YouTube collective The Sidemen is ready to take Liverpool by storm with the opening of their new chicken shop, Sides. This expansion, set for 2026, marks an exciting chapter for the group, which has already established a notable presence in Manchester, London, and Birmingham. With 15 new locations planned this year, including sites in Scotland and Cardiff, the Sidemen are on a fast track to cement their brand in the UK culinary landscape.
Expanding the Sides Brand Across the UK
The Sidemen, comprised of popular YouTube personalities like KSI, Wroetoshaw, and Miniminter, launched their fried chicken brand, Sides, in 2021 in partnership with Hero Brands, a Scottish-based food franchise firm. The brand quickly gained traction, boasting five existing locations across the UK in major cities such as Manchester, London, and Birmingham. Their Liverpool outlet will be part of a significant growth strategy aimed at capitalizing on the increasing demand for fast-casual dining options.
With 22 million subscribers collectively, the Sidemen have successfully leveraged their social media influence to attract a dedicated fan base. The group's commitment to quality and innovation has helped Sides carve out a niche in a competitive market. The new Liverpool restaurant will not only bring their signature chicken dishes to more fans but also create jobs and stimulate the local economy.
International Ambitions and Market Expansion
The Sidemen's ambitions don't stop at the UK. Following their successful launch in Britain, the group plans to explore international markets in Asia and the Middle East. Destinations like India, Malaysia, Singapore, and the UAE are on the radar for future Sides openings. This international expansion reflects the brand's remarkable momentum and the growing appetite for Western-style fast food in these regions.
Such growth strategies are becoming increasingly common among food brands. Sides joins a growing list of chicken-centric establishments like Popeyes, Wingstop, and Dave's Hot Chicken, all of which are ramping up their presence across the UK. The competitive landscape is ripe for new entrants, and the Sidemen are positioned to capitalize on their unique brand appeal.
The Sidemen's Unique Approach to Fast Food
What sets Sides apart from other fried chicken enterprises is not just the quality of the food but the brand's connection with its audience. The Sidemen's extensive online presence and engaging content create a community feeling for their customers. The restaurant experience is designed to reflect this connection, encouraging fans to not just dine but also engage with the brand on social media.
As the Sidemen continue to grow, they're committed to maintaining the high standards that fans expect. Sides offers a variety of fried chicken options, sides, and sauces that cater to different tastes. This dedication to variety and quality has already made Sides a popular choice in existing locations, and with the addition of the Liverpool branch, the Sidemen hope to replicate that success.
Community Impact and Future Growth
The launch of the Liverpool location signifies more than just business growth; it represents a commitment to community engagement. The Sidemen plan to create job opportunities for locals, which can have a profound impact on the economy, especially in a post-pandemic landscape where many are seeking work. Restaurants like Sides can help revive local economies by offering not just jobs but also a vibrant dining experience.
Moreover, the Sidemen's decision to expand into areas like Cardiff and Scotland reflects their understanding of regional tastes and preferences. By tailoring their menu and marketing strategies to appeal to local customers, they can enhance their brand loyalty and attract a wider audience. Their forward-thinking approach might set a precedent for how food brands can effectively engage with communities during expansion.
As the Sidemen gear up for the Liverpool opening, excitement is palpable among fans and food enthusiasts alike. With plans not only for more UK locations but also international ventures, Sides is more than just a chicken shop; it's a burgeoning brand that aims to redefine fast-casual dining. The success of this venture may well depend on how effectively they can blend their online persona with in-person dining experiences, creating a unique and memorable atmosphere for all.