UK born fried chicken quick-service brand Sides, created by British YouTube collective The Sidemen in partnership with Scotland-based Hero Brands, has announced plans to expand into Asia and the Middle East. The company aims to open four new outlets in India, Malaysia, Singapore, and the United Arab Emirates, with sites already secured in Kuala Lumpur, Sentosa Island, and Dubai.
The expansion follows Sides’ first international launch in Singapore’s Bugis+ mall in June 2025, marking its initial step outside the UK, where the brand currently operates five restaurants in Essex, Manchester, London, Kent, and Birmingham. According to industry sources, the brand plans to open around 15 new restaurants globally in 2026, combining domestic growth with overseas market entries.
Founded in 2021 by The Sidemen, Sides offers a menu featuring crispy double-coated fried chicken, burgers, tenders, waffle fries, and hand-spun shakes, targeting a youth-oriented casual dining audience. The international rollout is part of a broader franchise strategy that may involve territorial or master franchise agreements, a model commonly used by quick-service restaurant chains to accelerate expansion in new regions.
The brand enters a competitive market with international players such as Popeyes, Wingstop, and Dave’s Hot Chicken also pursuing global growth. Aaron Moore-Saxton, managing director of Sides, described the international openings as a “further evolution for the brand,” emphasizing the dual focus on scaling in the UK and establishing a presence in key international markets.
