Sidemen's Sides: From YouTube Success to £1M Weekly Revenue Fast-Food Empire
In the competitive landscape of celebrity-backed restaurants, one success story stands out: Sides, the rapidly expanding food venture from YouTube collective The Sidemen. From its humble beginnings as a delivery-only concept to achieving £1 million in weekly revenue, Sides has emerged as a compelling case study in influencer-driven business success.
From Digital Fame to Culinary Success
The Sidemen, Britain's most influential YouTube collective, transformed their online popularity into tangible business success when they launched Sides in 2021. What began as a delivery-only ghost kitchen has evolved into a multi-channel food empire, demonstrating the group's business acumen beyond their digital roots.
Explosive Growth and Strategic Expansion
Current Footprint and Immediate Plans
Starting with ghost kitchens, Sides has strategically expanded to six brick-and-mortar locations, including prominent spots in London's Dalston and major shopping centers like Bluewater, Lakeside, and Merry Hill. The brand's ambitious short-term expansion plans include:
Opening 14 new locations within 12 months
Reaching a total of 20 restaurants
Focusing on high-traffic shopping centers across the UK
Long-term Vision
Sides' confidence in their business model is evident in their ten-year plan to establish 200 sites nationwide. This aggressive expansion strategy signals strong market demand and the brand's commitment to becoming a major player in the UK's fast-casual dining sector.
Multi-Channel Strategy and Innovation
Retail Partnership
In a significant move to diversify their revenue streams, Sides partnered with Iceland in 2024 to launch an exclusive 15-product range. This strategic alliance allows customers to enjoy Sides' popular menu items at home, including their signature wings, ribs, and sauces. The partnership was celebrated with an innovative Iceland store takeover, generating substantial media attention and customer interest.
Keys to Success
Celebrity Influence and Marketing
The Sidemen's massive online following provides Sides with several unique advantages:
Built-in customer base of millions of loyal fans
Powerful social media marketing platform
Organic buzz generation for new openings and products
Authentic connection with younger demographics
Quality and Accessibility
Sides differentiates itself in the competitive fast-food market through:
Commitment to fresh, never-frozen chicken
High-quality ingredients and preparation methods
Affordable pricing strategy
Strategic location selection in high-traffic areas
Navigating Future Challenges
Despite its impressive growth trajectory, Sides faces several key challenges:
Operational Scalability
Maintaining consistent quality across rapidly expanding locations
Developing robust training programs for new staff
Managing complex supply chains and procurement processes
Market Dynamics
Avoiding location cannibalization during expansion
Standing out in the competitive fried chicken market
Building brand identity beyond the Sidemen connection
Looking Ahead
Sides' successful fusion of influencer marketing, quality focus, and strategic expansion has created a promising foundation for continued growth. Their multi-channel approach, combining physical restaurants with retail products, positions them well for sustained success in the UK food sector.
Supply Chain Innovation
For rapidly expanding restaurant chains like Sides, managing growth while maintaining quality requires sophisticated operational tools. Percy, an AI-powered purchasing platform, offers solutions for streamlining supply chains, optimizing costs, and ensuring consistency across multiple locations. Such technological innovation will be crucial for Sides as they continue their ambitious expansion plans.
The transformation of Sides from a YouTube collective's side project to a £1 million weekly revenue business demonstrates the potential of influencer-backed ventures when combined with solid business fundamentals and strategic execution. As they continue their expansion across the UK, Sides is redefining the intersection of digital influence and traditional food service.