‘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 18th of November at 6pm.

The 3000 square foot space is set to be the first of its kind in the United Kingdom, 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 - double coated, crispy and full of flavour. The Merry Hill opening will also follow an opening of a high street location in Dalston at 11:30 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. Merry Hill is a bustling retail destination in the heart of the West Midlands that has been serving the region for over 30 years. Sides will be cooking up freshly cooked chicken in a variety of flavours that offer something different to their competitors.

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

The group recently made the headlines with their Sidemen Charity Match, which raised over £2.4 million for charity and was watched by a sold out London Stadium as well as millions of people worldwide. The 'SIDES' logo was proudly sported across their chest during the game, making the brand a part of a momentous occasion which raised a record amount of money for good causes. 

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, states;

“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 an exciting new opportunity for the entrepreneurial creators. 


Merry Hill
Shopping Centre
Merry Hill

Merry Hill is the largest shopping centre in the West Midlands, with a superb mix of over 200 major retailers including Debenhams, Next, Primark and M&S all under one roof.



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