The Sidemen’s fried chicken restaurant opens first location outside of London

‘Sides’, a fried chicken restaurant backed by Youtube sensations The Sidemen, is due to be opening in Merry Hill.

After the success of their locations across London, a Sides restaurant is set to have its own space in the West Midlands, the first restaurant opening outside of London. The establishment is due to open its doors on Saturday 18 November.

The 3,000 sq ft space is set to be the first of its kind in the UK, serving up all of the classic Sides menu items that have been available in their Boxpark and Harrow locations.

The new opening marks an ‘exciting new chapter’ after the use of dark kitchens showed that there was huge demand for Sides across the country, with Merry Hill being the first location outside of London offering a slice of creator culture alongside freshly cooked chicken.

The Merry Hill opening will also follow an opening of a high street location in Dalston on the same day, in what is set to be a momentous occasion for the brand. The Merry Hill branch of sides will seat approximately 90 covers, as well as creating 40 jobs for the local area.

The Sidemen are among the most high-profile internet personalities in the United Kingdom and internationally since starting in 2013, boasting more than 130 million combined subscribers on YouTube and millions more followers across their various social media channels.

The restaurant business has already amassed a huge following on social media, with their social media posts registering up to 40 times the engagement than their closest competitors.

Robin Mehta, Sides CEO, commented: “Opening the first location of Sides outside of London is massive for all of us. The growth of Sides has been a proud moment and we’re really excited about the space at Merry Hill.

“Here at Sides we like to say that People will come in for the hype, but they’ll come back for the food, and we’re looking forward to seeing this in action in the West Midlands.”

With multiple successes beyond YouTube, including the likes of XIX Vodka, SDMN Clothing, and other independent ventures, The Sidemen look set to have found their feet in the restaurant space, with the Merry Hill location representing a new opportunity for the entrepreneurial creators.

By Matthew Neville – Senior Correspondent, Bdaily

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