Sides subscribes for Merry Hill restaurant

Sides, the fried-chicken restaurant concept launched by YouTube giants The Sidemen, is to open at Dudley’s Merry Hill as it targets 200 sites over the next decade.

The 2,960 sq ft restaurant will become Sides’ second standalone site in the UK and its first outside of London, offering a range of fried chicken dishes and plant-based alternatives.

The 100-cover restaurant will be fitted out in the Sidemen’s signature bold black and white style.

The group – which is headed up by the likes of YouTubers KSI, Miniminter, and Zerkaa – launched the concept in 2021. The concept has since garnered somewhat of a cult following and has seen success across various spaces in London.

Alistair Winning, asset manager at Sovereign Centros, said: “Sides is fast becoming a UK-wide cultural phenomenon, so it’s great for Merry Hill to have landed a growing brand at such a critical time in their expansion. It is a crucial part of our wider strategy to cater for all our visitors, covering a wide range of demographics, keeping our finger on the pulse of what our community want. The addition of a brand that attracts a younger audience like Sides is evidence of this strategy coming to life, as they join the ranks of our dynamic F&B line-up.”

Robin Mehta, CEO at Sides, added: “The West Midlands was a key area for us to target in our expansion plans, and with Merry Hill being a flagship destination here, we always had our eyes locked on this location.”

The news follows the recent openings of tenpin bowling operator Hollywood Bowl and pan-Asian restaurant Wagamama at Merry Hill, forming the foundations of the scheme’s new leisure quarter.

JLL and Time Retail Partners represent Merry Hill, whilst Sides dealt direct.