Ethan Payne (Behzinga), and Tobi Brown (TBJZL), who collectively boast over 22 million subscribers. The chain has garnered generally positive reviews, with one Tripadvisor user praising the food as "incredible" and describing the chicken as "crispy and scrumptious".
In a joint statement, The Sidemen expressed their excitement about the expansion, saying, "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."
Competitive Landscape in the UK Fried Chicken Market
Sides' expansion comes amid a surge of growth among chicken brands in the UK. Competitors like Popeyes, Wingstop, and Dave’s Hot Chicken have also recently outlined plans for further openings. For instance, Popeyes, backed by private equity firm TDR Capital, revealed in November 2025 its intention to continue launching new UK restaurants after opening its 100th site, with a focus on travel hubs such as London Bridge. Similarly, Wingstop UK, which was acquired for approximately £400 million late last year, has been rapidly expanding its presence.
This competitive environment underscores the dynamic nature of the fast-food sector, with brands vying for market share through strategic expansions and innovative offerings.
