Youtubers behind Sides on are the rise as Sidemen serve up new openings

Published on 19 February 2026

2 Min. reading time

Sides, the hot chicken concept founded by YouTubers Sidemen in partnership with Hero Brands, has built a reputation for bold, freshly cooked Nashville style fried chicken. Double dipped and double coated for extra crispiness, diners can choose their flavour level from Classic chicken salt to the daring ‘Insane’. Available across tenders, wings, burgers or wraps. While Nashville style is at the heart of the menu, Sides also offers a range of heat and flavour options, including smoky and sweet variations, letting fans tailor their meal to their taste. Since launching in 2021, the brand has built a hyped following and incredible momentum, with fans flocking to openings and sharing reactions online.

The company has announced plans to open 15 new restaurants this year, bringing the total number of locations worldwide to 20 by the end of 2026.

Youtubers Sidemen take Sides to new UK locations

Since launching, Sides has opened five sites across the UK, including; Lakeside in Essex, Arndale in Manchester, Merry Hill in the West Midlands, Bluewater in Kent and Boxpart in Wembley.

The brand is now preparing to open additional restaurants in franchising in Glasgow, Edinburgh and Livingston, with further plans for Cardiff and Liverpool. The aim is to bring its bold flavours to more diners while ensuring the same quality and experience at every location.

Aaron Moore Saxton, managing director at Sides, said:

2026 is all about building on the momentum we have in the UK. Demand is high and growing internationally, and we are confident as we open new locations in Glasgow, Wales and Liverpool. Our plans in India, Malaysia and the UAE are another exciting step for the brand, but the UK remains central to everything we do

The Sidemen, Olajide Olatunji known as KSI, Harry Lewis, Simon Minter, Vik Barn, Josh Bradley, Ethan Payne and Tobi Brown, have a combined audience of roughly 22 million subscribers. Early restaurant openings have drawn long queues and created significant social media buzz, fans flocked in droves sharing on Tiktok and other platforms creating even more traction around the sizzling new openings.

Sides brings its bold flavours internationally

Alongside its UK plans, Sides is preparing four international restaurants in India, Malaysia, Singapore and the United Arab Emirates, with locations already identified in Kuala Lumpur, Sentosa Island and Dubai.

The brand opened its first overseas restaurant in Singapore in June 2025 and is now looking to replicate its success in key international markets.

In a joint statement the Sidemen said :

“We are seriously hyped to take this next step and bring even more people into our Sides journey. For us, it has 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 cannot wait to take you all along for what is next.”

The hot chicken market in the UK is becoming increasingly competitive, with brands such as Popeyes, Wingstop and Dave’s Hot Chicken all looking to grow. Sides is making its mark with bold, freshly cooked flavours and a modern approach that has captured the attention of younger audiences through social media and digital channels. The brand’s strategy combines quality food with an online presence that drives hype and keeps fans engaged, helping it stand out in a crowded market.